 This study examined the experiences of Thai citizens during the initial COVID-19 pandemic. It found that many people supported the implementation of strict public health measures but also faced challenges such as financial hardship, social isolation, and stigma. To cope with these challenges, participants used practical coping strategies like reducing risk and fear of infection, as well as more embedded sociocultural approaches like turning to religion, practicing acceptance, and making merit. These findings suggest that policymakers should consider the sociocultural context when implementing public health measures, as well as providing resources to help individuals cope with the challenges associated with these measures. This article was authored by Benchry Namerich, Mira Leonie Schneiders, Tasawan Pumchikit, and others.