Thailand’s Soft Power in 2025: A Rising Force in Global Culture?

In the modern era, international competition is no longer defined solely by economic strength. By 2025, “soft power” has become a key strategy focused on projecting cultural appeal and national values to build credibility and global influence. Thailand, recognizing this shift, continues to actively expand its soft power reach, showcasing its rich cultural heritage, creativity, and identity on the global stage.

Thailand possesses a wide range of cultural and creative elements that can be effectively developed into soft power. In 2025, several of these elements have gained international recognition for their uniqueness and appeal. Key areas include:

1.Thai Cuisine

Thai cuisine is more than just a dish; it’s also a cultural expression that tells a story through its intense flavors, distinctive aromas, and distinctive cooking techniques. In 2025, Thai food will remain one of the most popular international cuisines worldwide. From chains of Thai restaurants around the world to bustling street food stalls that attract tourists from all over the world, Thailand’s culinary influence is undeniable. Signature dishes like Tom Yum Goong, Pad Thai, and Som Tam consistently rank among the world’s most popular dishes. Thai food is more than just flavor; it’s also a powerful tool for communicating the unique identity and charm of Thailand in each dish to the hearts of people around the world.

2.Contemporary Music and Art

By 2025, Thai music will begin to transcend traditional boundaries, Especially T-Pop and indie artists, who are gaining popularity across Southeast Asia on platforms like YouTube, TikTok, and Spotify. The musical diversity, from pop, Luk Thung, rap, and even modern Isan music, has become a distinctive feature that sets it apart from other music industries. Meanwhile, contemporary art is gaining more international attention, be it design, fashion, or art. Many Thai artists have been invited to participate in world-class exhibitions like Art Basel Asia, and are collaborating with international artists to showcase works that incorporate Thai influences.

3.Films and Series

The Thai film and series industry is expected to grow rapidly in 2025 and become one of the most well-received soft power export tools. Thai productions, particularly those focused on teen dramas, friendship, and drama, have consistently gained popularity abroad, not only in Southeast Asia but also in Latin America, Europe, and the Middle East. Global streaming platforms like Netflix, Viu, and iQIYI are increasingly accepting of Thai series and investing in co-productions with Thai studios. Meanwhile, some Thai actors are gaining a strong and growing international fan base.

4.Heritage tourismช

Thailand’s tourism sector has not only recovered from the economic impact of COVID-19, but heritage tourism in particular has become a key selling point for Thailand. Tourists from around the world are increasingly interested in local lifestyles, traditional festivals, local cuisine, and Thai handicrafts. The promotion of secondary cities and new tourist routes allows tourists to experience Thailand more deeply, thus spreading Thailand’s soft power to people around the world. It also helps distribute income to communities and drives the economy more effectively.

“By 2025, Thailand’s soft power has progressed significantly in various areas, including food, art, music, film, and tourism. This not only contributes to a positive image, but also plays a key role in driving the economy and strengthening international relations, creating an image of a country that is both attractive and valuable in the eyes of people around the world.”

Reference

THACCA