Thailand made a big cultural splash in 2024—not by accident.
, but to the government of Thailand, where she’s from, she’s a cultural ambassador and shining example of the country’s push to boost what it calls its ““when one country gets other countries to want what it wants” without the use of force, in contrast to the hard power “of ordering others to do what it wants.”
But in the last year and a half, since the Pheu Thai party came to power in August 2023, Thailand has sought to redefine soft power instead as getting others to want what itWhile Thailand’s cultural wave has been bubbling up for years and “soft power” was also promoted by previous governments, the major push, just weeks after his election last year, announced the formation of the National Soft Power Strategy Committee , which laid out 11 key focus areas: food, gaming, festivals, music, film,...
Kitti Prasirtsuk, professor of international relations at Thammasat, says that Thailand should instead have a more “comprehensive view of soft power” that focuses on more than just culture and tourism and also recognizes that shifts take time. “A country’s image depends on overall reputation in politics, economy, foreign policy, values, and domestic systems and institutions as well,” Kitti tells TIME.
But leader Paetongtarn seems to care less about what “soft power” really means than what she hopes it can bring. “I think the definition is not really that important, as the government is trying to achieve bigger goals by promoting industries to promote soft power and boost the economy,” she: Thailand’s GDP growth trails that of regional neighbors Indonesia, the Philippines, and Vietnam, and the tourism-heavy economy is still struggling to fully rebound after COVID-19.
At the end of the day, Thammasat’s Peera tells TIME, Thailand’s pursuit of cultural influence will ultimately be judged on whether it benefits Thai people’s bottom line: “The government’s understanding of soft power might be different from Joseph Nye’s definitions of soft power,” he says, “but … if it can boost the economy, who cares?”TIME may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.
United Kingdom Latest News, United Kingdom Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
Forget Traditional Party Outfits – There’s One Brand Redefining Glamour This SeasonFrom sequin tops to scene-stealing dresses and versatile separates, Maje's 2024 party capsule is one of the best of the year. Read more on Grazia.
Read more »
Bioactive Dressings: Redefining Wound Care Beyond TraditionTraditional wound care methods have limitations, highlighting the need for advanced bioactive dressings that enhance healing and reduce infection risks.
Read more »
a Bollywood icon redefining what it means to be a star'Every girl or woman - or for that matter, a man - should be free to decide how they would like to lead their lives,' the star tells Sky News.
Read more »
– the stars redefining modern philanthropyEight faces leading the charge for change
Read more »
'Super soft' M&S jumper with 140 five-star reviews is a hit with shoppersUpdate your winter wardrobe with this stylish £17.50 piece
Read more »
Christmas Parties Going Teetotal: Less Booze, More Soft DrinksAs younger generations change their attitudes towards alcohol, work Christmas parties are shifting away from tradition. This year, parties are expected to offer more soft drinks and fewer alcoholic beverages, with 21 percent planning to be alcohol-free. Mistletoe and the song 'Do They Know It's Christmas?' are also seeing declining popularity.
Read more »