The new face of The Face Thailand: The vision of Tae Kantana for a new era

Tae Kantana (Piyarat Kaljareuk) speaks to Krissana Kochathamarat and Kantinan Srisan about bringing back popular reality show The Face Thailand

At a time when television faces its biggest challenges, the return of The Face Thailand isn't simply about bringing back a popular reality show. It's a crucial mission that Tae Kantana (Piyarat Kaljareuk), the programme's creator from day one, is determined to execute, refreshing every aspect to keep up with the times and meet viewers' expectations, particularly the younger generation who grew up with the show. Let's explore how this new season aims to create fresh phenomena under new concepts and definitions.

For this new season, what changes did you want to make to distinguish The Face from previous seasons?

PK: We want to refresh The Face completely. This season follows the philosophy of 'do less but achieve more, simple but classy.' We've reduced it to eight episodes (from the original 13) with new mentors and modern contestants to stay current. We enjoy working with young people who've grown up with this programme, they understand what they're here to do and how to develop within the show. It's challenging because the contestants are the heart of everything.

How have you adjusted your communication approach with contestants in this changing era?

PK: We've updated our communication methods to be more contemporary. Whilst they already have their own identity, we're the first to give them the chance to work in a professional atmosphere. For instance, collaborating with top photographers or campaigns from global brands like Tresemmé, Toyota, AHC, and Vaseline. Our concept is 'Inside Out,’ being based in Thailand, we can continue to create content that resonates globally.

How would you define modern contestants?

PK: As the definition of beauty in today’s world has changed. Beauty today must be multi-talented, not just about being pretty. If you're not yet ready to compete within the diverse landscape of beauty standards, you'll still have the chance to learn and grow steadily alongside it.

How does The Face define 'beauty' in this version?

PK: Today's definition of beauty is 'Real Size Beauty,’ you're beautiful in your own way, not according to others' standards. Self-love will be this season's core theme. We'll empower women to love themselves first, because loving yourself enough enables you to love others. We focus on 'worth' rather than 'value.' Worth cannot be taught, it must come from family. Without worth, it's difficult to have value.

With such a substantial investment in the programme, how should contestants prepare?

PK: We've invested 300-400 million baht in production, including presenter fees, wardrobe, hair and makeup, plus over 200 million baht for the virtual studio. These represent opportunities to become somebody. You must genuinely want it, not just come to create drama and leave.

Does The Face still uphold a social stance?

PK: The DNA of The Face is rooted in fashion, but fashion, in turn, is the reflection of society, economics, and politics. From the very beginning, we’ve used this platform to advocate for equality and LGBTQ+ representation. This year, however, our focus has shifted toward women’s empowerment. We believe in helping women become more confident and articulate, even more so than men, and in supporting individuals who are not only capable but also impactful. It’s about creating real value.

What if someone enters the competition without embodying the values you expect—but holds commercial appeal?

PK: That’s still valid. They can be part of the show. But we need to assess whether their value aligns with The Face. If it does, they’re welcome. What’s important is to understand that your personal values can evolve, hopefully for the better. You must be open to learning and growing through this programme, because we each learn from one another.

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How were the mentors selected this season?

PK: We chose from within The Face family, but through a fresh lens. This new panel of mentors will bring a different dynamic, no repeats of the past. We were looking for elegance, depth, and mentors who have something meaningful to say through their daily lives. Maria Poonlertlarp, our most recent winner, returns to the stage solo, ready to use her voice to champion issues close to her heart, particularly environmental advocacy and women's rights. Anntonia Porsild began her journey with The Face Thailand and went on to become the first Thai woman to win Miss Supranational 2019, as well as first runner-up at Miss Universe 2023. She’s the full package, both intelligent, accomplished, and ready to inspire the next generation. Khemanit “Pancake” Jamikorn brings with her a wealth of experience, grace, and composure. We've been in discussions with her for years, and we’re thrilled to finally have her onboard.

Who is the master mentor?

PK: The master mentor is everything in this universe, no one surpasses her. She's an actress who's been around for over 30 years, won numerous awards, and become curators in our own right, just as we are. She understands more than any mentor ever could. She is the pinnacle, her image remains timelessly relevant, a true example of someone who has risen to fame and stood the test of time. She is Ann Thongprasom, the master mentor controls the game and the other mentors.

Why elevate Ann to virtually own the programme?

PK: The chosen mentors are part of us, and Ann feels like one of the programme's owners. We give her everything, with mutual understanding. We know she's a fighter who maintains excellent work standards, can exist in every era, commands respect from young people, takes excellent care of herself, and as a producer, understands another dimension, that our work's heart is creating people, careers. Ann sees people's potential, can develop them, and recognises who suits what.

