The Vietnam War hastened the modernisation and Westernisation of Thai society. The American presence and the exposure to Western culture that came with it had an effect on almost every aspect of Thai life. Before the late 1960s, full access to Western culture was limited to a highly educated elite in society, but the Vietnam War brought the outside world face to face with large segments of the Thai society as never before. With US dollars pumping up the economy, the service, transportation, and construction industries grew phenomenally as did drug abuse and prostitution, which using Thailand as a "Rest and Recreation" facility by US forces.^[73] The traditional rural family unit was broken down as more and more rural Thais moved to the city to find new jobs. This led to a clash of cultures as Thais were exposed to Western ideas about fashion, music, values, and moral standards.

The population began to grow explosively as the standard of living rose, and a flood of people began to move from the villages to the cities, and above all to Bangkok. Thailand had 30 million people in 1965, while by the end of the 20th century the population had doubled. Bangkok's population had grown tenfold since 1945 and had tripled since 1970.

Educational opportunities and exposure to mass media increased during the Vietnam War years. Bright university students learned more about ideas related to Thailand's economic and political systems, resulting in a revival of student activism. The Vietnam War period also saw the growth of the Thai middle class which gradually developed its own identity and consciousness.