Thailand is planning to enhance its soft power by using technology and culture to promote its image and influence in the global arena. The country’s creative content experts are advocating for the removal of outdated regulations and the incorporation of cutting-edge technology to stimulate innovation and cultural assets.
What is soft power and why is it important?
Soft power is the ability to get what you want through attraction rather than coercion or payment. It reflects the attractiveness of a country’s culture, political ideals and policies. Soft power can have a positive impact on the economy, tourism, exports and investment. It can also help a country to gain respect and recognition in the international community.
Thailand has a rich and diverse culture that can be used as a source of soft power. The country is known for its food, film, fashion, fighting and festivals, which are collectively called the 5Fs. These sectors can showcase Thai creativity, innovation and identity to the world.
How is Thailand planning to boost its soft power?
The government is planning to establish the Thailand Creative Content Agency (Thacca) as a comprehensive hub for the development of a soft power industry ecosystem. Thacca will coordinate with various agencies and stakeholders to support and promote Thai creative content in domestic and international markets.
The national soft power strategy committee, which is chaired by Prime Minister Prayut Chan-o-cha, is also expected to discuss the removal or modification of laws that obstruct soft power growth. For example, the committee may consider making changes to a game ratings and censorship draft from the Culture Ministry.
The committee will also explore the possibility of organising cross-sector festivals and events that can highlight Thai innovations and attract international talent. For instance, the committee may propose to combine winter and water festivals or tourism and sports into a week-long or month-long festival.
What are the challenges and opportunities for Thailand’s soft power?
Thailand faces some challenges in building successful soft power, such as the lack of awareness and understanding of the concept among the public and policymakers. The country also needs to improve its innovation capacity and competitiveness in the global market. Moreover, Thailand has to deal with some negative perceptions and stereotypes that may affect its reputation and credibility.
However, Thailand also has many opportunities to leverage its soft power, such as its strategic location in Southeast Asia, its friendly relations with many countries, its active role in regional and international organisations, and its potential to become a digital hub in the region. Thailand can also benefit from its cultural diversity and uniqueness, which can appeal to different audiences and markets.
Thailand currently ranks 35th out of 120 countries in terms of soft power, according to the 2022 Global Soft Power Index. The country is sixth in Asia and second in Asean, after Singapore. Thailand’s score of 40.2 points is up 1.5 points from the previous year, indicating some progress in its soft power development.
