headsup Weibo which discusses why these Thai commericals are so popular.
Both Thai and Chinese traditions put much emphasis on the importance of family relations and filial piety, which is as important in the Buddhist tradition as it is in Confucianism (Kapur-Fic 1998, 390). Although Thailand’s ‘sadvertising’ uses themes that are universal, they especially strike a chord for those valuing respect, obedience, and care for one’s parents or elderly family members. Although the noodle shop ad is about succeeding in business, it is also about honoring tradition and listening to your parents. A 2014 Thai commercial about donating hair for the National Cancer Institute also emphasizes the importance of family and taking care of each other.