Google Thailand has unveiled its much-anticipated "Year in Search 2024" report, detailing the top trending topics and phrases among Thai users throughout the year. This initiative showcases not just the words, but also the cultural shifts and interests of the Thai populace as captured through their online searches.
Leading the list of new vocabulary is the term "ติดแกลม," derived from the English word "Glamorous." According to Google Thailand, this term, translating to luxurious or stylish, emerged as the most searched phrase of the year. This word highlights the fascination Thai users have with glamor and richly styled aesthetics, reflecting broader cultural trends.
Following closely, the word "อ่อม" has garnered attention. Originally surfacing on the popular online platform Pantip.com around the early 2000s, it translates to subpar or unsatisfactory. Its frequent usage today can likely be traced back to its roots linked with casual speech patterns, marking it as part of the ever-evolving lexicon of contemporary Thai slang.
Another notable mention is "ทีโพ," popularized by the comedic actor “จั๊กกะบุ๋ม” from the sitcom "บ้านนี้มีรัก." This phrase conveys agreement, mirroring the creative ways language is adopted from entertainment and media, cementing pop culture's influence on everyday communication.
Singer “มิกซ์ เฉลิมศรี" introduced "โฮ่ง," meaning fabulous or extraordinary, signifying how entertainment figures shape language trends. Meanwhile, the word "เอดูเขต," derived from "educate," reflects the rising interest in learning and information accessibility, reinforcing the general trend toward education and knowledge acquisition among the Thai people.
Other phrases like "ฉ่ำ," which translates to drenched or abundant, and "ล่าแบ้," signaling having fun or going crazy, also marked the year's top searches, indicating users' inclination for playful and expressive language forms. The emergence of phrases like "ทำถึง" and "รู้สึกนอยด์" could point to the rising awareness of mental health and emotional expression.
According to Google, these trending terms showcase not only the changing language but also the behaviors and interests of Thai users. The data reveal significant engagement with football, showcasing Thailand's passion for sports, especially during major tournaments like the World Cup.
Users also displayed curiosity surrounding technology and artificial intelligence, illustrating the country’s adaptation to modern advancements. The diverse nature of searches highlights Thai citizens’ desires for quick access to new technologies and entertainment, with searches for both local and international series remaining popular.
The conclusion of the report emphasizes the spirited nature of Thai digital culture, where language adaptation continues to thrive as part of the societal fabric, not merely as communication tools but also as cultural markers of identity. This year's findings reveal how shifts among internet trends reflect broader societal changes, offering insights pertinent to businesses, marketers, and educators alike.
Despite the rapid evolution of language and trends, at the core, the Year in Search 2024 provides a lens through which we can observe the ever-shifting dynamics of culture and identity among the Thai community. Following these trends can help predict future developments and societal interests as Thailand continues to embrace its digitally intertwined existence.