12 Thai values stickers unveiled

12 Thai values stickers unveiled

Available for download from Dec 30, the new "12 Core Values for Thais" sticker set for Line chat on mobile phones was displayed for the first time on Monday.

The government's new "12 Core Values for Thais" sticker set for the mobile phone Line chat app unveiled on Monday, first six stickers.


12 Thai values stickers unveiled


The government has unveiled the controversial "12 Core Values for Thais" sticker set for the mobile phone Line chat app on Monday.

The free set, a joint project of three ministries, can be downloaded from Dec 30 this year to Jan 28, 2015.

The agencies in charge of the project are the Information and Communication Technology (ICT) Ministry, the Science and Technology Ministry and the Culture Ministry.

The government's new "12 Core Values for Thais" sticker set for the mobile phone Line chat app unveiled on Monday, second six stickers.

Earlier, the project was criticised due to its high cost of 7.12 million baht.

Although the fee is what Line normally charges its corporate customers for launching free stickers, critics question the cost effectiveness of the project.

Companies are willing to pay the high fee for the stickers to connect with customers and boost their brands but the government has no such needs, especially when state coffers are running low, critics say.

From January to September this year, Thai companies launched 63 free set of stickers for the purpose.

The 12 Thai Values are:

1. Upholding the three main pillars of the country: the nation, the religion, and the monarchy;

2. Showing honesty, sacrifice, and patience with a positive attitude for the interest of the public;

3. Practicing filial piety towards parents, guardians and teachers;

4. Seeking both direct and indirect knowledge and education;

5. Preserving Thai traditions and cultures;

6. Practicing morality, integrity, considerateness, generosity, and sharing;

7. Understanding and learning true democratic ideals with His Majesty the King as Head of State;

8. Maintaining discipline and respectfulness for laws and the elderly;

9. Being conscious and mindful of one's actions in line with His Majesty’s the King’s royal statements;

10. Applying His Majesty the King’s sufficiency economy ideas to save money for times of need, being moderate with surpluses for sharing or expansion of business, while at the same time having immunity to hardships along the way;

11. Keeping physically and mentally strong, unyielding to evil powers or desires and having a sense of shame over guilt and sins in accordance with religious principles;

