Thailand's leaders are promoting the country's cultural elements as soft power tools, but critics doubt their international influence. The National Soft Power Strategy Committee has proposed a significant budget to fund initiatives in various sectors, aiming to generate economic growth and job creation.
On Nov 1, the soft power committee suggested extending the annual Songkran celebrations from three days to to a whole month. BANGKOK – From muay thai to mango sticky rice, Thailand ’s cultural elements are being pitched by its leaders as soft power tools, but critics say this may not translate into having international influence. “Soft power” became a buzzword in the political arena in late 2021 when Thai K-pop sensation Lisa Manobal, a member of Blackpink, released a smash-hit solo album.
Since then, politicians and policymakers have thrown the term around to laud any Thai person, product or event that has made headlines both locally and overseas.and the newly established National Soft Power Strategy Committee has proposed 5.1 billion baht (S$193 million) be set aside to fund initiatives in the entertainment, tourism, arts and publishing sectors. It hopes that this drive will generate an estimated 4 trillion baht, create 20 million jobs in the country of about 70 million and raise household income
Thailand Soft Power Cultural Elements International Influence National Soft Power Strategy Committee Budget Economic Growth Job Creation
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