Boosting the Thai economy with soft power assets

From cat patterned pants to crab printed trousers and sumptuously designed ice cream imitating mackerel, Thailand’s provinces are going all out to promote the country’s creative economy.

They are using creativity and their cultural elements as soft power tools to create economic value that brings in revenue for local residents as they respond to the government’s policies.

Success breeds success

Pants with a cat pattern have become a tool of Nakhon Ratchasima’s soft power. The product quickly captured the hearts of social media users, particularly cat lovers, after going viral online. This underlines the huge popularity of elephant harem trousers, which are very popular among foreign tourists visiting Thailand.