Gelatinous bird's nest soup: The key to every girl's heart?

After a spell of playful courtship, he’s ready to take this office romance to the next level.

As his paramour works the copy machine, he mulls a crucial decision in his cubicle. In one hand, he holds a long-stemmed rose. In the other, a jar of bird’s nest swimming in sugary goo. Which gift will best express his love?

Since this is a commerical for Brand, renowned makers of bird’s nest soup, the outcome is rigged. Not only does the bird’s nest win her heart, but the couple ends up living out a full-on bird’s nest-themed romance. Their love is eternally sealed by a hand-written wedding proposal, laid atop jars of bird’s nest soup.

Bird’s nest producers have for years insisted that bird’s nest soup will melt a woman’s heart. But many young Thais caution that, unless that woman over 50, male suitors should reconsider mimicking the commercials.

“I’ve never heard of anyone giving bird’s nest to their girlfriend,” said Tisana Ruangsuk, 19, a student at Bangkok’s Chulalongkorn University. “You should really just give it to adults, older people you respect. Like your mom.”

The 'soups' are essentially sweetened gelatin, flecked with translucent nests that cave-dwelling birds fashion from their hardened drool. They’re sold in palm-sized jars, typically tucked inside frilly packaging or heart-shaped boxes. Despite the commercial connotations of red-hot romance, the soups are best consumed chilled or at room temperature.

Ads for bird’s nest soup dominate Bangkok’s advertising landscape.

You should really just give it to adults, older people you respect. Like your mom.

— Tisana Ruangsuk, college student

One ubiquitous billboard encourages men to “nurture your romance” with gifts of bird’s nest soup. Major manufacturer Scotch, based in Bangkok, and Brand, based in Singapore, enjoy a Coke vs. Pepsi-style rivalry that plays out on commuter train ads and TV spots.

“You buy it to show people you care for them,” said Aporn Saengniyom, 27, who works at a Scotch stall near Bangkok’s MBK Center. “It’s not something that’s valuable like jewelry. But it has value in your heart.”

Moms and girlfriends get equal attention from Brand and Scotch. Both rev up their ad campaigns before Valentine’s Day and Thai mother’s day. The latest mom-centric ad by Brand depicts a dutiful Thai daughter spooning soup into her mother’s mouth and weeping.

But another Scotch clerk, working at a stall inside Bangkok’s Phrom Phong skytrain station, confesses that moms -- or even bosses and sick relatives -- far outpace young girlfriends as recipients of bird’s nest soup.

“I guess the young generation could consume it,” said 21-year-old Saifon Siridech, surrounded by bird’s nest jars strung with pastel ribbons. “It’s a health drink, you know. Most teenagers are already healthy.”

Despite limited scientific proof, bird’s nest consumers swear by its supposed benefits to the immune system, lungs, skin and overall health. The nests are plucked from seaside caves in Southeast Asia where birds known as 'cave swiftlets' roost in nests formed from their dried spit.

The tradition is linked to Chinese medicine, though nests are eaten throughout Asia. Bundles of higher-end bird’s nests can sell for hundreds of dollars, but Scotch and Brand sell their soups  -- containing about one percent bird nest -- for about 80 baht per jar.

“If a guy gave me bird’s nest? I guess that would be OK,” said Manita Trirong, 20, a college student hanging with friends at Bangkok’s Siam Paragon mall.

Still, neither she nor any of her friends had ever received bird’s nest soup from a guy.

“At least it would mean he’s putting in an effort,” Trirong conceded.

Her classmate, 20-year-old Jump Malai, shook his head skeptically.

“It should be great, according to the commercials,” he said, “But as a young person, no. Other gifts are way more appropriate.”