Cannes craze: Thai films poised for global stardom

In a dazzling showcase at the 77th Cannes Film Festival, Thai films have captured the interest of international buyers, offering a promising boost for Thailand’s film and tourism industries. The government heralds this as a new era of global recognition and economic expansion.

Yupa Taweewattanakitbovorn, permanent secretary for the Ministry of Culture, announced that the films The Undertaker, Death Whisperer, and Lahn Mah, which have collectively grossed over 1.5 billion baht in Thailand, are generating substantial buzz at Cannes. The festival, running until May 25, provides a prime platform for these films to gain international traction.

“These films not only highlight the creative prowess of Thai cinema but also promote the charm of Thai culture, potentially driving significant revenue through increased tourism and a vibrant local creative industry.”

Representing Thailand are 12 production companies, showcasing their works in the Village International zone. This area features exhibits from over 90 countries, with Thai participants including M Studio, Sahamongkol Film International, GDH559, and more. Their presence underscores Thailand’s commitment to elevating its cultural footprint on the global stage.

In addition to film presentations, the Thai pavilion offers a taste of the nation’s culinary delights with cooking demonstrations. International visitors can savour dishes like tom yam kung, phat mi Korat, mi krop sai krathong thong, and the beloved mango sticky rice. To enhance their experience, guests receive a traditional Thai chequered cloth as a souvenir.

“Our goal is to promote Thailand not just as a filming destination but as a hub of rich cultural experiences and professional film production services.”

The government aims to leverage this soft power to attract more filmmakers and tourists, with an ambitious target of generating 4 trillion baht in revenue, reported Bangkok Post.

Spearheading these initiatives is Pheu Thai Party leader Paetongtarn Shinawatra, who serves as the deputy chairperson of the National Soft Power Strategy Committee. Her leadership is driving efforts to bolster Thailand’s global cultural influence and economic prosperity.