Thailand's Changed Tune: Soft Power Emerges as Its Key Strategy, as Explored by Lekha Shankar
In the vibrant city of Bangkok, Thailand's Soft Power initiative continues to gain momentum, with a notable focus on fostering collaborations with India across various sectors.
Recently, renowned Indian filmmaker Nan Palin graced the International Creative Content Creators Forum, an event organized by the Thai Media Fund. Palin, a member of both the Oscar and European Film Committees, praised the rise of Asian cinema and noted the growing incentives in India and Thailand for international film productions.
The forum was part of the SPLASH Soft Power Forum, organized by THACCA (Thailand Creative Culture Agency), with the centrepiece being the Bangkok Art Biennale (BAB). Indian artist Ravinder Reddy was among the participants, showcasing his works at prominent venues like the National Gallery and Bangkok Art & Culture Centre.
The Bangkok Experimental Film Festival also made a comeback, featuring over 120 experimental films, installations, and performances. Notably, the Indian collective 'Kaddukkas' curated 10 short films from the National Film Archives for the event.
Upcoming events under Thailand’s Soft Power initiative with strong Indian participation include the International Festival of Dance and Music and the World Film Festival of Bangkok. Both festivals will showcase collaborations with Indian artists and performances, as well as significant Indian content and participation by Indian filmmakers.
Nakhon Pathom, one of Thailand's 11 designated Herbal Cities, has also been showcased as an example of Thailand's soft power in action. International media were taken to Nakhon Pathom for a panel discussion on Unlocking Health Tourism, focusing on alternative medicines, herbal products, organic farming, and wellness spas.
Doobua Café & Farm in Nakhon Pathom offers Lotus Petal Miang cooking workshops using fresh, organic ingredients. The family-friendly spot, which also houses animals and activities, is set to become a boutique hotel. RXV Wellness Spa in the same city offers crystal sound and aquatic therapies, further highlighting the region's focus on wellness tourism.
Air Orchid Farm in Nakhon Pathom offers a wide range of export-grade orchids, while Pathom Organic Village is suitable for farm experiences and corporate retreats. These attractions contribute to Thailand's commitment to sustainable tourism, a key aspect of its 2026 tourism strategy.
India's diplomatic engagement in tourism and cultural exchange with ASEAN, including Thailand, is also intensifying. Forums emphasize tourism as a core pillar of India-ASEAN strategic cooperation, reinforcing cultural and historical ties dating back thousands of years.
This renewed focus on cultural exchanges between India and Thailand underscores the growing importance of soft power in driving economic progress. As Thai Prime Minister Paetongtarn stated at The New Rules of Soft Power panel, soft power is a crucial driver of economic progress. Mike White, director of the hit Amazon series White Lotus, also attended the panel, further emphasizing the global interest in Thailand's soft power initiatives.
[1] Source: Thailand's Ministry of Culture [2] Source: THACCA [3] Source: Bangkok Art Biennale [4] Source: India-ASEAN Tourism Association
- The SPLASH Soft Power Forum, organized by THACCA, featured discussions on the growing incentives for international film productions in both India and Thailand, highlighting the collaboration between these two nations in the sector of science (film and media).
- The International Festival of Dance and Music and the World Film Festival of Bangkok will showcase collaborations between Indian artists and performances, as well as significant Indian content and participation by Indian filmmakers, demonstrating a focus on business and finance in the exchange between these countries.
- In Nakhon Pathom, attractions such as Doobua Café & Farm and RXV Wellness Spa emphasize the lifestyle and health-and-wellness aspects of Thailand's soft power, with a focus on organic food-and-drink, herbal products, and wellness spas.
- The renewed focus on cultural exchanges between India and Thailand, as part of India's diplomatic engagement with ASEAN, including Thailand, underscores the growing importance of education-and-self-development and cultural ties in driving economic progress and strengthening historical bonds, emphasizing the role of soft power in technology and travel industries as well.
