PM Phibunsoggram, in his first administration(between 1938 to 1944), also started a campaign to inculcate Western manners and social practices, and a series of pamphlets was issued to explain this policy.
Both sexes were required to wear European hats and shoes in public, and a Westernized version of dress was prescribed. Efforts were also made to stop the practice of chewing betel.
The government believed that by doing so the Thais would appear civilized to the outsise world, and that the Thais within Thailand would serve as a model for the T’ai outside the borders of the country.
Based on the slogan that ‘mala nam thai pai su amnat(the hats lead Thailand to become a Power)” such a cultural campaign was part of the nationalist program of creating a “T’ai bloc” in South-East Asia .