The Nicest Kind of Yellowism

If asked 'what is the hottest colour for 2006 in Thailand?', my guess is none of the designer would get it right. As the trendiest colour this year is not dictated by fashion guru but by the love the Thais have for thier King Bhumibol Adulyadej - literally means 'the Strenght of the Land'.
YELLOW is the answer as it's the colour of monday, the day of HM's birthday. The young prince of 19 was crowned on May 5, 1946, the 9th King of Chakri Dynasty following the sudden loss of His Majestic Brother and the previous King. He has ruled into the 60th year this year which is the longest in the world monarchy's history. Yet the lenght of His kingship is just one thing but numerous amount of dedication and benevolent work HM has done for the country is the biggest drawing the hearts of the nation.
Ceremonies and celebrating events were organised throughout the year with the highlight on the state events when members from other monarchies around the world attended, which I'm sure you must have seen in the media. To refresh your memories please visit the official website here http://60thcelebrations.com/english/index.php
The striking consequent to oridinary people, and to my astonishment, is the change of fashion trend. Since the government's encouragement for people to wear yellow t-shirts with the official emblem of the ceremony, the people need not to be asked again. The price of the official t-shirt was then sky rocking, hence immitation products and the Internal Trade Department's intervention to fix the market. Imagine fixing the price of t-shirt as a national agenda!
Offices have allowed people to wear yellow t-shirt every monday in lieu of normal business attire. The practice has been extended to every day. So there have been a change of trend like women wearing t-shirt with skirts of all design; t-shirt with jacket or blazer for men; blouses in bright yellow linen, silk, cotten; yellow bags, shoes (imagine that and I always wonder where you could find those pairs); scraf; etc. Basically, everything and anything in yellow. One local columnist cited that it's 'People's Uniform'. Can't agree more.
Economically, it has stimulated the market a lot and people are willing and happy to spend on these marchendises. I remembered having to beg to place order for 80 yellow t-shirts for the conference and the best they could do was blue as it was the colour to celebrate Her Majesty's birthday in August and they had materials in stock. Not only the garment business that has benefitted, printing industry also enjoy a very good year. Countless of books, magazines, journals, special edition newspapers, posters, postcards, you name it, have been constantly out to ensure everybody has a piece of this glorious year in their collection. Personally, as a freelance translator, I was also commissioned with 2 huge bi-language books to commomerate the event (a huge incomes indeed). Very busy year for me too.
But hey, there are others who decided not to miss the train, so you get to see limited edition of expensive watches, iPod, mobile phones, phone cards, movie tickets, ATM cards (I got one :), toll way tickets, to name but a few.
His Majesty is approaching 80 years of age next year, so it will be exciting to see what'll be coming.





