Traditional costume fever grips Thailand

Discount at cinema

Wearing traditional clothes can get you a discount at the cinema. The country's Major Cineplex Group announced this week a buy one, get one free promotion.

Flight attendants for national carrier Thai Airways International are also dressing up in national costumes from the reign of King Rama V this month to mark the Thai New Year festival known as Songkran.

This weekend, Thais flocked to an event initiated by the king ahead of Songkran - which for many has become a rowdy water-soaked affair.

The palace event, over three days, aims to revive a more sedate vision of Thailand's culture with tribute being paid to past kings, Buddhist rites and displays of folklore.

"The public is encouraged to dress in traditional Thai period costume, wear Thai clothing or polite smart casual attire," the Thai tourist authority's news website said. "Water guns and baby powder pasting are discouraged."

Back at the Siriroong Ruang shop, Maneejan Srilert, 23, an employee at the Stock Exchange of Thailand, eyed a gold and red traditional skirt to wear to an office party.

"I don't think of it as a political thing," she said. "For me it's just fashion."

Reuters