Real People, Real Jobs Thailand — Uracha Chaiyapinunt

A multi-faceted creative leader behind many of Thailand's "firsts"

It’s a common adage that in the United States we “live to work”: we spend our evenings at the office instead of the café terrace; we endure fitful nights ruminating over work mistakes; and even on our (scarce) holidays, we’re easy to pick out of a pack of vacationers because of the calls we take while pacing up and down the beach.

Of course, this lifestyle is not entirely by choice — if this was a different newsletter, I would write about how our healthcare access is tied to employment, and how holding numerous jobs is a matter of economic survival for many Americans. But there is also an aspect of our “live to work” mentality that is culturally driven, and even celebrated. I’ve always wondered if there is a better alternative. And increasingly — whether because of social media, politics, or simple curiosity — I’ve noticed that many of my friends wonder, too.

What does work really look like in different countries? Are the hours more manageable, the bosses kinder, the offices more ripe for romance? Is the Spanish “siesta” actually in practice, the red wine-soaked lunches Emily takes in Paris a Netflix-propagated stereotype or an honest, intoxicating reality? It’s easy to think the grass is greener on any side of the US border, but what are the true differences — and similarities — in work cultures, demands, and opportunities across countries?

These are the questions I’ll answer in Real People, Real Jobs International — a new variation of Real People, Real Jobs where I talk with people working outside the United States.

When I conceived of this idea, it was with my friend Uracha in mind. Uracha and I met as students at USC, and together we persevered through a very memorable domestic odyssey from Los Angeles to Auburn Hills, Michigan that entailed three planes, two cars, and an absence of weather-appropriate footwear. After graduating, Uracha returned to her native Thailand, where she’s built a creative career that balances an office job, a growing business, and freelancing. Here she is to tell you about it, and also share her perspective on what Thailand can teach the world.

Real People, Real Jobs International is for paid subscribers only, so upgrade to access the full feature. Below the paywall:

• How Uracha uses AI

• What Uracha wishes she’d known as a new college grad

• Accounts she follows to stay ahead of trends in food, hospitality, design, and travel

• And much more…

(Obsessed with this outfit)

Uracha Chaiyapinunt leads Spruce, Thailand’s first furniture subscription service, built to make decorating spaces more accessible, flexible, and sustainable. She started her career in digital and content marketing, where she spent years helping brands shape their stories and connect with audiences through creative campaigns. That same love for storytelling now extends across her many pursuits — whether co-founding Table of Hands, a creative culinary and event production studio, or freelancing for publications including Travel + Leisure Southeast Asia, Design Anthology, and more.

On a workday in her life: Wednesday, April 3, 2025

I hate to admit it, but I typically start my day on my phone — checking messages, replying to urgent emails, and writing down my to-do’s. Today’s an office day, and I get in just before 10 A.M. for a meeting with our tech team to improve Spruce’s website. Since we don’t have a physical showroom, the site is our main touchpoint, and we’re constantly refining it. We're currently working on a new page for our B2B clients since we are expanding to office furniture this year with the hopes of capturing SMEs and startups.

Lunch is a sandwich in one hand, phone in the other. I speak with a prospective Table of Hands client who is interested in working with us for the launch of their new bag collection. I love having Table of Hands as my passion project that I use as my creative outlet to balance the cyclical nature of my day job.

The afternoon is then spent working on Spruce’s upcoming furniture order. After launching a little more than two years ago, we now have a better understanding of the products and price point our target market is looking for. This new order will hopefully fill in any gaps we might have previously had in our existing product line-up. 

I usually clock out of work on time at 6 P.M., but have found that I am most productive late at night when everyone else is asleep, so like usual, it’s home, dinner, shower, and wrapping up some unfinished tasks to have a better start tomorrow.

On the story behind her side business, Table of Hands: 

Table of Hands started with three acquaintances — Field, Kat, and me — really wanting to showcase food in a new light: as a medium for storytelling; not just to fill you up at events. That’s why all our menus for each event will somehow tie back to the theme or the brand we are working for. I think what has been key to our team dynamic is that we all have such different strengths and skill sets. We trust each other and respect one another; we don’t step on each other’s toes.

Uracha with her Table of Hands co-founders. Beyond tablescapes, they’ve even designed a handbag out of fruit leather.

I’m trusted with talking to clients and vendors, and managing project timelines and needs, which comes with having started Spruce and being the only one of the three who is working an office job. Though the businesses are very unique, the actual work is extremely similar.

From left to right: Table of Hands projects for Danish furniture brand Fredericia, Thai clothing brand Sretsis, and American clothing brand BODE. Additional clients have included Loro Piana Interiors and Anastasia Beverly Hills.

On a misconception people often hold about her job:

I think since visual design has such an important role in both my jobs — at Spruce and Table of Hands — people from the outside tend to think it’s all fun. While that’s sometimes true, it does look much more glamorous on social media than behind the scenes. In reality, it’s just like any other desk job with a lot of coordination, planning, paperwork, back-and-forth emails, and Zoom meetings.

On the differences between working in Thailand and the US:

Thai workplaces are much more hierarchical than in the US. It’s ingrained in our culture (collectivism) and is taught to us from a young age: to respect our elders, to keep the peace (sometimes at the cost of personal comfort), to be considerate of others’ needs. Communication with colleagues, bosses and even clients, is therefore delicate, which I had to adapt to. This is completely the opposite of my experience living in the US, which was much more cutthroat. The positive side of Thailand’s collectivism culture, though, is that I do think you get a stronger sense of people working for a common cause: the spirit of teamwork is much more felt and can be very rewarding. 

On what Thailand can teach the world:

There’s a word in Thai that every Thai person knows: Greng Jai.