Bangkok Soft Power: The Economic Mechanism Driving and Attracting Foreign Investors
Over the past year, Thailand has been very successful in developing soft power to the point of being ranked 40th in the world and 3rd in ASEAN in the Global Soft Power Index 2024 by Brand Finance, and U.S. News & World Report ranked Thailand as having the 8th best cultural heritage in the world.
The Thai government, in collaboration with the National Soft Power Strategy Committee and the Thailand Creative Culture Agency (THACCA), will maintain its focus on the Soft Power Strategy throughout 2025. This committee is prepared to implement policies that promote 13 key industries, including tourism, food, film, fashion, festivals, sports, music, art, design, games, literature, health, and performing arts. These industries are integral to one of the most significant national development plans.
After the 2/2025 National Soft Power Development Committee meeting, Bangkok is gearing up to enhance its soft power significantly. The goal is to utilize soft power as a key driver of the economy and to enhance the country’s global image through the unique influence of Bangkok’s lifestyle. These operations aim to drive Bangkok as a cultural hub, which covers various dimensions, such as:
Thai Film: To bolster the cinematic progress, initiatives are underway to support film, drama, and series festivals. The innovative T EXPO aims to broaden the reach of alternative films, enhance international recognition, and host international festivals and short film production camps in three regions nationwide.
Bangkok’s creative scene: Neighborhood story projects, creative economic prototypes, and youth street art initiatives are driving growth in the city’s art and design scene. By transforming public spaces like the Ong Ang Canal and Yaowarat into creative hubs, the city is fostering a vibrant artistic environment.
Bangkok culinary tourism: The ‘One Village, One Thai Chef’ initiative has achieved remarkable success, having trained over 1,304 culinary professionals and made substantial contributions to the culinary industry.
And there are many other intriguing projects that use Bangkok Soft Power to their advantage, whether in the following areas:
Games: Bangkok has been announced as a collaboration between gamescom asia and the Thailand Game Show, preparing to organize the largest game event in Asia for the first time.
Sports: promoting Muay Thai to the international level through the Muay Thai World Festival 2025 to spread the beauty and art of Muay Thai around the world as well as extend the visa-free period (Muay Thai DTV) for foreigners who come to study Muay Thai.
Books: Thailand promotes Thai books through various projects, such as the 53rd National Book Fair, a major literary event and the largest since the Queen Sirikit National Convention Center’s recent reopening, which will showcase the strength of Bangkok’s book industry.
The government, led by Prime Minister Paetongtarn Shinawatra, has continuously emphasized promoting and developing Thailand’s soft power potential, positioning Bangkok and Thailand as a regional center for tourism and culture. Most recently, as part of the policy to promote tourism and strengthen Thailand’s soft power, the government officially opened the “Amazing Thailand Grand Tourism and Sports Year 2025.”
The implementation, in various aspects and covering many dimensions, shows the government’s commitment to promoting Thailand’s soft power to be recognized and known internationally, as well as to enhance confidence in investment and economic development in the country. The successful implementation has significantly boosted Thailand’s global reputation and attracted foreign investors effectively.
