On February 24, 2025, during the Global Soft Power Talks: The New Rules of Soft Power held at the Broadcasting and Information Services Center of Thailand, Prime Minister Paetongtarn Shinawatra emphasized the importance of soft power as Thailand seeks to expand its global influence through creativity and cultural initiatives.
The Prime Minister opened the discussion by highlighting Thailand's rich traditions and history, stating, "This marks the beginning of Thailand's new global influence through creativity." She noted the transition from traditional economic sectors to one driven by creativity, culture, and human potential.
"Soft Power is not just cultural and political influence but also drives economic change," she elaborated, underlining the government's strategy to leverage Thailand's artistic and culinary heritage to create economic opportunities.
Central to this discussion was the announcement of the national soft power strategy, which includes the launch of the "One Family One Soft Power" initiative, aimed at providing new skills and enhancing the capabilities of over 20 million Thai citizens by 2030. This initiative includes nearly 100 free courses across various sectors such as hospitality, creative industries, and wellness, targeting the enhancement of Thailand's competitive edge on the global stage.
The Prime Minister emphasized the need for strong ecosystems supported by skilled individuals who can compete globally. She stated, "Soft Power isn’t just about economic potential; it’s about empowering individuals with the tools and knowledge to transform creativity and ideas.
She also highlighted the importance of elevates Thai cuisine to be recognized globally not just for its flavors but also for its health benefits. "We need to transform Thai food from mere export product to global brands focusing on gastronomy, sustainability, and health," she stated.
Details on how Thailand’s food and health services can serve as global leaders were also discussed, positioning Thailand as the 'Kitchen of the World' with advanced agricultural technology and supply chain management to support this vision.
Prime Minister Shinawatra continued to stress the importance of the arts and creative industries, showcasing the rapid growth of Thailand's film industry and how it attracts international producers. She encouraged collaboration with the business sector to build international visibility and support for Thai creative industries.
A key message reinforced during the talks was the notion of forging strong partnerships through creative collaboration. The Prime Minister invited international businesses and investors to become part of this transformation by engaging with Thailand's creative sectors, asserting, "The world is Thailand's market, and we are ready to show our strengths and growth potential."
By promoting cultural exchanges and collaborative ventures, the Thai government aims to strengthen bilateral relationships with countries around the world, reinforcing Thailand's strategic position within the international community.
The Prime Minister concluded her remarks by summarizing the immediate goals for Thailand’s soft power strategy and how it aligns with the overarching aim of becoming more than just short-term gains. She emphasized sustainable collaborations and valuable growth for both Thailand and its international partners.