12. Putting the public and national interest before one’s own interest.


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  • agency (noun): a government department that provides a particular service - หน่วยงานราชการ
  • application (app): a program designed to do a particular job; a piece of software - โปรแกรมใช้งาน, โปรแกรมคอมพิวเตอร์
  • apply: to make use of something - นำมาใช้
  • attitude: someone’s opinions or feelings about something, especially as shown by their behaviour - ทัศนคติ, ลักษณะท่าทาง
  • boost: to increase; to strengthen - เพิ่ม; ทำให้มีกำลังมากขึ้น
  • brand: a type of product made by a particular company - ตรา, ยี่ห้อ
  • coffer: a place where money is kept -
  • connect: to join together two or more things - เชื่อมต่อ
  • conscious: aware - ที่ตระหนักได้
  • considerate: kind and helpful - ที่คิดถึงความคิดของผู้อื่น, ซึ่งพิจารณาอย่างรอบคอบ, เห็นอกเห็นใจ
  • controversial: causing disagreement or disapproval - ความไม่ลงรอยกัน
  • core: the most important or most basic part of something - ที่สำคัญที่สุด
  • corporate: involving large companies - บริษัทใหญ่
  • cost effectiveness: how much you get for what you spend -
  • critic: a person who expresses disapproval of somebody/something and talks about their bad qualities, especially publicly - ผู้วิจารณ์, ผู้จับผิด, ผู้วิเคราะห์
  • criticised: receiving words of disapproval over something that you have supposedly done wrong - ถูกวิจารณ์, โดนว่า
  • culture (noun): the customs and beliefs, art, way of life and social organization of a particular country or group - วัฒนธรรม
  • customer (noun): a person or an organisation that buys something from a shop/store or business - ลูกค้า
  • desire: to have a strong wish to have or do something - อยาก, ประสงค์, ต้องการ
  • direct (adjective): going straight to a place (not "going to other places first" which is "indirect") - ตรงไป, ไม่เบี่ยงเบน
  • discipline: the ability to control your actions - วินัย  
  • due to: because of - เนื่องจาก
  • effectiveness: the ability to produce the result that is intended - ประสิทธิผล
  • elderly: (of people) old - สูงวัย, อาวุโส, อายุมาก
  • evil: a force that causes bad things to happen; morally bad behaviour - สิ่งที่ชั่วร้าย
  • expansion: when something increases in size, number or importance - การขยายออก
  • fee: an amount of money that someone pays to be allowed to do something, or in this case, to hire someone - ค่าธรรมเนียม, ค่าจ้าง
  • fee: an amount of money that you pay to be allowed to do something - ค่าธรรมเนียม
  • filial piety: respecting your elders; the respect that sons and daughters show to their parents - ความกตัญญูกตเวที
  • generosity: kindness, especially in giving things to people - ความกรุณา
  • guardian: a person who is legally responsible for the care of another person, especially a child - ผู้ปกครอง
  • guilt: the unhappy feelings caused by knowing or thinking that you have done something wrong - ความรู้สึกผิด, ความสำนึก
  • hardships: difficulties - ความลำบาก
  • head of state: the official leader of a country who is sometimes also the leader of the government - ประมุขแห่งรัฐ ผู้นำของรัฐ
  • honesty: the quality of always telling the truth, and never stealing or cheating - ความซื่อสัตย์, ความจริงใจ
  • ideal: an idea about what is good and right, that you try to follow in your life and behaviour - อุดมคติ
  • immunity: 1. protected from a disease naturally by the body ภูมิคุ้มกันโรค, ภูมิต้านทานโรค; 2. protected from bad things that might happen -
  • in accordance with: following a rule or system; also in line with and consistent with - สอดคล้องกับ
  • in charge of: to be in a position of having control over somebody/something; having responsibility for somebody/something - ดูแล, รับผิดชอบ
  • in line with: following a rule or system; also in accordance with and consistent with - สอดคล้องกับ
  • indirect: not direct or going straight to a place, but passing through other places first -
  • integrity: the quality of being honest and having strong moral principles that you refuse to change - ความซื่อสัตย์, ความซื่อตรง
  • interest: an advantage or benefit to someone or something - ผลประโยชน์
  • joint: belonging to or shared between two or more people - ร่วม, ที่ร่วมกัน
  • knowledge (noun): all the facts that people know about a subject (example: medical knowledge) - ความรู้
  • launch: to start selling a new product or service to the public - เริ่มวางขาย
  • mentally: connected with or happening in the mind - ด้านจิตใจ
  • mindful: remembering somebody/something and considering them or it when you do something - สำนึก, ใจจดใจจ่อ
  • ministry: a government department that has a particular area of responsibility - กระทรวง
  • moderate: neither very great nor very small in strength, size, amount or degree - ระดับปานกลาง
  • monarchy: a type of government in which a country is ruled by a king or queen - การปกครองที่มีพระมหากษัตริย์เป็นประมุข
  • morality: principles of right or wrong behaviour - ความดีงาม, ความมีศีลธรรมจรรยา, ความมีคุณธรรม
  • nation: a country considered as a group of people with the same language, culture and history, who live in a particular area under one government; all the people in a country - ประเทศ, คนในประเทศ
  • national (adjective): for the whole country - แห่งชาติ, ของชาติ
  • normally: usually; in normal circumstances - โดยปกติ, ตามปกติ
  • patience: the ability to wait for a long time without becoming angry or upset - ความอดทน
  • physically: in a way that is connected with a person's body rather than their mind - ด้านร่างกาย, เกี่ยวกับร่างกาย
  • pillar: a strong column made of stone, metal or wood which supports part of a building or structure - เสาหลัก
  • positive: hopeful and confident, or giving cause for hope and confidence - ซึ่งมองในแง่ดี
  • power (noun): political control of a country or an area; having a lot of influence and authority to control people and situations - อำนาจ
  • practice: a way of doing something - การปฏิบัติ
  • preserve: to keep something as it is, especially in order to prevent it from being damaged or destroyed - ทำให้คงอยู่, สงวน
  • principle: a basic belief, theory, or rule that has a major influence on the way in which something is done; a moral rule or standard of good behavior - กฎ, ข้อปฏิบัติ, หลักปฏิบัติ
  • project: a planned piece of work that is designed to find information about something, to produce something new, or to improve something - โครงการ
  • public: the public; all people; the people in general - มหาชน, ประชาชน
  • purpose: the intention to achieve something - ความตั้งใจ, ความประสงค์, ความปรารถนา, ความตั้งใจ
  • question: to have or express doubts or suspicions about something - สงสัย
  • respectful (adj.): feeling or showing respect - ซึ่งมีความเคารพ
  • sacrifice: important or valuable things given up, so that you or other people can have or do something else - ความเสียสละเพื่อส่วนรวม
  • sense (noun): a strong feeling or belief - ความรู้สึก
  • shame: used to say that somebody should feel ashamed (guilty or embarrassed - ละอายใจ, รู้สึกผิด) for something they have said or done
  • share: to have or use something at the same time as someone else - ใช้ร่วมกัน
  • sin: an action, thought, or way of behaving that is wrong according to religious laws - บาป
  • state: government - รัฐบาล
  • statement: something that you say or write that gives information or an opinion - แถลงการณ์, คำแถลง
  • sticker: a sticky label (paper, plastic, etc.) with a picture or message on it, that you stick onto something - สติ๊กเกอร์
  • sufficiency economy: an economic principle under which the people of a country are able to meet their own needs by living moderately  and in harmony with the natural environment - เศรษฐกิขแบบพอเพียง
  • surplus (noun): the amount by which the amount of money received is greater than the amount of money spent; more than is needed - จำนวนที่เกิน, ส่วนที่เกิน, เหลือเกิน
  • tradition: a very old custom, belief, or story - ประเพณี, ขนบธรรมเนียม
  • unveiled: announced something officially that was previously a secret - เปิดเผย
  • unyielding: very firm, i.e., refusing to change your mind - แน่วแน่
  • uphold: to defend or keep to a principle or law; to show that you support something by what you say or do - รับรอง พิทักษ์รักษา ยืนหนัด
  • values: beliefs about what is right and wrong and what is important in life - ค่านิยม
  • willing: to be happy to do something if it is needed - ซึ่งสมัครใจ, ซึ่งมีความตั้งใจ
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