Amidst the bustling charm and vivacious culture of Thailand, Prime Minister Srettha Thavisin has embarked on an exhilarating journey to heighten the country’s allure on the global stage. With an arsenal of Thailand’s covetable exports – its tantalizing cuisine, captivating cinema, trend-setting fashion, the adrenaline-pumping sport of Muay Thai, and exuberant festivals – the Thai government is on a quest to showcase its soft power like never before. With a fervor that mirrored the passion of Thailand’s legendary festivals, the government, shortly after taking the reins in August 2023, unveiled the National Soft Power Strategy Committee, backed by a hefty budget of 5.1 billion baht. This bold move was a clear indicator of their commitment to weave the rich tapestry of Thai culture into a vibrant narrative that would attract global audiences. The narrative took an even more colorful turn with the announcement of an elaborate promotional campaign for the…









