สู้ๆ: the national pep talk

Before an exam, a job interview, a hard shift or a hospital visit, Thais say สู้ๆ (literally 'fight, fight'), often with a raised fist or a sticker in LINE. It means 'you can do it, I'm on your side'. It's light, warm and fits almost any struggle, from a long queue at immigration to a breakup. Reply with ขอบคุณ จะพยายาม ('thanks, I'll try'). The word sits alongside other Thai values: อดทน (patient endurance) is admired, and complaining at length is less so. For serious grief, though, สู้ๆ can feel too breezy; say เป็นกำลังใจให้นะ ('I'm sending you strength') instead.