Thailand’s soft power strategy under fire: Experts advocate for creative economy

The Srettha Thavisin administration’s strategy of bolstering the economy through soft power is under scrutiny, as experts at a recent seminar suggested the concept is impractical and unclear. Seksan Anantasirikiat, Advertising Director at the Korean Association of Thai Studies (KATS), recommended a shift in focus towards promoting Thailand’s creative economy. The government, he suggested, should rebrand its strategy to reflect the national values of Thai people, businesses, and cultural products.

The National Soft Power Strategy Committee, chaired by Srettha and deputy chaired by Paetongtarn “Ung-Ing” Shinawatra, aims to implement the government’s soft power vision. Seksan’s critique came during a seminar discussing Korea’s successful experience in promoting soft power, which could potentially inspire similar strategies…