Thailand is one of the few Asian countries which have never been colonized (Japan and Nepal are the other ones). Thai people are very proud of this fact.
Things should be a little clarified, though. Thailand (formerly known as Siam) was sandwiched between the British and the French colonial empires. And Thais are masters in diplomacy and negotiation. They cleverly played off the French against the British interests, and managed to remain a buffer zone between both spheres of influence and thus an independent state.
This had important consequences. For instance, in no other Asian countries are expatriates as submitted to restrictive regulations as in Thailand. But during the 19th and 20th centuries the Thais could stay on their own, without being subjected to any foreign power. Their culture has been influenced by Western cultural elements indeed, but much less than in the other Asian countries. Missionary activities were not banned, but had meager results. It is not exaggerated to state that Thailand is the most Asian country in Southeast Asia.
The head is the most important body part to the Thais, the feet the least one. Never touch someone’s head, unless you are a practicing doctor in medicine or a hair dresser – it would be a most disrespectful act. Pointing at somebody or something with the feet is definitely wrong. Even crossing one’s legs and thus directing one’s foot towards somebody is an insult. Throwing something to someone is also very impolite and off-habit. Be careful to respect such customs, which are most important to the Thais.
 Thais are very religious, but also very superstitious, and the dividing line between the two is not always easy to draw. Buddhism has been introduced since the 8th century, and evolved from more ancient beliefs, such as Hinduism and even animism. The large majority of the Thais – except for the Muslims in the south and in urban communities and part of the Sino-Thais who are Christians - are practicing Buddhists. Buddhism is more of a philosophy than of a religion, though, and people pray and pay respect whenever and wherever they want, without real obligations. For cremation ceremonies and at major religious festivals Buddhism is widespread respected.
 Spirits, derived from earlier animism, are still omnipresent, though, and you better can stay in good terms with them, rather than attract their anger. Spirit houses are erected on the compound of every building, be it a simple house, a government building or a shopping mall. They serve as dwellings to house and befriend the spirits who inhabited the original spot, and every morning offerings – in the form of fruit, drinks and incense sticks – are brought to pay respect to them.
Few Thais would neglect the horoscope page, and quite many also consult a fortune- or future teller, a palmist or a card-reader. Their conclusions are taken very seriously and are no laughing matter!
Getting married, the setting up of a business, the opening of an office, the handing over of diplomas or certificates and all other important events must take place on a precise date and on a fixed hour, usually, but not always, very early in the morning. This is one of the moments a Thai will be scrupulously on time!
Shoes have to be taken off before entering a temple, but also before entering a Thai house. Not inside the house, not even on the doorstep, but outside! Nobody wears shoes inside a house or an apartment. Leave them in front of the threshold, even when your host says it doesn’t matter, he will prefer them to stay outside anyway!
When you enter a living room or an office you will most probably and automatically be offered a glass of water. As you often come from a hot environment, a glass of cool water is always welcome. Sometimes coffee or tea will be suggested. Often you will be asked how you prefer your coffee, but if a syrupy brew of condensed milk and sugar and very little coffee is placed in front of you and you can’t drink it, simply accept it, thank for it, and leave it untouched – refusing it would be an offence.
Giving presents is also subject to cultural habits. Reactions and attitudes are different from those in Belgium. When you hand over a present, nicely enveloped and decorated with a beautiful ribbon folded in the shape of a flower, the Thai receiver will thank you and… put the present aside without opening it! This will be done only after the guests and the gift-donor have left! This is a habit you have to count with. It is often a source of irritation to many Westerners. You just have to cope with it and consider it a local custom. A Westerner opens the present box, thanks the donor, expresses admiration – notwithstanding the kind of gift and the fact that it is liked or not – and says: ‘You shouldn’t have done this’. Most Thais take this remark literally and will not give another present in the future! On the other had, most Westerners feel quite frustrated when a Thai doesn’t open a present and thinks the gift is not appreciated. Not so. The Thai receiver is very happy with it, but cannot open it in the presence of the donor, according to local traditions and politeness. Why? Suppose he/she doesn’t like it. This can not be hided and the receiver would loose face, something which is not acceptable.
Losing face is one of the basic elements in the Thai social universe. Nothing is worse for a Thai, indeed for an Asian in general. Seniority is another major norm. A senior must be respected and is always wiser than a junior, whatever his opinion. This is no point of discussion. A teacher (khru) or lecturer (ajarn) has more knowledge than his students and is thus to be respected. A high official or a monk has a higher status and is to be respected for this. You can not be righter than they are, period! Suppose you attend a party and a director-general says in public Belgium is the capital of Brussels. Don’t correct him in front of other people, don’t laugh at his mistake, because he would loose his face and nothing is more humiliating. Even you would, because how could an inferior lecture his senior, this is unthinkable and thus a ridiculous effort. In private, you can discreetly whisper the correction in his ear….!
We Europeans feel proud to be direct, open and straightforward. This is our way of living. It is not the Thai way of behaving. Thais always say ‘yes’, never ‘no’. But they always act consequently to their meaning, which is not always conforming to the approval. Why? Because saying ‘no’ is simply very impolite. This doesn’t mean Thais are not trustworthy (or Belgians always are!). Both ways of thinking and living are just different. So, try to avoid questions which engender answers such as ‘yes’ or ‘no’. The ‘yes’ would only mean ‘yes, I heard what you said’!
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