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What explains why some regions develop salient ethnic identities, while others are comfortable with cardinal labels of the national identity. Ethnic closeness with the dominant ethnic group can explain some of the variation, but amongst groups that are ethnically proximate, there is enormous variety in how regions develop. I argue that the combination of ethnic material accumulated in the pre-modern era and experience during the critical juncture of incorporation into the modern nation leads to four distinct styles of nationalism. These styles of nationalism are not simply about weak or strong nationalism, but about ways the status of the ethno-regional group within the new nation and perceived rigidity of the nation's boundaries. This paper explores the theory in the context of Thailand, explaining why the Paktay commonly identify as Southern Thais while the Lanna have developed a salient ethno-nationalist identity despite both being equi-distant from the dominant Central Thai in terms of language and culture.