Over the past 30 years, a transformation has occurred in the lives of the people of Northeast Thailand (Isan), and of many rural areas in East and Southeast Asia. Historically regarded (and even derided) as "simple peasants," concerned only with growing enough food to feed themselves, they have embraced the marketplace and thrived, setting off a cascade of changes, including increased education, and feeding aspirations. Agricultural advances allowed a shift from subsistence to entrepreneurial farming, and off-farm employment has become more common. These transitions have been accompanied by a shift from a village-centric social system to a more broadly connected social network. The resulting changes have dramatically altered the social fabric, including demography, social organization, culture, health, education, and employment, as well as aspirations and identity. The transformation is still in progress, but given the willingness of the Isan people to embrace change, the increasing globalization of the region can be expected to continue.