Well, the Thais are just getting a taste of their own medicine as they slap massive tariffs on foreign imports (karma really), and then there is also the VAT, which the US doesn't do the same way, rather leaving retail tax up to the individual states to decide, and some states have none at all.
You can't have it both ways if you place or dish out crazy tariffs of your own, only to blub about reciprocal tariffs at half the amount you put on US stuff... that's delusional.
Yes, it will be painful but that's because it has gone on so long that markets and economies have gotten so used to it. I'm not saying tariffs are a good thing, but the entitlement of many countries is stunning... even the EU is having a hissy-fit over 20% when Brussels screws 39% plus VAT on US goods to Europe.
The UK got off lightly, and it knows it, but even the EU (20%) and Thailand (36%) have done okay too considering they charge the US double on its exports... much entitled blubbing can be heard. The answer is FTAs... but that makes some countries even more uncomfortable because they can't compete properly and need a rigged market to get their home monopolies etc.