KTC Identifies 5 New Financial Trends: Thais Care More About Leftover Money Than Income

Krung Thai Card (KTC) has published an article on emerging financial trends among Thais, revealing that living paycheck-to-paycheck is no longer just a description of working life but has become a structural reality for many Thai people. As people must navigate life under financial constraints, Thai household debt remains high at 86.7% of GDP by end of 2025 (according to the Bank of Thailand), while living costs—particularly food and energy—continue to strain regular spending. This makes the "paycheck-to-paycheck" scenario a reality for many Thais rather than a distant concern.

However, KTC sees an important structural shift: consumers are beginning to question their role, moving from being "passive acceptors" of their financial limitations to becoming "active choosers" of the life they want through purposeful money management. The starting point is not just earning more, but making "leftover money" a baseline condition for quality of life. KTC member spending behavior data clearly reflects this transition. While consumers are spending more cautiously, spending in categories reflecting long-term value continues to grow. Health-related spending through KTC cards grew 80% in 2025 compared to pre-COVID-19 levels, while fitness spending has grown over 20% annually over the past 3-4 years, and hospital and beauty health services expanded 6% year-on-year.

A clear example is office workers aged 30-40 in major cities who, despite not experiencing dramatic income increases, choose to allocate budgets toward health maintenance such as exercise, annual health check-ups, and preventive health services, while coordinating payment schedules with their income cycle. These behaviors reflect a shift from spending just to get by to spending for maintaining quality of life and long-term options.

The question is not whether Thais have enough money, but whether they've started using money to choose their own lifestyle. Based on these insights, KTC has identified five important financial trends currently shaping Thai consumer behavior:

1. "Leftover Money" as Life's New KPI Modern consumers are beginning to measure financial security by the money remaining after expenses rather than total income figures. For example, young first-time workers start by separating spending and savings accounts, budgeting based on actual income, and reducing unnecessary expenses without compromising quality of life. Even with entry-level salaries, they can maintain consistent savings, reducing financial vulnerability and building long-term discipline.

2. Cash Flow More Important Than Account Balance Cash flow management skills are becoming the core financial skill for modern workers, whether through aligning billing cycles with payday or strategically planning payment timing to avoid short-term cash crunches. Freelancers and those with irregular income who manage liquidity well by prioritizing expenses and setting aside reserves in advance can maintain normal life without relying on emergency debt.

3. Financial Health Linked to Quality of Life in an Aging Society Thailand is clearly entering an aging society with over two million people aged 60 and above.