People try to imitate American costumes and expression in everyday life by dressing in fashionable Western styles and having more self-confidence but sometimes is against the Thai traditional norm. From those trends, materialism has occupied Thai communities where numerous clothes, accessories, and cosmetics of Western brand names and luxuries are merchandise among people of all levels. Besides, an emergence of shopping malls or complex 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 asserts, it destroys ‘ethnicity’ relating to unique locality and a sense of the true self of individuals and groups.