Westerners’ minds tend to follow the rules of fact and logic, generally speaking of course. The typical Thai is, however, far more intuitive. Ask a Thai monk “when was this temple built and by whom?”, and he is likely to answer, “It doesn’t matter, it is more important to feel its spirit”. Whereas most westerners might mistrust feelings as being difficult to analyse and therefore unsafe, the Thai does not trust ‘alleged fact’ in a society where it is sometimes important and acceptable to hide the so-called truth - ‘true’ to whom? And at what expense?

The extreme politeness of the Thais is very necessary in a society in which social harmony is paramount. To preserve this harmony it is frequently necessary to hide one’s true feelings. The greatest compliment is to be described as jai yen (cool heart), which means the ability to always appear calm and in control, whatever the circumstances. Thais will rarely criticize an individual in their presence. As well as making that person ‘lose face’, and so being socially unacceptable, it would also challenge the right to make one’s own decisions. Of many Thais might be said: “What I believe and do is right for me”. This attitude explains the great apparent tolerance of Thais, but it is only apparent. Although the eccentric and deviant will never be made to feel uncomfortable, Thais will secretly gossip, scorn and deride the unconventional since Thai society is actually quite rigid. For the topless western sunbather or joint-smoking hippie, the Thais might feel embarrassment and disgust, but will never let the oblivious foreigners know their cultural mistakes. It is therefore important to read the section on etiquette carefully. It is so easy to unwittingly cause offence and never know yourself what you have done. One cannot be too sensitive.

Status, and its outward manifestations, are very important to Thais. They do not have a rigid caste or class structure, but every Thai knows exactly where they fit in a very complex mix of factors which determine their position. Age, family, occupation and wealth are some of the more obvious factors. All Thais respect their elders, and will use the term pee in front of the name of an older colleague or friend to mark this respect. Being a member of a wealthy or professional family brings respect, as do occupations such as monk (the most respected), doctor, teacher, headman, etc.

As Thailand has entered the “market economy”, wealth has become more significant in the individual’s position, and wealth is unashamedly displayed. The more gold you can wear the better. (Gold is an insurance policy, its value remains fairly constant, and in wearing it you have ready access to cash by pawning it, if need be, at one of the many pawnshops.) Rich individuals will commonly be adorned with heavy pendants, bracelets and rings of pure 24-carat gold. Cars have become a very important status symbol. Despite the huge tax on imported vehicles, many Thais will make great sacrifices to buy a BMW or Mercedes.

Buddhism, which is a vital factor in the life of almost every Thai, teaches that ‘life is suffering’ - so make the best of the good times as they may not last. Thais tend not to think too much about the future, but to enjoy to the full the present. They tend to buy on credit, looking not at the total price but how much they must pay for something now.  “We cannot see tomorrow” is a very common Thai expression. They never miss an opportunity to have fun - sanuk - since it may be their last chance...or yours!