This article investigates the emergence of new partisan identities in Thailand. Using data from Thailand's last several elections I trace the emergence of partisanship over the last 15 years, particularly in the north and northeast. The change in the nature of partisanship has helped turn long-simmering tensions into an increasingly intractable political conflict. This mass partisan alignment has upset the equilibrium of Thai politics, transforming what was once an inefficient but modest-stakes game of political horse-trading into a zero sum game with extremely high stakes.