Thanks to its active role in national politics, the market economy, and popular culture, the Thai crown remains both the country's dominant institution and one of the world's wealthiest monarchies. Puangchon Unchanam examines the reign of Thailand's King Bhumibol Adulyadej or Rama IX (1946-2016) and how the crown thrived by transforming itself into a distinctly "bourgeois" monarchy that co-opted middle-class values of hard work, frugality, and self-sufficiency. The kingdom positioned itself to connect business elites, patronize local industries, and form strategic partnerships with global corporations. Instead of restraining or regulating royal power, white-collar workers joined with the crown to form a dynamic, symbiotic force that has left the lower classes to struggle in their wake. Unchanam presents a surprising case study that kings and queens live long and large in cooperation with the bourgeoisie's interests and ideology.