Hypertension. Cancer. Diabetes. COPD. Those are all non-communicable diseases (NCDs) traditionally depicted as the privilege of wealthy societies basking in their comfortable lifestyle of unhealthy diet and physical inactivity. Worldwide, NCDs account for 60% (35 million) of global deaths. Yet, contrary to common perception, the largest burden occurs in low- to middle-income countries (LMICs): more than 70% of all cancer deaths and 80% of deaths from heart attacks and strokes occur in LMICs, for example, and a frightening time bomb is ticking in several countries like Thailand where obesity in adolescents increased by 33% in the past two years.