Having used the military to enforce his Twelve Values on the Thai population since a May coup, self-appointed Prime Minister Prayuth Chan-ocha would now like tourists to also get with his program. Thus, at Prayuth’s suggestion, the Tourism Authority of Thailand has launched the “2015 Discover Thainess” campaign, which incorporates the general’s 12 national core values, which he has pounded away at in successive television addresses each week.