The presenter has changed this year, hasn't it?

PK: This is a new era. What we want is for the host to be informational. We're in the Age of Information, people should receive accurate information. We've invited fashion expert ‘Ston Tantraporn’ to host, to educate us, the team, and mentors. He hosts a podcast and carries a vast archive of fashion history in his mind, allowing him to articulate fashion with remarkable accuracy and insight.

What kind of response do you expect?

PK: The response is already strong. We know people love and eagerly await this programme. Television is in decline, reality trends should emerge, and we are the frontrunners of that revival. Our mission is to awaken the audience. If we can bring joy to people, then we've already achieved our goal. It’s a show that offers both knowledge and entertainment in equal measure.

How do you handle negative reactions?

PK: We brace ourselves as best we can, because we're used to it. When we revealed all new mentors or introduced Maria, people commented about ‘everything being new?’ We go live to explain that yes, it's new, and she's alone, will she survive? Many influencers applied themselves because they love the programme so much. We let them reach the programme stage, but how far they go is up to the mentors to decide.

What must contestants face to win The Face?

PK: Our direction and beauty definition are set. If there are changes, we'll announce them during the Final Walk with a show conveying the message that despite fierce competition, everyone must unite. Ultimately, the winner must understand sacrifice. We'll have a campaign that invites reflection on what it truly means to be a giver.

In the end, what makes this programme still beloved by viewers?

PK: We therefore intend to create people, work, careers. The programme reflects current events, politics, society, economics, and human emotions. It's a programme that lives in the present, allowing us to capture the pulse of the world and Thailand and incorporate it into the show.

The Face is a format recognised and appreciated by audiences around the world. Half of its appeal is already established, the other half comes from what we bring to the table, a defining essence of Thai identity. As The Face stands out through its unmistakable DNA rooted in fashion, beauty, and lifestyle, all intricately woven into the heart of the show. 'Lifestyle' is crucial because everything you do daily, combined with reality's cruelty that plays with people's emotions, makes viewers question whether there are scripts, if it's real, if it's genuinely harsh. This charm allows all genders and ages to watch and understand. When there's information about the entertainment industry everyone wants to join, people understand better that it's not as easy as thought. This season will have all mentioned dimensions and be even deeper. We want entertaining viewing, but if anyone gains more, we're delighted.

Is The Face still a fashion leader today?

PK: Not anymore. That's why we must start fresh. For this restart, we ask for open minds, we don't want to cling to the past. If people like old faces and want to see them walk occasionally, we might arrange it. But we want to pursue new paths. I'm already thinking about The Face Men, The Face Teenagers. Hopefully this return will spark our ability to do many other things.

Could you tell us about the new studio?

PK: Our new studio is Virtual Production Studio, the most production-service-ready in Asia. We've invested over 200 million baht,a future-profit investment. We built it for industry people to use at accessible prices. Understanding workers' pain points, we can change ten scenes in one day or create sunset sets. Virtual technology is the leading man, sound is the leading lady. We have the world's best sound system. Previously we were number one in post-production for lighting, colour, sound. Now with Virtual added, we're more comprehensive, able to work and post immediately without separate lighting or sound adjustments. It's complete here. Besides The Face, many foreign films, advertisements, and music videos are shot here. We want to be the world's production hub. The challenge is the market lacks good graphic designers, so we hire Koreans to train locals. But we're confident we're the most ready in both technology and personnel.

What's your view on AI in the entertainment industry?

PK: AI is a human creation and it should remain guided by human hands. We must be cautious not to believe everything it produces, as it still carries many flaws. In my view, humans continue to hold greater importance than AI. It should be used wisely, never misused, and certainly never allowed to dominate. When it comes to creativity, AI still cannot surpass the human touch. No matter how well it imitates, it can never truly replicate the originality and soul of human-made art. That said, AI does offer the advantage of speed and efficiency. At Kantana’s studio, we will use AI to accelerate workflows, but for me, human talent remains the top priority.

How will you make people know about and use the studio more?

PK: We'll showcase it through The Face, where people will see behind-the-scenes filming and how to use the Virtual Studio at every step.

Besides The Face and the studio, do you have personal plans this year?

PK: There should be more personal online campaigns to communicate with young people and hope to continue making The Face for future seasons. Currently Kantana is gaining momentum with several dramas like Master of the House, Tomb Watcher, Dek Thai Hua Jai Khon, and soon Ziam, the story about zombies, airing on Netflix this July. There are many other projects to follow.

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