The chief proponent of localism in Thailand or "moso" (moderation society) is King Bhumibol Adulyadej's philosophy of "sufficiency economy". The foundations of King Bhumibol's theory include sustainability, moderation, and broad-based development. The Learning Centre of King Bhumibol's Philosophy of Economic Sufficiency claim the concept is focused on living a moderate, self-dependent life without greed or overexploitation of, for example, natural resources.
According to the opinion expressed in a leaked top secret cable from the US ambassador in Thailand to the US Secretary of State, the tenets of sufficiency economy are "vague and malleable", its popularity due to a "public reluctance to criticize anything associated with the revered King."[1]
After a coup d'état, the military junta claimed that the policies of deposed Prime Minister Thaksin Shinawatra were inconsistent with the king's philosophy.[2] The preamble of the junta's new constitution stated that promotion of self-sufficiency was one of the fundamental roles of the state.[3]
The junta-appointed Prime Minister Surayud Chulanont pledged to allocate 10 billion baht (almost US$300 million) for projects to promote well-being in line with King Bhumibol's sufficiency economy principle. He made the pledge while participating in King Bhumibol's 80th birthday celebrations.[4]