At the majestic Queen Sirikit National Convention Centre in Bangkok, the atmosphere was electric on July 8, as suspended Prime Minister Paetongtarn Shinawatra took to the stage at the second annual SPLASH – Soft Power Forum 2025. Brimming with confidence and with a vision as clear as the tropical sky, she declared Thailand’s creative soft power as the magical key to crafting global influence.
“In this ever-evolving world,” Paetongtarn began with a spark of passion, “we are witnessing a seismic shift. People crave experiences—they yearn for the story behind the product, the identity etched in every purchase. Creative culture is not just a concept; it’s our passport to global influence.” Her speech, vibrant with energy, celebrated Thailand’s rich tapestry of culture, making it resonate far beyond its borders.
The newly appointed culture minister, with a glint of determination in her eyes, emphasized the power of authenticity in today’s interconnected digital marketplace. “Locality is paramount, a treasure to the international community,” she affirmed. “Armed with an arsenal of social media tools, we stand on the brink of an unprecedented opportunity.” The pandemic, she acknowledged, has been a catalyst, fortifying Thailand’s domestic landscape and readying it to propel itself onto the world stage with renewed vigor.
As the sun shone brightly on Bangkok, Paetongtarn outlined her ambitious blueprint to supercharge the nation’s most cherished cultural exports: Thai cuisine, Muay Thai, exquisite jewelry, health and wellness, and the vibrant world of filmmaking. One flagship endeavor—aptly named Thai Cuisina—aims to be a culinary revolution, interweaving suppliers, supermarkets, and global audiences in a gastronomic tapestry. The initiative’s educational vision seeks to spread the art and soul of Thai cooking far and wide, tantalizing taste buds worldwide.
The allure of Thailand’s cinematic landscapes wasn’t overlooked. Paetongtarn enthusiastically shared plans to introduce a 30% cash rebate for international film and TV productions, presenting Thailand as a captivating canvas for filmmakers worldwide. “Imagine a symphony of stories bringing our breathtaking locations to life on the silver screen,” she mused, her words painting pictures of vibrant vistas and storytelling splendor.
Despite the uncertainties of a volatile global stage, she candidly acknowledged the rapid technological shifts that could disrupt even the most meticulously charted courses. “Yet,” she proclaimed with an unyielding smile, “adaptability is the aged wine that grows finer with time, a timeless solution to the constant winds of change blowing across the world.”
As the forum drew to a close, the buzz in the air was palpable. Thailand, with its rich cultural lineage and vibrant creativity, stood poised—like a phoenix ready to soar with renewed purpose and passion. The nation is set to dazzle, to captivate the global audience with its mesmerizing narrative of soft power, a story etched in the heart of every product and experience it offers.
Meanwhile, the bustling city of Bangkok continued to pulse with life—news hummed through the air like an urban stream. Beyond the forum’s walls, Thai forces disrupted a motorcycle smuggling operation, and yoga-inclined tourists sought serenity amid Thailand’s stunning landscapes. In a rapidly transforming world, Thailand’s soft power initiatives spoke of a future where cultural experiences create lasting global connections. The future, undoubtedly, looked promising and as sweet as mango sticky rice on a sunny day.
This sounds like just another political move with little substance. What has Paetongtarn really done that will make a difference?
But isn’t it exciting to see Thailand promoting its culture in such a big way? If done right, this could mean a lot more tourism and global interest.
I hope you’re right, but it’s hard to see past the political theater. Let’s see some results before we celebrate.
True, but that requires patience and a genuine commitment to the cause!
I love how they’re highlighting Thai cuisine! It’s already popular worldwide but could use more official recognition.
Soft power is a strategic move in today’s geopolitical landscape. Thailand is wise to embrace this, but they need real policy to back up these claims.
Precisely. Without proper infrastructure and educational backing, it’s just words on paper.
Cash rebates for international films will probably just benefit the rich filmmakers. What about small local studios?
Excellent point! Supporting local filmmakers should be part of the package too, or they risk losing touch with their roots.
Agreed, Benny. It would be better to create a balanced initiative that funds both local and international projects.
Can’t wait to visit Thailand and see this ‘culinary revolution’ myself. As long as it’s not just a new tourist trap!
Definitely! Authenticity must be maintained, or it’ll lose its charm.
The idea of promoting Muay Thai on an international scale fascinates me. It’s a great cultural export that could take the world by storm.
How does Thailand plan to manage these ambitious initiatives? Too much at once could lead to a loss of focus.
I’m thrilled to see Thailand taking center stage! Their unique culture truly deserves global recognition.
Remember when they said similar things last decade? We still haven’t seen anything substantial beyond presentations and speeches.
It’s easy to critique from the sidelines, but can anyone actually suggest viable alternatives or improvements?
Exquisite jewelry being part of this plan is just perfect. Thai craftsmanship doesn’t get enough of the spotlight.
Agreed! But let’s ensure they ethically source the materials and labor.
Interesting speech, but did she address the role of technology in these cultural strategies?
Thoroughly hope they stress sustainability in all these initiatives, especially in preserving cultural heritage.
Schools should include more cultural teachings if they plan on a sustainably successful soft power boost.
A massive undertaking with enormous potential for success… or failure. We’ll see how it plays out.
I’m eager to see what stories will come from Thailand’s new focus on cinema. Maybe they’ll be the next Hollywood!
Honestly, I hope this isn’t just another smoke screen. We need real change, not just flashy speeches.
The soft power projection can definitely reap economic benefits if they’ve planned the tourism and market strategies wisely.
Muay Thai deserves international spotlight, it’s a cultural icon and should be shared globally.
Tai’s initiatives sound grand, but can they cope with the region’s existing socioeconomic issues simultaneously?
I really hope they keep the tourist areas authentic, that’s part of why Thailand is so amazing.