Is Thai film industry, the weak pillar of the soft power edifice, on the cusp of better days?

Prime Minister Srettha Thavisin recently led Cabinet members to watch a popular movie, Sup-pa-rer (The Undertaker), as proof of his commitment to promoting Thai soft power in general and the film industry in particular.

Critics dismissed his move as hype, and a publicity stunt to gain political mileage from the current national fever embracing the record-grossing movie.

Targeted industries

The previous Prayut Chan-o-cha government had promoted five industries — “5 Fs”  — as part of efforts to promote Thai soft power on the global stage.

The “5 Fs” —  food, film, fashion, fighting and festival — were considered by the Prayut government as having the potential to increase economic value for the country. For example, Thailand is one of the leading food exporting countries and many Thai dishes, desserts and tropical fruits are recognized worldwide. Muay Thai kickboxing…