Thailand’s Soft Power: Building a Sustainable Future through Culture and Innovation in 2025

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Welcome to the global village where the world seems to spin a little faster each day, pulling us all a little closer together in a delightful twist of interconnectedness. Under the astute vision of the Chief Executive Officer of Sustainability and Strategic Development at Charoen Pokphand Group, the planet has shrunk into a kaleidoscope of whizzing commerce, culture, and information, blurring the edges of what’s national into a vibrant, albeit homogenized, global tapestry.

Now, wherever you turn, it’s like playing a game of global déjà vu—spotting those same brands, like Louis Vuitton, H&M, and McDonald’s, regardless of whether you’re sauntering through the streets of Paris or the bustling avenues of Tokyo. The local handicrafts and unique artistic expressions that once were the storied jewels of our cultural heritage are rapidly becoming museum pieces, eclipsed by the rise of mass-produced, cookie-cutter goods.

Our digital age compounds this concoction by serving a universal dose of news via tech giants’ algorithms, orchestrating a symphony of synchronized buzz across the globe. Somewhere between the selfies and hashtags, the distinctive tales of our hometowns are slowly fading, left adrift in a vast ocean of sameness. But where some see a blank canvas fast covering our world, others see opportunity—a powerful potential in soft power to reclaim our individual cultures and echo sustainability through its diverse cadence.

Ah, soft power, the gentle art that beckons with allure rather than demands with force. Take a nod from South Korea, where K-Pop and mouthwatering dishes have made waves far larger than its geographic size, tugging at global heartstrings. Or look at Japan, whose anime, samurai tales, and Harajuku fashion payloads cast long shadows of influence worldwide—juxtaposing tradition with the sleek edge of modernity.

Thailand nestles comfortably into this narrative, possessing its own arsenal of soft power weapons—deliciously pungent cuisine, the electrifying rituals of Muay Thai, and its vibrant festival tomes, Songkran and Loy Krathong. These cultural cornerstones provide more than just colorful spectacles; they bolster economic sustainability and amplify environmental consciousness.

The prowess of soft power further unfolds through CP Group’s spotlight on Thai sports, elevating national heroes like the prodigious golfer Atthaya “Projean” Thitikul onto the global stage. Every time she swings her club, it’s not just a game—it’s a story of Thai culture unfurling before an international audience, every tournament a cultural showcase.

This February, CP Group partners with the Chef Cares Foundation and the Ministry of Foreign Affairs to tantalize the taste buds of leaders at the World Economic Forum 2025 in Davos. Imagine the ripple effect when world-renowned chefs plate sizzling massaman curry and tangy tom yum goong, each dish a crafted ambassador of Thai essence made with premium ingredients, handpicked to tell the story of Thailand’s rich, longstanding culinary narrative. It’s about threading soft power through the vibrant cloth of cultural identity, locking in economic advantages and promoting sustainable agriculture.

Soft power taps into sustainability tripartite: economic, societal, and environmental nourishment. Economically, it revives the splendor of Thai exports—silks and handicrafts woven with identity—and enriches cultural tourism experiences, drawing originality from provincial lifestyles and local gastronomic offerings.

Socially, it breaths pride back into community roots, celebrating through festivals and projects like OTOP (One Tambon One Product), which uplift rural economies while immortalizing cherished artisan skills. Environmentally, soft power cherishes earth’s gifts, championing sustainable practices like crafting krathongs from organic materials or embracing low-carbon footprints in tourism ventures.

The visionary practice folds neatly into aligning with the United Nations Sustainable Development Goals (SDGs), weaving creative economy, environmental consciousness, and global cooperation into a seamless narrative. Finding the voice of its culture entwined with sustainable action, Thailand positions itself not merely as a cultural destination but as a paradigm for integrating soft power into a global sustainability strategy.

It’s about a plan—a master blueprint that harmonizes sustainability with cultural exuberance, propelled by the creative sparks of artists, athletes, and cultural leaders. Thailand’s Bio-Circular-Green (BCG) economy model will pave the way, maximizing resource utility while nurturing cultural innovation.

Yet, the melody of soft power must begin at grassroots with education. It intertwines itself into school curriculums, and blossoms through international partnerships, perhaps with a partner in UNESCO, reaching far and wide with appealing, relevant content on digital platforms like TikTok and YouTube. A Promotion Center could become a beacon for strategic planning, amplifying the symphony of Thailand’s soft power.

Harnessing the charm and uniqueness that is inherently Thai, soft power builds not only bridges to a sustainable future but a compelling narrative that draws nations to watch and learn. By anchoring its cultural identity into sustainable practices, Thailand doesn’t just maintain its luminous charm—it becomes a beacon of sustainability for future legacies, leaving a lasting imprint on the world stage.

“Thailand’s soft power doesn’t just create charm; it forges a sustainable future for generations to come.”