The State of Soft Power in Thailand

Soft power refers to the ability of a country to influence others through cultural, ideological, and diplomatic appeal rather than coercion or force. Thailand has effectively employed its rich cultural heritage, cuisine, tourism, and entertainment industries to enhance its global image and international reputation. Ranked 40th out of 193 countries in the Global Soft Power Index 2024, Thailand has improved its score to 44.8, an increase of 2.4 points from the previous year. Within Asia, it holds the 6th position and ranks 3rd among ASEAN countries, reflecting its growing regional and global influence.

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A well-established national brand combined with positive soft power perceptions allows a nation to market itself as an appealing destination for people to visit, invest in, and build a reputation for its quality of goods and services. This primarily encourages domestic tourism and the consumption of local goods and services. For instance, the sight of long queues for trending durian and coconut-based desserts, packed mango and sticky rice shops, or rising sales in holiday resorts in the southern region are all evidence of the impact of soft power in action.

Soft power operates across seven key pillars: business and trade, governance, international relations, culture and heritage, media and communication, education and science, and people and values. Thailand is particularly potent in these pillars.

Culture can always be sold if we know how to give it value. Thailand’s cultural assets serve as a global hub for spiritual seekers, with temples like Wat Arun and Wat Phra Kaew drawing millions of visitors annually. Muay Thai, one of the “5 Fs” (fighting), has become a global phenomenon, with fans and practitioners worldwide celebrating this traditional martial art. Prominent festivities like Songkran (Thai New Year) and Loy Krathong showcase the country’s traditions and attract international tourists.

Thai food culture is often held in high regard as a cornerstone of the country’s soft power. Initiatives by the Thai government, such as the “Global Thai” program, have promoted authentic Thai cuisine abroad, resulting in over 15,000 Thai restaurants worldwide. Dishes like Pad Thai, Tom Yum Goong, and Green Curry are now staples in many countries.

Thailand's renowned hospitality has earned it the nickname "Land of Smiles." Popular tourist destinations like Bangkok, Phuket, and Chiang Mai highlight its natural beauty, historical landmarks, and cultural diversity. Millions of tourists worldwide are drawn to eco-tourism and wellness travel, which includes yoga retreats and traditional Thai massage.

Thailand’s active participation in ASEAN and other international organizations demonstrates its commitment to regional and global cooperation. The country has solidified its soft power impact by contributing to peacekeeping missions, climate change initiatives, and humanitarian efforts. Notable examples include hosting the APEC Summit 2022, which addressed post-pandemic recovery; serving as the ASEAN Chairman in 2019 under the theme “Advancing Partnership for Sustainability;” and organizing numerous meetings on disaster management to coordinate regional responses against Typhoon Haiyan. 

Despite having considerable strengths in cultural and economic soft power, Thailand confronts a number of issues that restrict its capabilities to fully harness its potential and enhance its global influence. Political instability, globalization, environmental concerns, and underutilization of media and technology are among the challenges facing Thailand’s soft power.

Frequent government changes, protests, and coups have affected Thailand's reputation for stability. Political uncertainty can undermine Thailand’s soft power and deter international tourists and foreign investors, which are two critical sectors of Thailand's soft power.

Rapid urbanization, globalization, and modern consumer trends threaten the preservation of Thailand’s traditional culture. While Thai culture has a strong heritage, conventional elements need to be adapted to resonate with younger, tech-savvy audiences globally.

Over-tourism in popular areas and environmental degradation could diminish the quality of the tourist experience and tarnish Thailand’s reputation as a pristine and welcoming destination. Thailand's heavy reliance on tourism makes its soft power susceptible to global crises, as seen during the COVID-19 pandemic. Furthermore, the country’s reliance on single-use plastics has drawn criticism, impacting its reputation among environmentally conscious global citizens. These negative externalities can be mitigated by promoting eco-tourism and green initiatives to align with global trends toward sustainability.

Despite its increasing popularity, Thai entertainment has yet to reach the global influence levels of industries like South Korea’s K-pop or Japan’s anime. The effectiveness and significance of soft power are apparent for all to see. As such, by enacting a policy on April 19, 2022, former Thai Prime Minister General Prayut Chan-o-cha highlighted its relevance. It suggested government agencies collaborate closely with private sector producers, artists, and backstage staff to assist the Thai creative industry in infiltrating global markets. Utilizing soft power bolstered Thailand’s cultural resources in accordance with the “5 Fs”: food, film, fashion, fighting (Thai martial arts), and Thai traditional festivals to achieve maximum economic benefits and expand Thailand’s foothold in contemporary culture.

The state of soft power in Thailand is robust, with substantial cultural and natural assets driving its influence. By stimulating soft power, Thailand can continue to develop and expand its potential as more than just a revenue stream and something that is limited to any one cultural product or element. However, to maintain and extend its global appeal, the country must address challenges like political instability and environmental concerns while strategically investing in its media, technology, and sustainability efforts. Thailand’s future in soft power depends on its ability to adapt and innovate while preserving its unique identity.