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3 Culture Shocks that Americans Experience in Thailand

Carlos Menendez

Carlos Menendez

August 26, 2026 · 4 min read

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3 Culture Shocks that Americans Experience in Thailand
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For many Americans, the media makes up a sizable portion of what we know about the world. Before moving here, I repeatedly heard some version of: “Everything I knew about Bangkok came from The Hangover.” My own understanding wasn’t much different—shaped by pop culture and my time practicing Muay Thai. I felt more prepared than most, and to an extent, I was. Still, living here has delivered culture shocks I didn’t anticipate. Hereares a few of those shocks that stood out to me – and might surprise you. 

(Image Credits: Carlos G. Menendez)

Culture Shock #1: Massage parlors are EVERYWHERE (and they aren’t always what you think)

Walking the streets of Bangkok, one of the first things that popped out to me was the massage parlors. They are all over the place, sometimes three or four, all packed right next to each other. It turns out that massage therapy in Thailand is actually a very respectable field. While adult massage parlors certainly are a thing, they tend to be clearly marked as such, which is its own cultural shock given the restrictions on such work back in the USA. What impressed me about the standard parlors was how holistic they were. Masseuses know the muscle system very well and are very skilled in providing relief for respectful clients. As a military veteran with constant back and knee pain, these massage parlors are a godsend at a fraction of the cost of similar physical therapy back in the States.

(Image Credits: Carlos G. Menendez)

Culture Shock #2: Controlled Substances are much more visible here.

Having traveled to states like California and Washington, I’ve grown accustomed to the sight of the occasional cannabis store here and there. However, nothing could have prepared me for the prevalence of cannabis parlors here. Similar to massage parlors, it’s not uncommon to see two or three cannabis shops next to one another here. The legality of these dispensaries and cannabis in general in Thailand is a complicated topic that warrants its own article, but at the time of this writing, cannabis remains a legal product in the eyes of the law, albeit strongly regulated. On the other hand, occasionally I see graffiti and stickers here and there advertising harder stuff, such as cocaine and methamphetamine. These substances are highly iillegalll and the government is working hard to combat the distribution of these substances. Still, seeing them referenced so openly—even if only in passing graffiti—was surprising, particularly given how severe the penalties are here. 

(Image Credits: Carlos G. Menendez)

Culture Shock #3: The Spiritual World is deeply enmeshed in the Modern World 

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On a much brighter note, it is surprisingly beautiful to see the ways that the spiritual world is incorporated into modern society. One morning while walking the streets of  Sukhumvit, I passed various shrines and temples honoring various Hindu deities such as Lord Ganesha, the elephant-headed deity of arts and wisdom, or the ghost Mae Nak, a spirit believed to help with lottery wins and military conscriptions. I spent some time observing these shrines from afar, taking note of just how busy they were with vendors selling various offerings while locals prayed before each shrine and temple. Homes ranging from condos to houses to apartments will have a small shrine somewhere on the property dedicated to the spirits that occupy the land itself, and residents will give offerings like glasses of water or red sodas (believed to symbolize vitality, power, and protection) as well as incense to these shrines. It’s a beautiful demonstration of the way that locals today conserve the old world and honor their home. Speaking for myself, it’s impossible not develop an appreciation for the land itself, seeing such dedication. 

(Image Credits: Carlos G. Menendez)

These are just a few of the things I’ve experienced in the Land of Smiles that surprised me. Perhaps what surprises me the most about my time here has been the way I find this land actively changing me already. The USA has a certain spirit attached to it as a nation, a spirit of ambition and hard work that I’ve become increasingly aware of during my time away from it. While I don’t disparage that spirit, it’s been a lovely experience seeing an entirely different way to be. Rather than dulling my ambitions, Bangkok seems to be recalibrating them – reminding me that rest, presence, and recovery are not the enemies of purpose. I can only imagine what more remains to be learned here. 

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Carlos Menendez

Carlos Menendez

Travel is rebellion in its purest form. We follow our heart. We free ourselves of labels. We trade a role for reality.

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