This paper discusses how neo-liberal ideas about development take root when they encounter the very different political and economic context of a developing economy. It analyses Thailand's medical tourism industry, earmarked by the Thai government as one of several priority industries to reflate the economy in the aftermath of the 1997 Asian Financial Crisis, which ravaged Thailand and ushered in a group of unelected actors intent on disbursing supposedly de-politicised neo-liberal governance reform. Amidst the apparent ascendancy of these "reign-seekers" and their economic ideology, this paper makes three interrelated arguments. Firstly, these unconventional actors function as a fluid intermediary interlinking various public agencies, private sector players and civil society actors, fostering dialogue and reconciling diverging interests. Secondly, the influence of neo-liberalism on the working of the Thai state has been relatively modest as the "reign-seekers" in this study have primarily promoted welfare-oriented policies over pro-business ones. Thirdly, the "reign-seeking" elites' welfare-oriented stance underlines the fracture and heterogeneity within a supposedly unified group of neo-liberal proponents.