Thailand has taken a bold step toward positioning itself as a global creative powerhouse with the successful hosting of THACCA Global Soft Power Talks 2025, an event aimed at shaping the kingdom’s cultural influence on the world stage.

The event, held on February 24th, 2025 at the National Broadcasting Services of Thailand (NBT) Headquarters in Bangkok, was inaugurated by Prime Minister Paetongtarn Shinawatra and featured thought leaders from major global creative hubs. 

The discussions centered on the role of soft power in economic growth, industry development, and international collaboration.

Investing in Thai creative industries

Prime Minister Paetongtarn Shinawatra inaugurates THACCA Global Soft Power Talks 2025. Source: NBT WORLD

During her keynote speech, Prime Minister Paetongtarn emphasized the transformative potential of soft power. 

“Thailand is a nation deeply rooted in tradition, history, and culture. While tradition shapes our identity, it must not confine our future. Instead, it must be a foundation for new possibilities, a bridge between our rich past and our limitless future,” she said.

The premier also made a direct appeal to international stakeholders, highlighting Thailand’s openness to investment and collaboration. 

“To our international partners, Thailand is open for business. We invite you to join us in shaping the future of soft power — invest in Thailand’s creative industries and be part of a movement that transforms creativity into a sustainable, mutually rewarding future,” said Paetongtarn.

The talks underscored Thailand’s ambition to transition from being known primarily for its tourism industry to becoming a global leader in creativity and innovation. 

“In the past, the world may have seen Thailand as simply the ‘Land of Smiles’ or a beautiful tourist destination,” Prime Minister Paetongtarn said. “Now, we are establishing ourselves as a ‘Global Leader in Creativity, Culture and Innovation.’”

Strategic partnerships and talent development

Lawrence Ho, Chairman and CEO of Melco, at the announcement ceremony for THACCA Global Soft Power Talks 2025. Source: THACCA

The event was organized by the Thailand Creative Culture Agency (THACCA) in collaboration with Melco Resorts & Entertainment, a global leader in luxury entertainment. Their partnership aims to elevate Thailand’s standing in the Global Soft Power Index and expand opportunities for Thai talent in the international creative economy.

Sharing his enthusiasm for the collaboration, Lawrence Ho, Chairman and CEO of Melco, said, “The cultural heritage and creative potential of Thailand make the country a natural leader in soft power. Our role is to bring global expertise, facilitate knowledge exchange, and empower Thai talent to reach their full potential on the world stage.”

As part of the initiative, five outstanding Thai creatives will be selected for a three-month intensive training program with world-renowned experts in key global creative centers, including the United States, the United Kingdom, Italy, France, and Macau. Participants will receive full sponsorship covering accommodations, travel, and mentorship.

In line with this vision, the government has launched the One Family One Soft Power (OFOS) program, a national initiative aimed at equipping 20 million Thais with creative industry skills by 2030. The initiative will provide free training across multiple sectors, including digital media, hospitality, design, and wellness, ensuring a workforce ready to compete on the global stage.

Leaders in food, design, dance, and architecture

The event also placed a strong emphasis on Thailand’s renowned culinary heritage. World-famous chef Alain Ducasse, a 21-time MICHELIN-starred chef, participated in discussions on elevating Thai cuisine as a global brand. “Thai cuisine should not be perceived as just street food,” noted Ducasse. “It must go through the lens of gastronomy, even haute gastronomy.”

The event also featured a session with Mathieu Lehanneur, designer of the 2024 Paris Olympic torch and cauldron, who spoke about the intersection of art, design, and cultural influence in global branding.

Meanwhile, Giuliano Peparini, Director and Choreographer of The House of Dancing Water, who noted, “For soft power to work across continents, it must be relatable, appealing. Understanding the audience is key.”

Viviana Muscettola, Director of Zaha Hadid Architects (ZHA), spoke about the potential for architecture to communicate how countries are seen.

Thailand’s commitment to global leadership

With the THACCA Global Soft Power Talks 2025, Thailand has signaled its determination to harness soft power as a key driver of its future economy and global standing. By leveraging its rich cultural heritage, fostering international partnerships, and investing in creative talent, the nation is poised to redefine its influence in the global creative industry.

Richard Christiansen, Founder of Chandelier Creative, put forth a stirring declaration on the nature of Thai soft power and what it had to offer to the world: “Sweet power, spicy power, complex power, surprising power, bold power, and radically different power. That is your soft power.”

Source: