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At a time when countries in the Indo-Pacific are reorienting their focus towards investing in hard power, Thailand sees increasing potential in developing soft power by leveraging its popular culture. While Thailand’s approach seems influenced by the South Korean model, the country has built on some sectors that are unique, giving it the edge over others such as Taiwan and Japan. A part of this ‘uniqueness’ stems from its entertainment industry, which, in the last decade, has captured the attention of global audiences, adding to its worldwide influence, bringing in economic investments, and increasing prospects for the country across other sectors like tourism.
Thailand’s soft power on the rise
For a long time, Thailand has been famous for its tourism and cuisine; however, in the last decade, its film and television industry has emerged as a significant contributor to its soft power potential. The new sector has not only enhanced its global visibility but has also placed it in the same category of soft power much like the Asian giants, South Korea and Japan. The rise is driven by popularising categories such as the Boys’ Love (BL) series that focus on issues around LGBT themes and the rise of Thai pop music. Their attention has helped attract more global recognition, exemplifying Thai culture’s positives as a progressive and inclusive society. All this awareness has also helped Thailand economically by expanding the Rainbow Tourism sector—LGBT+ travellers seeking inclusive and celebratory experiences—especially after the recent legalisation of marriage equality.
The rise is driven by popularising categories such as the Boys’ Love (BL) series that focus on issues around LGBT themes and the rise of Thai pop music.
Regarding popularising Thai entertainment, some of the most viewed BL series, according to IMBD and MyDramaList, are 2gether, TharnType, Kinnporshe, and Not-Me, which have also gained global prominence. For instance, Master of the House garnered the top spot on Netflix's Global Top 10 TV (Non-English) list in just two weeks since its debut. Besides Thai dramas, Thai music is also showcasing its soft power potential. Some notable Thai artists have gained worldwide attention with their music, such as Tobii, whose latest single in September 2024 became viral on TikTok and No. 1 on iTunes R&B/Soul charts. The rise of Thai pop has been possible due to the prominence of Thai K-pop artists like Lalisa Manoban, Nichkhun Horvejkul, and BamBam from Blackpink, 2 PM, and GOT. All these popular K-pop bands serve as influential cultural ambassadors, demonstrating how Thai talent can thrive in highly competitive entertainment industries such as K-pop and Hollywood. However, with better opportunities at home, more and more Thai pop artists and groups are receiving greater attention such as Jeff Satur, and groups like LYKN and JASPER.
Recognising this potential, the government is also strategically utilising music and national festivals like Songkran to attract international tourists, blending traditional elements with modern outreach strategies. This dual approach boosts tourism revenue and reinforces Thailand’s soft power. The government has also formulated a policy through the ‘5Fs’- food, film, festivals, fighting, and fashion—promoting culture and rebuilding Thailand’s image. Furthermore, the National Soft Power Strategy Committee was established to mobilise industry resources. To further enhance the policy, the Thai Government has also launched “One Family, One Soft Power” (OFOS) and the Thailand Creative Content Agency (THACCA) to transform over 20 million Thai people into highly skilled and creative workers. This strategy stands to generate 20 million job positions and contribute towards sustainable economic growth. The eleven creative industries under the policy are food, gaming, festivals, music, film, literature, arts, design, sports, fashion, and tourism.
OTTisation of Thai entertainment and the government’s role
The digitalisation of global entertainment has amplified opportunities for Thai pop culture, particularly since the pandemic. Streaming platforms now serve as key avenues for Thai films, series, and music, making them accessible to a broader audience. This digital expansion aligns with global consumption patterns, where convenience and personalisation dominate.
Complementary reforms in content regulation are also under discussion to cultivate a more innovative and investor-friendly environment, indicating the government’s commitment to long-term industry development.
To strengthen its entertainment sector and enhance economic growth, the government has played its part in introducing tax incentives to attract foreign investment and encourage local content creation. These incentives aim to position Thailand as a global hub for filmmaking by offering competitive benefits to international production companies while embracing the growth of domestic talent and infrastructure. Complementary reforms in content regulation are also under discussion to cultivate a more innovative and investor-friendly environment, indicating the government’s commitment to long-term industry development. For instance, the third season of the latest Home Box Office (HBO) series, The White Lotus’, was filmed in Thailand, and has led to a tourism boom in the country, projected to grow by 20 percent. In addition to tourism, the entertainment sector has also positioned itself as a critical driver of Thailand’s soft power and economic resilience. The government’s goal of generating 4 trillion baht in revenue through creative industries reflects this strategic initiation. The country also seeks to diversify its revenue streams and reduce dependency on traditional industries by anchoring cultural exports and aligning them with tourism initiatives. Beyond economic benefits, these efforts will enhance Thailand’s national pride and cultural identity.
By-products of Thai pop culture rise
Besides the entertainment sector, Thai fashion is experiencing a renaissance as well, primarily guided by the influence of popular dramas such as Bupphesanniwat, which have sparked renewed interest in both traditional and contemporary clothing styles. As Thai dramas gain international popularity, they captivate audiences with compelling stories and inspire admiration for the country’s vibrant textile heritage. Leveraging their domestic success, Thai BL actors have emerged as influential luxury brand ambassadors. Celebrities are courted by high-end brands like Burberry, Prada, and Dior to bridge entertainment and fashion, further broadening Thai audiences. In 2023, these partnerships generated an impressive US$106 million in Earned Media Value, showcasing the impact of Thai star power. As these actors dominate fashion weeks and red carpets, they serve as cultural ambassadors, promoting Thai aesthetics and strengthening the country’s cultural diplomacy through the lens of global luxury.
With growing recognition, the country aims to become the Kitchen of the World, as reiterated by the former Prime Minister at the World Economic Forum.
With its memorable dialogue and cultural references, the entertainment industry has served as a gateway for audiences to immerse themselves in the Thai language. Platforms like Netflix and YouTube have made these shows widely accessible, amplifying their global influence. Educational institutions report a surge in inquiries and enrolments for Thai Language courses. In response, universities and language schools are expanding their offerings to meet the demands. Moreover, through the rise of Thai entertainment, its cuisine is again earning international acclaim and has become a staple in restaurants worldwide. With food getting intertwined with the entertainment sector, cuisine is going through a reintroduction. For instance, dramas like Hunger delve into the country’s culinary traditions, spotlighting dishes and cooking techniques, captivating viewers globally. With growing recognition, the country aims to become the Kitchen of the World, as reiterated by the former Prime Minister at the World Economic Forum.
Challenges for the industry
Thailand’s entertainment industry, despite its potential, grapples with significant challenges. Political instability remains a critical obstacle, as frequent government changes disrupt long-term planning and investment in the creative sector. A stable political environment remains essential for embracing an ecosystem where creativity can flourish without the fear of unpredictable regulatory hurdles. Additionally, Thailand faces intense competition from nations that have effectively transformed their entertainment industries into tools of soft power. For instance, South Korea’s ‘Hallyu wave’ has set a high standard, showcasing the global impact of well-strategised cultural exports. To remain competitive, Thailand must prioritise innovation and diversify its content to connect with international audiences while harnessing its unique cultural identity. However, while the global success of the BL series has drawn widespread attention, industry experts caution against over-reliance on a single genre. A diversified content strategy that taps into Thailand’s broader cultural and historical richness could yield a more sustained and multidimensional impact on the global platform.
Abhishek Sharma is a Research Assistant with the Strategic Studies Programme at the Observer Research Foundation
Aadityavikram Rana is a research intern with the Strategic Studies Programme at the Observer Research Foundation
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