\u00a0<\/p>\n
Thailand\u2019s NESDC warns first-time workers face escalating bad debt as social media trends and online reviews override financial self-restraint.<\/strong><\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n Thailand\u2019s state planning agency has expressed grave concern over the country\u2019s youngest demographic, warning that “Gen Z”<\/strong> consumers under the age of 25 are accumulating personal debt and slipping into default at an unprecedented rate.<\/p>\n \u00a0<\/p>\n According to the National Economic and Social Development Council (NESDC)<\/strong>, the surge is being fundamentally driven by impulsive shopping habits. Young workers are increasingly purchasing goods and services promoted by social media influencers without assessing their own repayment capacity.<\/p>\n \u00a0<\/p>\n Unveiling the Q1\/2026 Thai Social Trends report, NESDC secretary-general Danucha Pichayanan<\/strong> noted that while broader household debt expanded only marginally in the final quarter of last year, it marks the second consecutive quarterly rise.<\/p>\n \u00a0<\/p>\n The macro data masks a more volatile micro trend: a severe deterioration in credit quality among young, first-time earners entering the workforce.<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n A Social Media Spending Spree<\/strong><\/p>\n The digital landscape has fundamentally altered consumer behaviour in Southeast Asia\u2019s second-largest economy.<\/p>\n \u00a0<\/p>\n Rather than acting purely as entertainment hubs, platforms like YouTube, TikTok, and Facebook have morphed into primary commerce engines where consumer trust is manufactured.<\/p>\n \u00a0<\/p>\n Data from the Visa Gen Z Decoded 2025 study highlighted that 58 per cent of Thai Gen Z consumers implicitly trust recommendations from the digital creators they follow, whilst half view brands featured on these platforms favourably.<\/p>\n \u00a0<\/p>\n
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