An overwhelming majority of Thai people support wearing traditional attire during Songkran festivities, according to a survey conducted by the National Institute of Development Administration (NIDA).
Of 1,250 respondents across the country, almost 85% see the garb as a good way to promote the festival, while 15% said the costumes are too expensive.
Thai retailers reported an upswing in demand for authentic outfits triggered by the mega-popular TV drama series Bupphasannivas (Love Destiny). Its lead female character, Mae Karaked, wears black jong kraben pants, common during the reign of Rama V and Rama VII.