The footage rapidly went viral, amassing 16 million views and triggering a fierce backlash
The Italian embassy was forced to issue a grovelling apology after a group of Italian teenagers caused a diplomatic episode in Thailand.
The teenagers verbally abused a Thai woman on Bangkok's BTS SkyTrain when she politely requested they keep the noise down.
The incident, captured on video and shared across social media, showed the young visitors hurling insults at the woman, who had told them that screaming on public transport was not acceptable in Thailand.
Making matters considerably worse, a teacher accompanying the group responded with a sarcastic remark about bringing money to the country, before directing further abuse at the woman.
The footage rapidly went viral, amassing 16 million views and triggering a fierce backlash that ultimately forced an official apology from Italy.
The confrontation began when the woman challenged the group about their behaviour, telling them: "In Thailand, we don't scream."
When she enquired where they were from, the teenagers responded mockingly by answering 'Thailand', before one of them called her a "b****".
Another member of the group was filmed raising a middle finger in her direction as the rest laughed and carried on making a racket.
Rather than calming the situation, the adult sarcastically told the woman: "Sorry for bringing money to your country," before ordering her to "shut the f*** up" and dismissing the group's conduct by insisting they were "just children".
Around 16 million people viewed the footage as anger spread rapidly online.
One social media user wrote: "Bringing money, no one complains, but please bring some manners too."
Another added: "Bringing money to Thailand doesn't make you a god."
Some users tracked down the identities of the teenagers involved and directed their fury at the social media pages of their schools back in Italy.
Others took more direct action, turning up outside the hotel where the group was staying to confront them and demand they apologise for their behaviour.
The Italian embassy in Bangkok released a video featuring three adults and one teenager from the group, all visibly contrite and bowing before the camera.
A male adult said: "We are the leaders of the Italian group that went viral. We are making this video to apologise to the Thai people and Thai culture."
He added that fear had caused them to delay filming by a day - a decision he acknowledged was "probably the wrong decision".
One of the women acknowledged directly that "money can't buy respect," expressing deep regret for offending Thai culture.
A second adult woman confirmed the students were being sent back to Italy immediately, pledging to re-educate the group about respecting other cultures and humbly requesting forgiveness.
