Once considered traditional, the sbai is now driving a new wave of cultural soft power.

Thai soft power is popping off this week as sbais dominate the internet like lightning. Equal parts heritage and hype, the traditional shawl-like breast cloth is being styled by influencers, celebrities and singers with flared jeans and baggy trousers for an edgy, urban-slick look. Traditional? Maybe not, but definitely fashion-forward.

Pop singer KT Kratae, who used to go by the name Kratae R-Siam, is the progenitor of the trend, with her latest single “Bangkok City” seeking to promote tourism and the country’s global image. It certainly seems the T-pop phenomenon goes beyond a mere obsession with charts and sales. It’s not just about chasing numbers.

Her viral campaign #BangkokCityChallenge swiftly followed the release, taking social media platforms by storm. For Kratae, it’s a balancing act between having the country’s interests at heart and having fun with contemporary fashion.

The sbai-and-denim combo proves the garment doesn’t always have to be neatly paired with sarongs. Time-honoured fashion may be sacred, but it’s never static, always open to the possibility of remixing.

As golden hour drapes the city in warm tones, Bangkok’s historic landmarks – such as Wat Arun and Sao Ching Cha, also known as the Giant Swing – fade into softly glowing backdrops ideal for filming viral content. The almost blinding radiance exposes the sbai’s fine detailing and sheer texture, revealing delicate craftsmanship long neglected.

The trend is also courting controversy, as some netizens don’t exactly see the vision, criticising the pairing as inappropriate. Yet the growing wave of tourists tells another story, with visitors from abroad taking part in the challenge and quietly boosting Thailand’s international profile.

Sbais come at different price points, although make sure to support local artisans if you can afford it. These viral moments are fleeting, but for makers, they matter in the long run.