This first-person narrative draws from an extended conversation with Sutasit Srivisarvacha, a thirty-year-old Thai graduate of the University of California, San Diego, who ultimately decided to return to his hometown of Bangkok. His reflections, while carefully edited for precision and readability, remain firmly grounded in his own words and experiences.
From the time he was a child, the trajectory of Sutasit’s life seemed almost predetermined. Growing up in the bustling capital city of Bangkok, it was always assumed he would follow in the footsteps of his parents, both of whom had spent significant periods abroad attending boarding schools. For them, such an education symbolized more than academic rigor—it represented exposure to diverse cultures and an opportunity to foster resilience, self‑reliance, and independence beyond the boundaries of Thailand.
At the age of thirteen, he embarked on this path, beginning his first year of preparatory school on Vancouver Island, Canada. The adjustment, however, was far from seamless. Removed from the familiarity of his family and the comforting rhythms of home, he found himself plagued by homesickness and isolation. The frigid, damp climate in particular weighed heavily on him, contrasting starkly with the warmth of Thailand. He vividly remembers phoning his parents in tears, overwhelmed by longing. Even everyday cultural details struck him as alien and bewildering—he recalls with frustration the awkwardness of being expected to eat rice with a knife and fork, a minor detail that nevertheless epitomized the sense of displacement he felt.
Over time, however, circumstances evolved. The pivotal transformation occurred during his final two years at the school, when he was paired with a compatible and supportive roommate. The friendship provided stability, and gradually he began finding both comfort and belonging. Immersing himself in basketball and discovering a community of peers helped lessen the emotional burden. Slowly, he ceased resisting his reality and instead embraced the necessity of persevering through his years abroad.
As college loomed on the horizon, one factor in particular guided his applications: climate. Having endured years of cold dampness, he resolved to study only in regions with warmth and sunshine. Consequently, his applications were directed exclusively toward institutions in California, Florida, and Texas. When acceptance offers arrived, he ultimately chose UC San Diego, where he pursued a degree in social psychology—a discipline that blended his intellectual curiosity with a desire to understand human behavior and interpersonal dynamics.
Upon graduation, returning to Thailand did not initially present itself as the most fitting course. His parents had long encouraged him to seize international opportunities and establish his career abroad, and he had absorbed this mindset deeply. Subsequently, he remained in the United States, and it was during this period that his interest in technology and design, specifically user experience design, began to crystallize.
His professional journey began with his role as an SEO analyst at a digital marketing agency in San Diego. The work, however, quickly proved uninspiring and monotonous for him. Yet this dissatisfaction inadvertently steered him toward a discovery: the field of user experience design. Fascinated by its emphasis on human-centered problem solving, he experienced an immediate sense of resonance that neither his academic studies nor his earlier job had quite delivered. Recognizing this connection, he made the bold decision to resign and enroll in an intensive online boot camp devoted to UX methodologies, hoping to fully immerse himself in this new discipline.
The leap paid off. His first official position as a UX designer came at Goji Labs, a boutique digital product agency in Los Angeles that specialized in creating applications and websites. The company was small, composed of only about ten employees, and as the sole designer in the team, he was thrust into a demanding crash course. The role required him to balance numerous projects simultaneously, creating design solutions at a rapid pace. Despite the pressure, he thrived, driven by the challenge and exhilarated by the opportunity to shape products so directly.
As his skills advanced and the agency expanded, his responsibilities grew as well; in time, he was promoted to project manager and played an instrumental role in laying the foundational structure of a design organization from scratch. These achievements were deeply rewarding for a period. However, after three years at the company, he began to feel the weight of exhaustion and disillusionment.
The source of his discontent was not merely fatigue but a growing skepticism toward the larger culture of technology, particularly in California. He became increasingly unsettled by the conviction, often unquestioned in that environment, that technology could serve as a universal solution—even for social crises such as homelessness. To him, such claims seemed naïve and unconvincing. The abstract nature of digital work, existing solely on screens, no longer resonated with his own vision of meaningful contribution. Ultimately, he reached the conclusion that he no longer wished to align his future with the culture of relentless technological optimism that dominated Los Angeles.
It was in 2024 that he chose to withdraw from this chapter of his life, bidding farewell to Los Angeles and embarking on the journey back to Bangkok. The decision, while momentous, was not entirely unforeseen. For years, he had imagined himself at some stage returning to his roots and channeling his creativity into an entrepreneurial endeavor of his own.
Once back in Bangkok, he allowed himself a six‑month sabbatical to regain balance and consider carefully what should come next. Initially, he toyed with the idea of launching a sleek fashion sportswear label, but practical considerations led him elsewhere: retail provided the possibility of more immediate revenue streams. Ultimately, he decided to establish Fewer Better Things, a men’s multi‑brand concept store. His analysis of the local market revealed a void; the choices in Bangkok seemed polarized between prohibitively expensive luxury designers on one side and mass‑market, low‑quality options on the other. With his store, he aspired to occupy the neglected middle ground by offering carefully curated, high‑quality items that combined sophistication with accessibility.
The store emphasizes a holistic lifestyle aesthetic, extending well beyond apparel to include contemporary menswear, home décor pieces, furniture, accessories, grooming products, and even select works of art. For him, the vision transcends mere commerce: it is about cultivating and selling a particular sensibility rooted in design, style, and intentional living. The merchandise is sourced globally, from countries such as India, the United Kingdom, Germany, Japan, South Korea, and, of course, Thailand itself. Interestingly, he deliberately chose not to create an online catalog, hoping instead to encourage customers to engage physically with the space and products—an insistence on fostering intentional, tangible experiences in an era increasingly dominated by digital consumption.
To establish his venture, he allocated 4.5 million baht (approximately $140,000) in personal savings. Of this sum, around 3 million baht has already been invested, covering the costs of renovations, operational expenses, inventory for the store’s first year, and the salary of a single employee. This considerable personal investment underscores his commitment to the project and his determination to shape it according to his own values.
Today, his favorite moments come not from spreadsheets or management tasks but from direct interactions in the store: engaging in conversations with visitors about design, fashion, aesthetics, and even their everyday lives. He has found immense satisfaction in this human connection, which contrasts significantly with the once‑remote nature of his technology career.
Bangkok, he observes, brims with creative vitality. Unlike the culture of relentless hustle and ceaseless competition he encountered in the United States, many people around him in Thailand are motivated primarily by passion and genuine curiosity rather than sheer financial ambition. This collective spirit energizes him; it fuels his belief that his work can be about more than profit, centering instead on creativity, community, and contribution.
No longer does he see the accumulation of wealth abroad as an end goal worth pursuing. Instead, what now inspires him are the tangible creations he can bring into existence and the positive impact he can have on people around him. Should he venture into producing his own brand in the future, he intends for it to be designed and manufactured entirely in Thailand, employing Thai artisans and creators. In this way, his projects could help generate sustainable income for his local community while nurturing national talent.
For him, this transition represents not just a change in profession but a profound shift in philosophy: a decisive step away from the hollow promises of technological utopianism in favor of authenticity, culture, and meaningful contribution at home.
Sourse: https://www.businessinsider.com/left-america-moved-to-bangkok-thailand-fashion-fewer-better-things-2025-9
