Soft Power Strategy: Enhancing Thai Charm to Build a Global Brand

Prime Minister Paetongtarn Shinawatra recently shared Thailand’s economic development strategy using soft power during the “Dailynews Talk 2024” forum, emphasizing it as a key tool to increase citizens' income and propel Thailand toward a high-income economy with substantial economic growth.

The Prime Minister highlighted Thailand’s vast soft power potential, especially in Thai cuisine, promoting the “Kitchen of the World” initiative to support authentic Thai restaurants worldwide. Efforts include exporting ready-to-eat Thai foods using innovative technology to maintain freshly-cooked flavor and aroma for global consumers.

Additionally, the wellness and medical industries hold significant strength, with services encompassing healthy food, traditional herbs, Thai massage (a UNESCO heritage), and Muay Thai, as well as Thailand’s robust healthcare sector.

Thailand also elevates its cultural festivals, such as Songkran, Loy Krathong, and regional events like Phi Ta Khon and Candle Processions, establishing the country as a year-round “Festival Country.”

For More Information: Office of the Government Spokesperson

Link: www.thaigov.go.th