Government Enhances Soft Power Through Creative Industry Initiative

Thailand’s government has launched several initiatives to enhance its soft power by nurturing and promoting creative industries.

Recognizing the global influence of cultural exports, authorities are investing in sectors such as film, music, fashion, and digital arts to showcase the nation’s talent and foster international collaboration. By supporting local creators and businesses, the government hopes to position Thailand as a hub for innovation and creativity

Key Takeways

• Over the past six months, Thailand has enhanced its soft power strategy, generating over 7 billion baht through promoting Thai creative industries. Supported by the National Soft Power Strategy Committee and Commerce Minister Pichai Naripthaphan, sectors like books, games, fashion, film, and television have flourished in international markets including Japan and the U.S.
• A significant rebranding of the Thai SELECT certification has been introduced, now featuring a four-tier rating system, recognizing premium culinary experiences as “Thai SELECT Three Stars.” The Ministry of Commerce plans to host Thailand‘s first international licensing expo for characters and content, while promoting Thai TV series and fashion globally.
• The music industry benefits from a new policy allowing song copyrights as financial collateral, enabling better funding access for Thai artists. This move supports career advancement in international arenas, contributing to a sustainable creative economy and boosting the global recognition of Thai music.

Over the past six months, Thailand has significantly advanced its soft power strategy, generating over 7 billion baht in trade through promoting Thai creative industries globally. Commerce Minister Pichai Naripthaphan, part of the National Soft Power Strategy Committee, highlighted progress in supporting sectors such as books, games, fashion, film, and television. Thai creators have tapped into new markets and forged lasting business connections through international trade fairs and events in Japan, South Korea, Singapore, Germany, and the USA.

A notable initiative includes rebranding the Thai SELECT certification, which now features a four-tier rating system, with “Thai SELECT Three Stars” recognizing premium culinary experiences. The Ministry of Commerce is set to launch Thailand’s first international licensing expo for characters and content, promoting Thai TV series and fashion brands. Additionally, Thai designers will participate in global design festivals, and GI-certified products will be showcased at the Maha Songkran World Water Festival, spotlighting unique Thai goods. In music, a new policy enables Thai artists to use song copyrights as financial collateral, enhancing funding access and fostering a sustainable creative economy while boosting Thai music’s international profile.

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