cinderella Thai culture has a very deep character in general , plus many rules to follow.
He simply talks about how Thai people misunderstood the concept of "culture" and "reality". As you can see in video nobody would have put a shoe on their own head or any other heads, because of the culture. Although the best answer could be because it is dirty to put shoes on your head. In short, his point is don't always depend on culture but to balance with facts.