Prime Minister Paetongtarn Shinawatra stated that “soft power” is the driver of economic transformation, and that it is not built in isolation. It requires collaboration between governments, businesses, creators, and investors.
The Prime Minister on 24 February 2025 delivered a closing speech at the event “Global Soft Power Talks: New Rules of Soft Power,” held at the Broadcasting Operations Center Building, National Broadcasting Services of Thailand (NBT), in Bangkok.
She said that Thailand is open for business and would like to invite international partners to (1) join Thailand in shaping the future of soft power, (2) invest in Thailand’s creative industries, and (3) be part of the movement of transforming creativity into sustainable growth.
In the past, Thailand's economic success was built on manufacturing, agriculture, and mass production. The Prime Minister pointed out that this success is no longer sufficient in today’s world. Instead, the future belongs to creativity, culture, and human potential.
Soft power is no longer just about cultural and political influence. It not only enhances global presence, but also creates jobs, attracts investment, and expands economic influence. To drive this transformation, Prime Minister Paetongtarn said that the Government had established the National Soft Power Strategy Committee to promote 13 key industries – (1) tourism, (2) food, (3) films, (4) fashion, (5) festivals, (6) sports, (7) music, (8) art, (9) design, (10) gaming, (11) literature, (12) wellness, and (13) performing arts.
She explained that these industries require a strong ecosystem built on skilled individuals who can compete on the global stage. Soft power is not just about economic potential. It is about people. It is about empowering individuals with the tools, skills, and knowledge to turn creativity into economic opportunity.
The Government has launched the “One Family, One Soft Power” campaign, a national initiative aimed at upskilling and reskilling over 20 million Thai people by 2027. In the campaign, nearly 100 free courses have been offered in hospitality, creative industries, digital media, design, wellness, and others. “By investing in our people, we are ensuring that the foundation will be strong and the process will be sustainable,” she said.
As Thailand has already established itself as the “Kitchen of the World,” the Prime Minister stated that the Government would elevate Thai cuisine into a global brand of gastronomy, sustainability, and wellness. She said, “From traditional Thai massage to modern medical innovations, we are positioning Thailand as a global wellness hub offering not just treatment but also an experience of better well-being. We need to market, promote, and globalize our creative industries.
“Thailand’s soft power is not just about what we have. It is about what we can become. We are a nation of tradition and transformation, heritage and creativity, culture, and business. And our time is now. Let’s work together, innovate together, and go together.”
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