If you walk into a corporate office in Bangkok, you may find yourself greeting an executive named Boss. At a hospital, you might be treated by a doctor called Gift. You may even see celebrities named as Off or Gun.
To outsiders unfamiliar with Thai culture, these names may sound like jokes or mistranslations.
In Thailand, however, they are neither.
They are part of a long-standing cultural practice known as Chue Len, or play names, somewhat similar to Bengali tradition of nicknames.
Unlike many societies where nicknames are informal or reserved for close circles, Thai nicknames function as a person’s primary identity.
They are used across social hierarchies — by friends, colleagues, superiors, and even printed on office name badges. In daily life, formal names are often secondary.
A two-name system
To understand why someone might be known as Force or Book, it is necessary to look at Thailand’s naming tradition.
Back in the Sukhothai era (13th-15th century), long before Western influence, most people had only a single short name and no surname.
Early nicknames were often unflattering, due to an old belief that evil spirits preyed on attractive or valued children.
Parents would call children Moo (Pig), Kob (Frog), or Ouan (Fat), believing an undesirable name will discourage spirits from harming them.
While such superstitions have largely faded, the structure of nicknaming remains intact. What has changed is the vocabulary.
The introduction of formal surnames came much later, in 1913, with the enactment of the Thai Nationality Act, also known as the Surname Act.
This led to the creation of long, unique family names and equally elaborate given names (Chue Jing), often derived from Pali or Sanskrit.
These formal names are auspicious and meaningful but cumbersome in daily conversation.
As a result, Chue Len continued to fill a practical role — offering a short, easily pronounceable alternative suitable for everyday use.
From spirits to status
As Thailand modernised, traditional nicknames based on animals, colours or objects began to coexist with foreign influences.
From the mid-20th century onward, English words increasingly entered the nickname lexicon, driven by global trade, tourism, and popular culture.
By the 1990s and early 2000s, the trend expanded further. English nicknames were no longer limited to simple words but began reflecting consumerism, aspiration and global branding.
It is now common to encounter names such as Bank, Bonus, Champ, or Benz, chosen for their perceived association with success.
Others fall into what might be described as the “cute and consumable” category — Cream, Cake, Mint, or Peach.
Some names are selected purely for their sound, including Ball, Art, or Knot, while others are numbers or ordinal terms like First, Fourth, or Nine.
English meaning is often secondary. Parents may choose a word because it sounds pleasant or fashionable, without regard for its literal definition.
Sometimes, nicknames can also be simple Thai words, such as Phum, meaning proud, or Dao, which means star.
Practicality over formality
For international audiences familiar with Thai television and cinema, these names are familiar territory.
In reality, everyday usage can be even more inventive, with some families adopting alphabetical or technological themes.
The pervasiveness of Chue Len is ultimately rooted in practicality. Formal names are viewed as ceremonial and distant, and using them in casual conversation can feel socially awkward.
The nickname offers familiarity, ease and approachability.
Although it is possible to find someone without a nickname, it is rare. More often, a shortened version of the formal name fills the role, such as Than for Khomthanwa.
At its core, Thailand’s nickname culture reflects a balance between tradition and adaptation.
It softens a formal naming system with intimacy and creativity. Whether someone is called Dunk, Tadpole, Pond, or New, the name carries traces of history, aspiration and cultural flexibility — wrapped up in a single, catchy syllable known simply as Chue Len.