BANGKOK, Thailand – Thailand has made substantial headway in expanding its soft power strategy over the past six months, with the government reporting over 7 billion baht in trade generated through the global promotion of Thai creative industries. Commerce Minister Pichai Naripthaphan, serving on the National Soft Power Strategy Committee, announced progress in supporting sectors such as books, games, fashion, film, and television. International trade fairs and business events in countries including Japan, South Korea, Singapore, Germany, and the United States have helped Thai creators access new markets and build lasting business ties.
According to Minister Pichai, a major development includes the rebranding of the Thai SELECT certification, previously used to identify authentic Thai restaurants abroad. The updated program introduces a four-tier rating system, with “Thai SELECT Three Stars” awarded to top-tier establishments offering premium culinary experiences.
The Ministry of Commerce is also preparing to launch Thailand’s first international licensing expo for characters and content while promoting Thai television series and fashion brands in global markets. Thai designers will participate in leading design festivals, and certified regional products under the Geographical Indication (GI) label will be showcased at the upcoming Maha Songkran World Water Festival in April, drawing international attention to culturally distinctive Thai goods.
In the music industry, a new policy allows Thai artists to use their song copyrights as financial collateral. The strategy gives musicians greater access to funding and opportunities to scale their careers internationally, building a more sustainable creative economy and elevating the global profile of Thai music. (NNT)
