Rati Panthawi, president of the AAT
Paruj Daorai, co-CEO of Publicis Groupe Thailand and president of the Digital Advertising Association of Thailand said soft power arises when everyone collectively shares a common direction and values.
“Everything can happen when everyone moves in the same direction, forming a collective consciousness that evolves into certain values. For example, people in Japan and South Korea take pride in being Japanese and Korean. They wear traditional clothes on significant occasions. In Thailand, if these things happened in Ayutthaya, it would become a thriving economy. The question is, do people in Thailand wear their traditional costume? Strong soft power requires people in the country to first appreciate and accept [their culture].”
He pointed to a lack of such collaboration in Thailand.
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