LIFE

The rise of the matcha bro: Bangkok’s soft masculinity moment

Chavisa Boonpiti, Published on 27/11/2025

» There’s a running joke that you can now identify a certain type of Bangkok man by three items: a tote bag, a matcha, and a relaxed-fit pair of trousers. It’s a meme, but like most memes, it’s funny because it’s true. Something about the city’s male energy has softened – not in a humiliating way, but in a way that feels intentional, self-aware, and a little bit charming.