Gelato and Gelato Entrepreneurship in Bangkok, Thailand – Food, Fashion or just Happiness?

This is a study at many levels of very current and seemingly expansive gelato entrepreneurship in Bangkok. Thailand is a country of many waves of food importation over the years. Countries of origin perhaps most obviously include Portugal and China, but also Italy. This study particularly focuses on the motivations and attitudes of current gelato entrepreneurs, especially in the early years of their businesses at and shortly after start-up. All started the businesses they run. However, the study had a further aim, to place gelato culturally in contemporary Bangkok society. Is its currency part of what cultural anthropologists label a culture “vibe”, culturally highly on-trend and what associations might that bring with other product categories? Out of such a mixture of aims came the simple research questions of 1. What are the attitudes and motivations of entrepreneurs within the contemporary gelato Industry of Bangkok, Thailand. 2. What sense do entrepreneurs within the contemporary gelato industry of Bangkok have of the place of their businesses in broader contemporary lifestyles and culture of the city and of the history of food in Thailand. These were to be researched in greater Bangkok, through qualitative inquiry, mainly based on formal semi-structured interviews of gelato business owners but also including observation and lengthy informal discussion with owners. The research revealed that the entrepreneurs were very much aligned with descriptors of artisanal entrepreneurship, such as lack of concern to maximise income or profit and a positive concern to educate customers. Relative to seeing their product and themselves as placed within contemporary society there was only a vague sense of being culturally and commercially on-trend and that as part of their choosing gelato entrepreneurship. However, when specific connections were mentioned, the strongest responses appeared lukewarm, and referring to the generality of social media as a necessary presence for start-up and young businesses at this time.