In an era where the clock ticks as fast as the heart rate when rushing a deadline, believe it or not, the perception of "luxury" has completely changed. The image of wealth is no longer represented by the amount of jewelry or luxury sports cars. The true value of luxury lies in having good physical and mental health—or in a simpler term "Wellness". The viewpoint is highly embraced among the new generations. 

Why is that? The world is full of pollution, stress, and emerging diseases. Being able to sleep soundly without medication, breathing fresh air in a safe home, or having time to exercise has become a "capital" more valuable than any designer bag. Wellness is not just a superficial health trend, but is an "investment" with long-term effects.

Many dimensions revolve around healthy living, have you ever wondered which wellness persona your lifestyle falls into?

Not Just Imagined, but from a Research "Blueprint"

Before diving into the list, it must be stated that this information isn't made up. This is a "secret formula" derived from decoding in-depth research by TerraBKK (Terra Media and Consulting), a marketing research consultant, presented at the annual real estate seminar "TerraHint Brand Series 2025" under the theme "The Wellness Blueprint #LiveWellFormula".

From the consumer insight research "BUILDING STRONGER BRANDS THROUGH WELLNESS INSIGHT" by TerraBKK—sampling over 2,000 people, mostly in Bangkok and its vicinity—the results clearly show that Thais do not see Wellness as just going to a spa. Instead, it is "good quality of life, a good environment, and safety". This aligns with factors for looking for a home, where the environment is always a top priority.

This information is not only useful for individuals but is also useful for investors and businessmen looking for a new target group who are ready to spend for better health.

The 4 Faces of Wellness Humans: Who Are You in This Universe?

Based on different behaviors and lifestyles, the research divides "Wellness Persona" into 4 main styles:

  1. THE BALANCED SOCIALIZER (34%) - Good Health and Socially Prominent:
    • The largest group in the market, mostly new-generation individuals with middle-to-high income, often single.
    • They don't sacrifice their social life just to eat healthy; they find a balance between self-care and meeting people.
    • They enjoy traveling for new experiences, both domestically and internationally, and spend on beauty, spas, and personal trainers to look their best.
    • For housing, they focus on spending for health, beauty, and experiences, prioritizing quality and convenience like cleaning or room service.

2.THE ASPIRING SELF-IMPROVER (28%) - Determined and Inner-Focused:

  • Mostly Gen Y and Gen X working-age individuals with middle-to-low income but high determination for self-care.
  • They have their own "formula" for health rather than following trends, spending only on what is necessary and for loved ones.
  • What they crave most is quality sleep and resting in quiet nature. They are not party-goers and prioritize safety and family care, medical services, and convenience.

3.THE CASUAL EXPLORER (24%) - Family-Oriented, Trying to Balance Life:

  • Spread across various ages, especially Gen X with families and moderate income.
  • They have good intentions to be healthy but are "trapped" by responsibilities like work and children.
  • Their wellness activities are simple and integrated into daily routines, like reading, listening to music, or praying. They look for reliable basic services in housing, especially safety and hospital transportation.

4.THE HOLISTIC WELLNESS (14%) - Precise and Disciplined for Quality of Life:

  • The smallest but most "authentic" group, typically older with middle-to-high income and comprehensive discipline (clean eating, regular exercise, quality sleep).
  • For them, a home is a "Healing Space". They love large green areas, outdoor activities, and are willing to pay more for international-standard safety systems and health technology.

Conclusion: Happiness Starts with the Right "Choice"

TerraBKK research says there is "no magic formula for happiness". Knowing which wellness group you belong to helps you understand what you truly need and choose the right housing, services, or lifestyle for your well-being. For businesses, this is a guide for developing products and communication to reach the hearts of these

On the business side, this information serves as a compass indicating that if you plan to enter the health or wellness business, you need to develop products or communications that resonate with the hearts of these 4 groups.

So, have you found out what your "blueprint for happiness" looks like? If you're still unsure, try exploring your daily routines a bit; sometimes the answer may be hidden in how you choose to spend your free time this weekend.

But if you want to know which persona your project fits, consult our Data team at www.terrabkk.com/contact.