Rub Nong activity aims to plant the seed of unity and to cultivate shared pride among members of a particular university; however, it has turned to a wrong direction since the evidence for more extreme and fatal abuse rises. The cruel rite-of-passage, adopted from the contemporary US fraternity system and Thailand’s military services, has indeed triggered both parents and freshmen’s concerns due to the increasing number of mournful news broadcasted through media outlets, especially social media. Reported every year, the number of freshmen being physically and emotionally injured from the consequence of hazing is gradually escalating but the victims are reluctant to speak out. In fact, what we observe on the news is only the tip of iceberg. Though a campaign called “Ruknongyachuonnongduem” has been widely promoted on television to prohibit alcohol on hazing and to prevent abusive treatments launched, enough has not been implemented to solve the ongoing problems.