The incidence of obesity in Thailand is already significantly higher than in most other countries in the region, and worse is yet to come. The potential magnitude of the problem has been recognized by Thai health experts, and some small-scale or experimental remedial programs have been initiated. Those who wield the power to effect the necessary change may, however, be much slower to comprehend the significance of this burgeoning obesity crisis. Even when they do, they will invariably struggle to develop and implement an appropriate response. Failure to act quickly and decisively in addressing this issue will incur substantial social and economic costs for the Thai community.