A Pathway to Thai Soft Power: An Exploration of Soft Power Proposals in Post-COVID Thailand

Abstract

In the wake of the global success of the Korean Wave, soft power has become a top priority for Thailand as a means to enhance its competitiveness in the post-COVID era. This research analyzes key proposals from the Ministry of Culture, the Thai Chamber of Commerce, and the ASEAN Watch Program through archival analysis. The findings indicate that Thai soft power is primarily conceptualized as the power of popularity, focusing on economic promotion and image-building rather than traditional dominance in international politics. The pathway to achieving Thai soft power involves promoting Thai culture through entertainment diplomacy, which requires significant investment in media production, distribution, and public relations. Moreover, an understanding of soft power from a political perspective is evident solely in the academic proposal, leading to a lack of explicit agendas concerning international relations in most strategies. Non-academic proposals are more aligned with the creative economy and nation branding. This study concludes with suggestions for more actionable concepts that can garner stronger support for the advancement of Thai soft power.

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