It’s not lemongrass. It’s not mango sticky rice.
It’s menthol and everyone’s hooked.
(Source: Shutterstock image)
From Bangkok’s street stalls to BLACKPINK Lisa’s handbag, one little green bottle has gone from an auntie essential to viral icon. Say hello to the Hong Thai inhaler. Thailand’s most unexpectedly cool cultural export.
From Street Stall to Status Symbol
It didn’t start as a flex.
The story begins with Teerapong “Keng” Rabutham, a Bangkok local who once pumped petrol and scraped by to support his family. Then came a short course on aromatic inhalers and a 200 baht gamble on herbs and hope.
What followed? A blend of menthol, camphor, eucalyptus, and magic.
Today, Hong Thai sells over 3 million units a month, and it’s not just for stuffy noses anymore.
(Image source)Some say it clears congestion. Others swear it sharpens focus.
But on TikTok and in BTS stations, the answer’s more straightforward:
It feels good. It looks good. It smells like a reset button.
When Culture Meets Content
This isn’t just about menthol anymore. It’s about moments.
Lisa stans know she carries it. Olympic athletes have been spotted using it between events.
Collectors? They’re out here treating inhalers like accessories, rhinestoned, colour-coded, personalised.
Even the art world joined in.
A collaboration with contemporary legend KAWS turned the bottle into a limited-edition collectable.
Because why shouldn’t self-care come in cool packaging?
(The Power of a Scent
Hong Thai isn’t just a business success story.
It’s an ambassador for Thai culture alongside Muay Thai, mangoes, and that unshakable Thai smile.
This bottle carries more than menthol. It embodies creativity, resilience, and a hint of national pride. And it’s made soft power smell good.
Final Puff
The Hong Thai inhaler is no longer just a wellness tool.
It’s a mood. A movement. A tiny bottle that says: pause, breathe, reset.
So the next time you spot someone mid-inhale at Chatuchak or flexing their rhinestoned cap on Reels, don’t roll your eyes.
Join them.
You’re not just catching your breath.
You’re catching on.