Pheu Thai leader discusses soft power at Thailand 2024 beyond Red Ocean seminar

The leader of the Pheu Thai Party addressed the audience on the Soft Power: The Great Challenger during the Thailand 2024 Beyond Red Ocean seminar organised by Prachachat, a newspaper publisher, on November 15.

The term soft power has been making rounds in Thailand recently, defined by the Thai government as an influential power that assimilates new cultures through societal trends. This phenomenon is exemplified by the continuous high demand for Apple’s iPhone, despite its annual price increase, driven by consumer peer influence, brand recognition, and loyalty.

According to Pheu Thai Party leader Paetongtarn Shinawatra, one of the significant challenges for the Thai government is minimising the cost of soft power, thereby paving the way for local opportunities and economic growth.

Paetongtarn underlines three fundamental factors in kick-starting Soft Power: Culture Costs, which relate to the backstory of political values and policies that back soft power, and foreign policies, and regulations that promote Thai culture overseas.

“There are historical precedents of similar concepts in Thailand, such as One Tambon, One Product (OTOP), and Thai Kitchen to the World Kitchen.”

The Pheu Thai leader further noted that the government is setting up the Thailand Creative Content Agency (TCCA), a collaborative endeavour involving both the public and private sectors. The TCCA will spotlight and promote talent and expertise in Soft Power creation. For instance, in the Thai book industry, popular literature and books will be translated into multiple languages.

Household income initiative

Paetongtarn also introduced the concept of One Family One Soft Power (OFOS) which aims to develop individual skills through a village fund mechanism. This approach is projected to increase monthly household income from the current 11,200 baht to 16,000 baht, reported Pattaya News.

“The OFOS initiative includes pilot projects on Thai cuisine restaurants and Muay Thai. The government’s goal is to provide professional training to over 70,000 individuals in each local project.”

The newly elected Pheu Thai leader concluded by highlighting the role of public and private sectors in initiating Soft Power. Paetongtarn asserted that foreign countries are embracing the opportunity, and the Thai government is committed to rejuvenating the Soft Power strategy. This move aims to enhance the living standards of Thai locals on a global scale.