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Thailand's Soft Power: Promoting Cuisine and Culture on the Global Stage

Soft Power ไทยกับการผลักดันอาหารและวัฒนธรรมสู่เวทีโลก

            In recent years, the concept of “Soft Power”  has become a vital strategy for many countries to build influence through culture, food, music, film, and fashion. Thailand has also embraced Soft Power as a means to promote the nation's image—especially in terms of Thai cuisine and traditional culture, which have gained popularity worldwide.

Thailand’s Soft Power Strengths

Thai Cuisine

  • Thailand has dishes ranked among the most delicious in the world, such as Tom Yum Goong, Pad Thai, Green Curry, and Mango Sticky Rice.

  • Thai street food is internationally recognized, especially in Bangkok, which was once named by CNN as the city with the world’s best street food.

  • There are over 15,000 Thai restaurants across the globe.

Artists and the Entertainment Industry

  • Lisa of BLACKPINK is one of the most influential cultural figures. She has a global fanbase and represents Thai culture through traditional dress, the use of local dialects, and pride in her heritage.

  • Several Thai films, such as Nang Nak, Homestay, and Love Destiny (Buppesannivas), have international followings and help spark interest in Thai history.

Fashion and Handicrafts

  • Thai silk and traditional woven fabrics are gaining popularity in contemporary clothing design.

  • Thai designers are beginning to gain recognition at international fashion shows, such as the brands SIRIVANNAVARI and ISSUE.

Government Support

  • The establishment of the National Soft Power Promotion Committee in 2023 aims to develop creative industries such as music, fashion, art, and cuisine.

  • Policies have been implemented to include Soft Power as part of Thailand’s 20-Year National Strategy.

  • Proposals to create a “Soft Power Fund” have been made to support Thai entrepreneurs and creative professionals.

Future Outlook

  • Thailand can utilize Soft Power to attract more cultural tourists.

  • The food industry is ready to expand into the global market by integrating culture with business.

  • Thai Soft Power could become a “strategic asset” if managed sustainably.

Reference : Research for social development institute, Khon Kaen University 

                     : Office of the. National Economic and Social Development Council on NESDC

                       : ศธ.360 องศา 

Translated by : Page Admin.