Thailand's household debt surged to 13.6 trillion baht across 98.7 million accounts, with BNPL adoption jumping from 6.2% to 14.2% year-on-year. While easy-access credit addresses consumption needs, the article argues that the rapid growth of BNPL—powered by technology, data, and e-commerce—requires balanced regulation of both credit instruments and consumer behaviour to prevent debt spirals among over-leveraged households.