SPLASH - Soft Power Forum 2025 Opens, Championing Creative Culture to Elevate Thai Soft Power on the Global Stage

Minister of Culture Opens “SPLASH - Soft Power Forum 2025”
Championing Creative Culture to Elevate Thai Soft Power on the Global Stage

Bangkok, 8 July 2025 - Ms. Paetongtarn Shinawatra, Minister of Culture, officially opened the SPLASH - Soft Power Forum 2025 at the Visionary Stage, Hall 4, Queen Sirikit National Convention Center (QSNCC). The high-profile event drew Cabinet members, senior officials, private sector leaders, diplomats, and members of the Subcommittee on Soft Power Industry Development.

Organized by the Thailand Creative Culture Agency (THACCA), the forum features six highlight zones, networking spaces, and hands-on workshops designed to spark innovation, expand global opportunities, and empower Thai creators.

In her keynote, Ms. Paetongtarn emphasized the need for Thailand to pivot from traditional industries, such as automotive manufacturing and food exports, toward a creative culture as a new economic engine. This evolution, she said, must be powered by soft power rooted in Thailand’s rich heritage and communicated through a global lens.

She outlined five strategic pillars to elevate Thailand’s soft power industries on the world stage:

1. Thai Cuisine – Introducing the “Thai Cuisina” model, a hub of Thai restaurants from all four regions and Thai product supermarkets abroad. The strategy also includes promoting Thai culinary tourism and upgrading the global recognition of the “Thai Select” certification.

2. Muay Thai – Promoting “Muay Thai Bootcamp” as a health-conscious lifestyle combined with detox and meditation programs. Plans include developing professional leagues and international-standard competitions.

3. Thai Wellness – Integrating Thai massage, herbal medicine, and health cuisine into a “Thai Retreat Chain” offering holistic services, while advancing Thai herbal products and massage practices through medical research.

4. Thai Film Industry – Supporting creative development through writer’s rooms and creative labs, providing cash rebates, launching a co-production fund, and organizing the Bangkok International Film Festival to promote Thai films globally.

5. Thai Jewelry – Elevating artisans to “artists” through specialized training and supportive measures aimed at increasing export value to 1 trillion baht within five years.

The Minister emphasized that soft power is not only a source of national pride but also a powerful new economic engine capable of generating substantial income. Thailand has all the key elements the world seeks: creativity, diversity, sustainability, and authenticity. She stressed the importance of public-private collaboration and a new government role, not as a regulator but as a facilitator that empowers private sector leadership.

She added that the SPLASH - Soft Power Forum 2025 is not just a platform to showcase potential but a space for collaboration, inspiration, and the future of Thailand’s creative economy.

Mr. Surapong Suebwonglee, Chair of the National Soft Power Development Committee, echoed her sentiment. While Thailand boasts strong cultural assets such as food, film, and Muay Thai, he stressed the need for a stronger ecosystem to help them thrive globally.

He noted that the government’s current soft power policies may take up to 10 years to fully yield results. However, by hosting this forum, the government is demonstrating its serious commitment to making real progress. This year’s SPLASH builds upon the success of the previous edition, now upgraded into a Business Showcase under the concept of “Creative Culture, Sparked Opportunities” with a vision of making Thai soft power a new engine for sustainable economic growth.

This year’s program features several major sessions and visionary talks. On 9 July, former Prime Minister Thaksin Shinawatra will deliver a keynote titled “Crafting the Future: From OTOP to ThaiWORKS and Beyond”, from 1:30 PM to 2:20 PM. On 10 July, former Prime Minister Srettha Thavisin will present his vision in a session titled “Rethinking Thai Sports in a Disruptive Era”, from 12:45 PM to 1:45 PM. Throughout the four-day forum, participants will hear from influential thought leaders across a range of sectors, offering insights and inspiration to help shape the direction of Thailand’s soft power movement.

The event also includes exhibitions from all 14 soft power industries in an interactive format, showcasing sector potential and innovation. Visitors can explore showcases from emerging entrepreneurs and attend hands-on workshops designed to deepen knowledge and skills in the soft power space, targeting youth, business operators, and local communities.

SPLASH - Soft Power Forum 2025 runs 8–11 July, from 10:00 AM to 8:00 PM, at QSNCC, Halls 1–4 (Ground and Level 2). Admission is free. For updates, follow SPLASH Soft Power Forum on Facebook and Instagram.