Myanmar has come a long way in its economic transformation in a few years, as seen in the influx of foreign capital and rising consumer demand in major urban areas. Once one of the most isolated countries in the world, the country since 2010 has been undertaking unprecedented reforms to improve the lives of its people, especially the poor and vulnerable.
While some economic improvements are evident, so too are social and lifestyle changes in a country that has rejoined the world, embracing some – but not all – of its popular cultures.
The revolution in apparel, with people now more open and relaxed about adopting western clothing, provides an excellent case study. Even though the vast majority of the population still wear the traditional lungyi, jeans have become noticeably more common, especially among young people in urban areas.
“It’s been almost a decade since we entered the fashion industry in Myanmar. We realised that Thai products are well-accepted in this country and it would be a phenomenal opportunity if we could create a brand identity for fashion products here,” said Pimpichada Tantivasin, managing director of UKK Intertrade, the owner of Nobody jeans, which have received high acceptance in Myanmar since their arrival.
Riding the wave of globalisation of culture since the launch of its first shop in Yankin Centre in Yangon in 2005, the brand has since expanded to 12 outlets in three major cities: Yangon, Mandalay and Nay Pyi Taw.
“With television and the internet, particularly the use of social media becoming more open to the public, foreign cultures are very popular among the younger generation in Myanmar. We don’t need to do anything much to change their perception to wear jeans; it’s basically peer pressure and their realisation that the world has changed,” Dr Hla Soe, managing director of Khattar Oo Company, the local distributor for Nobody jeans, told Asia Focus.
He said that in any case there was a misconception that during the years of military rule, Myanmar people were completely in the dark about the outside world. Even during those days there was exposure to international influences, by way of border trade with Thailand and visitors from other countries. The process of cultural inflow in Myanmar has been a continuous one, rather than an event that just happened recently, he explained.
In Yangon today, it’s easy to spot the influence of Asian pop culture and fashion. You’ll see young men with hair waxed upright and wearing simple jeans or even fashionable skinny jeans with T-shirts. Many young women can be seen wearing colourful shorts and dyeing their hair brown.
“Korean fashion is very popular here. Many of the young generation follow Korean drama and Korean pop music. Not only their clothes but their cosmetic products are considered trendy in Myanmar. However, when I have to attend important ceremonies, I still prefer to wear traditional costumes,” said Lawon Sandi, a 20-year-old female student.
She added that Thai fashion was also well-accepted in Myanmar and people were more willing to pay for products that are imported from Thailand or Korea.
The manager of a Nobody jeans store in one of the popular shopping centres in Yangon agrees. Hla Tan Min says jeans are now considered more trendy and stylish among young people. Many of his customers are Korean drama series fans, and huge crowds turn out to greet Korean celebrities whenever they are in town, he said.
Such is the influence of the Korean wave that when democracy icon Aung San Suu Kyi visited the country, she asked to meet with the popular actor and singer Ahn Jae-wook despite her busy schedule to attend the opening ceremony of the Pyeongchang Special Olympic Winter Games earlier in January, indicating that she is also a big fan of hallyu, the Korean culture boom.
Apart from the fashion sense of young people who are now willing to trade their lungyis for skinny jeans, their choices of socialising and hanging out are also changing. Ma Kham Tip, a young tour guide from Yangon, says she has seen more bars and nightclubs opening over the past few years and a lot more people have adopted modern urban lifestyles.
“There is also a shift from chewing betel nut to smoking cigarettes and drinking alcohol,” she said. “Though nightlife is still not so prevalent it is definitely more visible now. You can see more young people get together in the pub and listen to international music. Myanmar is definitely changing.”