Imagine yourself whisked away to the vibrant and bustling streets of Thailand, a country where the aroma of flavorful street food fills the air and the sight of elegant silk fabrics catches your eye. This is where Dr. Yupa Taweewattana-boworn, the prolific permanent secretary of Thailand’s Culture Ministry, envisions the future of Thai soft-power goods and services, aiming to catapult them into the top 15 global export sensations.
In an exhilarating seminar that just recently jazzed up Khon Kaen, Dr. Yupa unfurled an ambitious blueprint for supercharging Thailand’s soft power – the country’s compelling cultural charm that captivates global audiences. With strategies shimmering like a multi-faceted gem, the plan includes flaunting Thailand’s cinematic creations on the dazzling walkways of international film festivals and molding savvy negotiators fit for the spotlight to champion Thai film titles on the world stage.
The fruits of these strategies are already ripening, and the figures are as juicy as a tropical Thai mango. Picture this: the Cannes Film Festival has served as a goldmine where Thai filmmakers have harvested a staggering 1.99 billion baht. Not far behind, the Beijing International Film Festival has seen Thai box office earnings skyrocket to 1.98 billion baht. The Hong Kong International Film & TV Market witnessed a flourishing 1.38 billion baht, whereas the Tokyo International Film Festival dazzled with a 500 million baht treasure trove. Even the Hong Kong International Film Festival and Shanghai International Film Festival contributed their golden share with 93 million baht and 5 million baht, respectively.
Drawing the blueprint even wider and bolder, the ministry’s vision from 2023 to 2027 is nothing short of a kaleidoscope of cultural charisma. It encompasses an array of Thai wonders, from mouthwatering cuisine to enthralling films, avant-garde fashion, exhilarating martial arts, spellbinding festivals, captivating entertainment arts, and even the mystical realm of superstitious beliefs and sacred artefacts.
This exhilarating escapade doesn’t stop at mere admiration. Under the overarching canopy of this plan, Thailand will peer into the crystal ball to learn from those who have wielded soft power with finesse, investigate burgeoning markets for soft touch, and pour its heart into honing the skills of its cultural ambassadors.
But why, you might ask? Because this strategy aligns harmoniously with the government’s broader soft power symphony, which orchestrates an ensemble of 11 soul-stirring industries – from fashion to music, tourism to digital games, arts to sports – all coming together in a crescendo to elevate Thailand’s cultural allure and economic clout on the global stage through the magical muse of soft power.
Dr. Yupa’s vision is a journey beyond the tangible, a quest to infuse each corner of the globe with the essence of Thai culture. It’s an invigorating tale of a nation’s determination to make the world fall in love with its soft power, soaring beyond boundaries to capture hearts, imaginations, and, undoubtedly, a handsome slice of the global marketplace. Join Thailand on this captivating adventure – because when it comes to cultural power, soft is the new strong.
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