Thailand charges 72% on imports from USA and now USA charges 36% on imports from Thailand. Taking into consideration services provided by USA to Thailand, this new tariff sounds reasonable as a starting point. If Thailand goes to "negotiate" maybe USA will boost the tariff all the way to 72%, exactly what Thailand charges. USA wants and will get reciprocal trade tariffs.
USA is also watching currency manipulation so that trick won't work.
Even if Thai companies try wiggling and setting up shop in nearby countries, some get even higher tariffs: Vietnam gets 46%, Cambodia 49%, Laos 48%. Malaysia is only 24%, Indonesia 32%.