This article develops the concept of “reign-seeking” to capture the unprecedented collective action of the Thai professional and official elite prior to the 2014 military coup and the establishment of a military regime. It argues that this phenomenon reflects broad and deep political dynamics, for which the dominant scholarship on authoritarianism and Thai politics cannot adequately explain. The changing incentives of these supposedly non-partisan actors are interwoven with neo-liberal governance reform driven by a desire for depoliticisation and ...