As contemporary Thai society has become deeply enmeshed in consumerism and capitalism, with consumption now having been integrated as a way of life, Thai literature, especially those short stories written in the past decade, has touched upon the issue of consumerism in various degrees and aspects. This essay aims to investigate two major issues. Firstly, it aims to analyze how these short stories represent consumerism, especially its mechanisms that affect the daily lives of Thai people and their relationships. Secondly, it aims to shed light on the relationship between consumerism and identity politics as it appears in these short stories, and especially how consumerism both contradictorily liberates and constrains identity formation.