Insights from Dr. Astrid Kainzbauer, Mahidol University
For many international families, relocating to Bangkok is both exciting and overwhelming. New language, new lifestyle, new customs—but what’s often underestimated is the importance of understanding the local culture, especially if you want your family to adapt smoothly.
As part of our ongoing commitment to support our international community, RIS Swiss Section – Deutschsprachige Schule Bangkok recently hosted a cross-cultural webinar featuring Dr. Astrid Kainzbauer, Associate Professor at the College of Management, Mahidol University and expert in intercultural leadership and communication.
Her session, “Understanding Thai Culture”, offered practical insights for families relocating to Thailand—not just to survive, but to thrive.
Culture Is Like an Iceberg: What You See Isn’t Everything
Dr. Kainzbauer introduced the session with a helpful metaphor: culture as an iceberg.
- The visible tip—behavior—is just the beginning.
- Below the surface lie norms, values, and unspoken assumptions.
For example, a Thai colleague’s silence in a meeting or a teacher’s polite detour around difficult feedback isn’t avoidance—it may be part of a cultural value system built on respect, saving face, and non-confrontation.
📌 Key takeaway: Cultural misunderstandings often happen not because people don’t get along—but because they interpret the same behavior through different lenses.
The Wai: Thailand’s Gesture of Respect
One of the first things newcomers notice in Bangkok is the Wai—the traditional greeting made by pressing palms together and bowing slightly. But it’s more than etiquette.
The Wai communicates:
- Respect based on age or social role
- Hierarchy, which is deeply rooted in Thai social structure
- A preference for harmony over confrontation
For expat families, understanding the Wai helps you and your children participate more meaningfully in local customs, both in daily life and in school settings.
Communication: Indirectness Is a Strength
One of the biggest cultural contrasts highlighted in the webinar was the difference in communication style.
In many Western cultures—especially Swiss or German—directness is seen as honest and efficient. In Thailand, however, communication tends to be indirect, gentle, and high-context.
For example:
- Saying “no” too directly might be considered impolite.
- Disagreement may be conveyed through tone, hesitation, or silence.
🧭 What this means for your family:
Children may need help navigating situations where the message is not explicitly stated. Learning to “read the room” is a valuable intercultural skill.
Emotions: Calm Is Valued Over Expressiveness
Dr. Kainzbauer also explored how emotions are expressed differently across cultures. In Thailand:
- Public displays of anger or strong emotions are discouraged.
- Emotional restraint is often seen as maturity and respect.
While parents from more expressive cultures may see openness as honesty, Thai culture tends to prize emotional composure, especially in public and professional settings.
Relationships Matter More Than Rules
In Thailand, personal relationships often influence decisions as much as—if not more than—formal rules or procedures. Trust, loyalty, and mutual respect are crucial.
🧠 For expat families at RIS:
This is especially important in school-home communication, medical decisions, and even business dealings. Investing in relationships builds trust—and trust opens doors.
Family Roles: Interdependence, Not Independence
In Thai families, interdependence is emphasized over individualism. Children are expected to:
- Show gratitude and obedience to parents and elders
- Stay closely connected with their family throughout life
Understanding this dynamic can help international parents support their children as they navigate both local values and their home culture’s expectations.
Adjusting Emotionally: The Cultural Adjustment Curve
Dr. Kainzbauer closed the session by introducing the Cultural Adjustment Curve—a useful framework for the emotional journey families go through when relocating:
- Honeymoon Phase – Excitement, curiosity, new experiences
- Culture Shock – Frustration, confusion, emotional discomfort
- Adjustment Phase – Learning, adapting, rebuilding confidence
- Mastery Phase – Comfort, balance, and deeper cultural integration
👨👩👧👦 This curve applies not just to children, but to parents as well. Recognizing where you are on the curve helps you manage expectations and stay grounded through the ups and downs of relocation.
Final Thoughts: Why Cultural Understanding Is Essential for a Smooth Relocation
Moving to Thailand is more than a change in location—it’s a full cultural shift. Understanding Thai values, communication styles, and social structures helps your family feel at home faster, make deeper connections, and avoid unnecessary misunderstandings.
At RIS Swiss Section, we recognize that academic excellence goes hand in hand with cultural fluency. That’s why we’re proud to offer seminars like this one—not just for our students, but for the families who support them.
About the Speaker
Dr. Astrid Kainzbauer is a Associate Professor in Cross-Cultural Management and Intercultural Communication at the College of Management, Mahidol University. Her work bridges academic research and practical application in leadership, relocation support, and intercultural awareness.
📺 You can watch the complete Webinar Recording https://youtu.be/SQ2fqv0FyzE
