Government banks on ‘soft power’ to boost Thai economy

The government aims to train 20 million people, develop 11 creative industries, and promote soft power globally in collaboration with Chulalongkorn University's Sasin Graduate Institute of Business Administration and the Ministry of Culture.

The policy is divided into 3 phases, with the first running 100 days and focusing on the setting up of registration venues, the amendment of related ministry regulations, and the organisation of the Winter Festival.

In the second phase running through April, the “One Family One Soft Power” (OFOS) initiative will be initiated, along with the proposal for the establishment of the Thailand Creative Content Agency (THACCA). This phase will also include the Water Festival and the Soft Power Forum.

The third and final phase, scheduled to last until October 3, 2024, aims to train 1 million people. The establishment of THACCA will also be proposed to the parliament during this period, which will also feature film and music festival events, and support soft power participation in global events.

The work plan will also be divided into 3 parts as follows.

Headwaters: This involves training 20 million people from 20 million families under the government's “One Family One Soft Power” project.

Midstream: The development of 11 creative industries, such as food, sports, festivals, tourism, music, books, movies, games, arts, design, and fashion.

Downstream: Promoting Thailand's soft power globally in areas that align with studied and analysed opportunities for the country. The Ministry of Foreign Affairs will be responsible for overall implementation through the efforts of Thai diplomats and commercial attaches stationed in various countries around the world.

Additionally, efforts will be made to enhance soft power in 10 creative industries, namely films, fashion design, food and beverage, sports, music and concerts, cultural tourism, literature, contemporary arts, health and wellness, and software and games. The Ministry of Culture will work to create economic value in these areas, aiming to earn 300 to 400 million baht in revenue from each 3-day event.

Furthermore, the Ministry of Culture, in collaboration with Chulalongkorn University's Sasin Graduate Institute of Business Administration, will establish cultural statistics indicators to measure the impact of cultural activities on the Thai economy.

This comprehensive approach aims to enhance Thailand's soft power and boost the country's economic and cultural significance on the global stage.