Thailand’s soft power strategy eyes tech and regulatory overhaul


Thailand’s soft power is set to receive a significant boost, with creative content experts advocating for the removal of obsolete regulations and the incorporation of cutting-edge technology. This approach, they argue, will stimulate innovation and cultural assets.

Asa Piwkhum, tasked with business and innovation development at the Creative Economy Agency, indicated that the imminent meeting of the national soft power strategy committee is likely to revolve around the elimination or modification of laws that obstruct soft power growth. The committee will also possibly consider making changes to a game ratings and censorship draft from the Culture Ministry.

Asa further suggested the idea of organising cross-sector festivals and events, such as amalgamating winter and water festivals or combining tourism and sports into a week-long or month-long festival.

According to Asa, soft power encompasses a wide array of sectors including crafts, music, visual art, films, broadcasting, software, design, architecture, fashion, food, traditional medicine and cultural tourism. This broad scope can serve to highlight Thai innovations and draw international talent to the country, potentially leading to an upsurge in startups and the establishment of an innovation ecosystem in Thailand.

Asa also called for the establishment of a soft power venture capital system to finance innovative cultural assets, elevate creative industry standards and encourage innovation competition.

“Soft power can be a simple thing. One aspect that began decades ago is Thai Airways flight attendants wearing traditional costumes with smiling faces, showing respect by performing the wai.”

Soft Power Development

However, Asa noted the challenges in building successful soft power, citing the need for increased awareness and understanding of the concept. He stressed the importance of coupling creativity and technology to enhance this power, as technology plays a pivotal role in circulating content to a broad audience.

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.

Lak Taechawanchai, vice-president of the Digital Council of Thailand, suggested the formation of a soft power subcommittee to concentrate on specific areas. He also highlighted the importance of Thacca being a dynamic entity capable of effectively executing ideas.

“China, South Korea and Japan have specific organisations to promote and build their digital content as soft power for their countries.”

Lak added that digital content could be instrumental in promoting the strategy, citing the potential for integrating Thai boxing and tourism destinations into games to enhance their appeal to foreign players, reported Bangkok Post.

Follow more of The Thaiger’s latest stories on our new Facebook page HERE.

Business NewsThailand News

Join the conversation and have your say on Thailand news published on The Thaiger.

Thaiger Talk is our new Thaiger Community where you can join the discussion on everything happening in Thailand right now.

Please note that articles are not posted to the forum instantly and can take up to 20 min before being visible. Click for more information and the Thaiger Talk Guidelines.

Alex Morgan

Alex is a 42-year-old former corporate executive and business consultant with a degree in business administration. Boasting over 15 years of experience working in various industries, including technology, finance, and marketing, Alex has acquired in-depth knowledge about business strategies, management principles, and market trends. In recent years, Alex has transitioned into writing business articles and providing expert commentary on business-related issues. Fluent in English and proficient in data analysis, Alex strives to deliver well-researched and insightful content to readers, combining practical experience with a keen analytical eye to offer valuable perspectives on the ever-evolving business landscape.