One of the most distinctive Thai customs is the wai, which is similar to the Indian namaste gesture. Showing greeting, farewell, or acknowledgment, it comes in several forms reflecting the relative status of those involved, but generally it involves a prayer-like gesture with the hands and a bow of the head.

Physical demonstrations of affection in public are common between friends, but less so between lovers. It is thus common to see friends walking together holding hands, but couples rarely do so except in westernized areas.

A notable social norm holds that touching someone on the head may be considered rude. It is also considered rude to place one's feet at a level above someone else's head, especially if that person is of higher social standing. This is because the Thai people consider the foot to be the dirtiest and fattest part of the body, and the head the most respected and highest part of the body. This also influences how Thais sit when on the ground—their feet always pointing away from others, tucked to the side or behind them. Pointing at, or touching something with the feet is also considered rude.

It is also considered extremely rude to step on a Thai coin, because the king's head appears on the coin. When sitting in a temple, one is expected to point one's feet away from images of the Buddha.