Thailand is accelerating its transition toward a creative and intellectual property–driven economy, with the creative sector now valued at 1.44 trillion baht and accounting for 8.01 percent of national GDP. The figure places Thailand above the global average and confirms the creative economy as a key pillar of future growth as traditional industries face increasing global pressure.
At the “Creative Economy Strategic Direction 2026” summit, Dr. Chakrit Pichyangkul, (ชาคริต พิชญางกูร) Executive Director of the Creative Economy Agency (CEA), stated that the sector has shown greater resilience than the overall economy during recent global crises. With exports valued at 378 billion baht and nearly one million people employed, creativity is no longer seen as an alternative industry but as a core economic foundation.
The CEA identified three major sectors driving the largest share of value. Fashion leads with 236 billion baht, covering apparel, leather goods, and jewellery. Advertising follows with 215 billion baht from media buying and content production. Design contributes 87 billion baht through value-added services across multiple industries. Although film, music, and animation are not yet among the top revenue generators, they have the highest economic multiplier by supporting tourism and strengthening Thailand’s global image.
Looking ahead to 2026, the sector faces several disruptive challenges. Artificial intelligence is expected to reshape creative work, with the CEA emphasizing that those who can effectively use AI will create far greater value. Other pressures include the dominance of global digital platforms, the rapid growth of the creator economy—worth 45 billion baht in Thailand—and changing consumer behavior toward experience-based spending.
To prepare for these changes, the CEA has introduced a four-point strategy to move Thailand from a “cultural capital” to an “intellectual property economy.” Key measures include expanding the Thailand Creative and Design Centre to 10 new locations and strengthening cooperation with the World Intellectual Property Organization. Targets for the year include creating 350 new IP assets, supporting 300,000 new creative entrepreneurs, and increasing average creator income by 30 percent.
By transforming cultural heritage through modern design and technology, Thailand aims to shift from low-margin products to high-value creative intellectual property, ensuring long-term competitiveness in the global economy.
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