This article was originally published in the Brand Finance Thailand 100 2025 report
Soft Power is the ability of a nation to shape global opinions, behaviours, and preferences through attraction and persuasion rather than coercion. In the Brand Finance Global Soft Power Index 2025, Thailand advanced to 39th place, with a score of 45.4 out of 100. This rise reflects the nation’s growing influence, especially in Culture & Heritage, People & Values, and its increasing commitment to global climate leadership.
Cultural Diplomacy and Creative Industries
At the heart of Thailand’s growing soft power is its vibrant cultural heritage. Recognising the potential of creative industries to expand global influence, the Thai government has launched initiatives like the “One Family One Soft Power” (OFOS) programme. This initiative empowers citizens to become cultural ambassadors, aligning their skills with market needs while boosting the creative economy. It’s not just about culture but about leveraging the country’s creativity to make a meaningful impact on the world stage.
Thailand’s dedication to culture is evident in the creation of the Thailand Creative Culture Agency (THACCA), which focuses on growing sectors such as food, fashion, music, sports, and tourism. These efforts are in line with the nation’s reputation as a culinary leader and Thailand’s ranking of sixth place for ‘Food the World Loves’, a position it has maintained for three consecutive years.
The nation’s People & Values pillar shines through its high ranking, with friendly people and fun both influencing in its soft power profile. This is underscored by Thailand’s 14th place ranking as a ‘Great Place to Visit’.
The country’s commitment to blending culture with innovation is exemplified in the “Sukjai Travel Thailand – Aunjai Everywhere” campaign, a collaboration between the Tourism Authority of Thailand and AIS, which leverages digital connectivity to amplify Thailand’s appeal while promoting sustainable tourism.
International Recognition and Media Influence
Beyond cuisine, Thailand’s soft power is increasingly shaped by its entertainment and media industries. Artists like Lisa Manobal have boosted the country's cultural profile worldwide. PTT, Thailand’s energy giant, has also played a part with its sponsorship of sports and a commitment to supporting Thai talent, investing 200 million baht (approximately USD6.1 million) in various sports associations. The company also leads with its sustainability efforts, from reducing emissions to promoting EV infrastructure. Through initiatives like reforestation and public park projects, PTT helps project Thailand’s positive image globally.
Strategic Initiatives and Future Outlook
Thailand’s soft power strategy is set to grow with government-backed projects aimed at generating economic value and enhance the country’s cultural influence. The goal of raising 4 trillion baht (approximately USD122 billion) in revenue over the next four years underscores the nation’s determination to grow both economically and culturally. With Thailand’s increasing ‘Ease of Doing Business’ (ranked 21st) and ‘Products & Brands the World Loves’ (ranked 20th), the country is well-positioned to attract investment, business, and global consumers. Additionally, its future growth potential, ranked 23rd, shows promise for further global influence.