The final negative impact of globalisation is portrayed in the Americanization of Thai value systems, including ideas, attitudes, and lifestyles. (Inglis 2005, p.118) People try to imitate American popular costumes and expressions in everyday life by dressing in fashionable Western styles and having more self-confidence but sometimes being aggressive which is against the Thai traditional norm. From those trends, materialism has occupied Thai communities where numerous clothes, accessories, and cosmetics of Western brand names (Wilson 2004, p.46) and luxuries are merchandised among people of all levels. Besides, an emergence of shopping malls or complexed explicitly shows a totally different value on power of money in Thai life. Consequently, these paradigms of cultural fusion stimulate more criticism of globalised Thailand, and as Clardy (2005, p. 82) asserts, it destroys ‘ethnicity’ relating to unique locality and a sense of the true self of individuals and groups.