9-12-2023 (BANGKOK) Thailand, renowned for its vibrant culture, cuisine, and tourist attractions, has embarked on a journey to harness soft power as a catalyst for economic revival. The Pheu Thai-led government, keen on leveraging cultural elements for global influence, established the National Soft Power Strategy Committee, earmarking 5.1 billion baht to propel initiatives across entertainment, tourism, arts, and publishing.
The resonance of “soft power” surged when Thai K-pop sensation Lisa Manobal, a Blackpink member, dominated the charts with a solo album in late 2021. Since then, policymakers have touted soft power as a key driver, anticipating a cascade effect on tourism, trade, and investment. The committee’s proposal to extend Songkran celebrations and cultural events to a month aims to draw tourists and generate an estimated 35 billion baht.
However, critics argue that the government’s soft power focus might be too narrowly tailored. Assistant Professor Peera Charoenvattananukul from Thammasat University contends that while promoting events like Songkran is financially beneficial, it falls short in elevating Thailand’s international standing.
Soft power, fundamentally, is a nation’s ability to influence others for economic and geopolitical objectives through attraction and persuasion, steering clear of coercion or hard power. The expansive use of the term in Thai discourse raises concerns. Assistant Professor Ake Pattaratanakun emphasizes that mere exportation of culture and products does not inherently constitute soft power.
Thailand’s allure is well-established, with its festivals, cuisine, and beaches attracting global attention. However, the current government, grappling with an economic “crisis” and lower-than-expected growth, eyes soft power as a linchpin for economic revitalization. Professor Ake suggests a shift from a myopic focus on economic benefits to infusing Thailand’s ideology into soft power initiatives.
Professor Peera recommends Thailand define the narrative it wishes to project globally and suggests avenues like international aid and increased scholarship opportunities. Additionally, actively promoting Bangkok’s Pride month activities, signaling support for LGBTQ+ communities, could strengthen Thailand’s soft power, especially as it progresses toward potential legalization of same-sex marriage.
While acknowledging the time-intensive nature of soft power cultivation, Professor Peera sees the post-junta era as a pivotal step towards enhancing Thailand’s influence. As the government navigates the nuances of soft power, it remains to be seen whether the splash of Songkran can translate into enduring waves of international influence, surpassing economic considerations to convey Thailand’s unique values to the world.
