Bangkok: ‘Paethongtarn’ has launched the SPLASH – Soft Power Forum 2025, emphasizing the global appeal of Thai culture and its potential as a new economic model. The initiative aims to boost exports of Thai gems to 1 trillion baht within five years.
According to Thai News Agency, Ms. Paethongtarn Shinawatra, Prime Minister and Minister of Culture, inaugurated the International Conference on Soft Power at the Queen Sirikit National Convention Center, Bangkok. The event saw participation from ministers, the National Soft Power Strategy Committee, government agencies, and the private sector. Ms. Paethongtarn expressed her delight at the growing interest in the event, which has expanded significantly since its inception last year.
In her address, Ms. Paethongtarn highlighted the rapid global changes and the necessity for adaptation. She stressed that understanding change is crucial for effective adaptation. She noted that traditional economic aspirations, like becoming the ‘Detroit of Asia’ or the ‘Kitchen of the World,’ are now constrained by factors such as trade wars, technological shifts, and environmental risks. Thailand is at a crossroads, investing in digital industries and regional transportation hubs as future economic foundations. A key focus is the promotion of creative culture, or Soft Power, which is gaining global traction. Thai culture, she believes, possesses all the elements to captivate international audiences.
Over the past year, Thailand’s Soft Power policy has seen significant progress, with systematic collaboration across government, private, and civil sectors. The government has redefined its role as a supporter, allowing the private sector to lead Soft Power initiatives. This shift is driving the country’s Soft Power policy forward.
Ms. Paethongtarn outlined major goals, starting with elevating Thai food to a world-class brand through the “Thai Cuisina” model, which integrates Thai restaurants and supermarkets abroad. This initiative aims to promote Thai Culinary Tourism and establish ‘Thai Select’ standards comparable to Michelin Stars.
She also emphasized transforming ‘Muay Thai’ into a global lifestyle trend, creating a Muay Thai Bootcamp for fitness and wellness. The initiative includes developing a professional league and enhancing Muay Thai standards globally.
Additionally, the ‘Thai Wellness’ sector will integrate Thai massage, herbs, and meditation into a holistic experience. Plans include creating a Thai Retreat Chain, establishing spa standards, and promoting Thai massage internationally.
The ‘Thai Film’ industry will receive support to showcase Thai stories globally, with initiatives like cash rebates for filmmakers, co-production funds, and the Bangkok International Film Festival to enhance film education and market presence.
The gemstone industry, a significant export sector, will see efforts to increase its value to 1 trillion baht. By training designers and craftsmen, the initiative aims to elevate them to artists commanding higher salaries.
Ms. Paethongtarn concluded that these projects aim to generate new income streams for Thai citizens, ensuring survival and prosperity. The strategies outlined are part of broader efforts to explore new opportunities for Thailand’s Soft Power industry, fostering exchanges with global creatives and sparking innovative ideas for the country’s future.