Sabai meets denim: Thai new soft power street fashion trend goes viral

Thailand’s new street fashion trend, of pairing ‘sabai’, a traditional shawl-like Thai shoulder cloth, with denim shorts or trousers, is taking social media by storm, drawing attention not only from Thais but also from international visitors.

The trend was sparked by Thai female singer ‘Kratae’, in the video for her latest single “Bangkok City.” The song’s popularity soon extended beyond music into fashion, inspiring a wave of creative styling across social platforms.

What began as a simple promotional video, with Kratae casually wearing a ‘sabai’ with jeans while walking and filming content, quickly racked up millions of views.

Celebrities, influencers, actors and content creators soon followed suit, mixing colorful ‘sabai’ fabrics with denim and completing the look with Thai-inspired makeup, hairstyles and accessories.

One of the most popular locations for recreating the look is Arun Ratchawararam Temple, which has since become a must-visit photo spot for the ‘sabai’-and-jeans trend.

Building on the momentum, the singer launched the “Bangkok City Challenge,” encouraging people across the country to showcase Thai soft power through fashion and creativity.

The campaign further fueled the viral spread, turning the look into a recognisable image of contemporary Thai culture on a global scale.

While the trend has been widely praised, it has also sparked some debate.

Popular ‘luk thung’ singer, Lala Ponglang Sa-on, faced mild criticism online after wearing the ‘sabai’-jeans combination, with some netizens questioning its appropriateness.

The singer said she hoped the public would view it as fashion and artistic expression, emphasising that her intention was simply to present Thai identity and its soft power in a positive light.

The trend has also expanded to Phitsanuloke province. Chan Tawan Tok Temple has become another hotspot where tourists were seen gathering and taking photos wearing ‘sabai’ and jeans.

Locals say the trend has helped revive tourism, bringing new energy to the area and encouraging visitors to explore more locations throughout the province.

Costume rental shop owners in the province reported a noticeable boost in business.

After years of quiet trade, many shops are lively again, offering ‘sabai’ and Thai-style outfits for rental prices ranging from 300 to 500 baht.

The popularity of content filmed at Arun Temple, with the Bangkok cityscape as background, music has also driven interest in temples and tourist sites across other provinces.

Many international visitors are eager to rent Thai outfits for photos, especially around Arun Temple.

One viral example featured Israeli tourists waiting to rent outfits from a shop called ‘One Day Master’, prompting the store to post about the overwhelming response.

The clip gained nearly a million views, highlighting just how far the trend has reached.

Popular soft power landmarks frequently featured in ‘sabai’-and-jeans content include:

· Arun Ratchawararam Temple

· Phra Sri Rattana Satsadaram Temple (Wat Phra Kaew)

· Tha Tien Pier near Wat Pho

· Tuk-tuks

· The Giant Swing

· Yannawa Temple

· Chan Tawan Tok Temple

· Song Wat Road

· Various iconic destinations across Thailand

More than just a fleeting social media trend, the ‘sabai’-with-jeans fashion movement reflects a successful fusion of Thai tradition and modern lifestyle.