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The Thai government under Prime Minister Srettha Thavisin is working to enhance the country's soft power and reinvigorate a stagnant economy, with a particular focus on tourism and consumption.
Thailand’s soft power splash
By William Jones and Daniele Carminati
The Thai government under Prime Minister Srettha Thavisin is working to enhance the country's soft power and reinvigorate a stagnant economy, with a particular focus on tourism and consumption. While initiatives like an extended Songkran Water Festival may deliver benefits in the short-term, Thailand’s prolonged political instability and questionable governance will continue to hamper the country’s long-term soft power projection.
The Thai government under Prime Minister Srettha Thavisin has made soft power — the ability to influence others through attraction rather than coercion — a cornerstone of its economic agenda. To help kickstart a stagnant Thai economy, the government is focusing on the economic aspects of soft power to bolster tourism and consumption within the Kingdom.
As of 2024, Thailand has lost its status as a major player in ASEAN and its international image has been severely damaged due to 17 years of political instability and coups. The issue at hand is how Thailand can regain its influence and status.
The ‘5 Fs’ policy — formulated by the previous government in 2022 — outlined food, films, fashion, fighting and festivals as areas for Thai soft power accumulation and possible projection. The 2024 Thai government is broadening the scope of the plan through the National Soft Power Strategy Committee.
The committee has drafted some ‘odd’ initiatives — such as ‘One Family One Soft Power’ — with the hope of generating 20 million jobs, as well as fresh ideas such as celebrating Songkran for an entire month.
The Thai Ministry of Foreign Affairs was central in raising the global status of Muay Thai, making Thai culture a known entity and getting Muay Thai listed as an Olympic sport. While Thailand has lots to offer and a wealth of talent to draw upon, the continued effectiveness of these strategies in enhancing its image and broadening its influence is an open question.
The fifth iteration of the Global Soft Power Index — released in 2024 — could shed some light on what works for a successful soft power push. The index shows that Thailand’s ranking has been relatively stable around the 40th spot, while also acknowledging that more countries have been added in the past few years.
Thailand scored 6.8 out of 10 in familiarity, 6.3 in reputation and 4.2 in influence. The latter is not great, but it is in line with comparable countries, especially considering Thailand’s long period of political instability.
Yet, when investigating more specific subcategories, it is evident that Thailand performs better in business and trade, as well as culture and heritage. Recognition of its people and values is above average and its media and communication capabilities are acceptable, but it fails to deliver when it comes to governance and education and science. It should be noted that the index merges objective metrics, such as scientific publications and standardised test results, with subjective perceptions obtained through global surveys.
As the Thai government attempts to implement various strategies to improve the country’s image and reputation abroad, it should think carefully about relying on overtly government-sponsored initiatives, as the index clearly shows governance as one of its weakest points.
It is widely acknowledged that ‘most of a country’s soft power comes from its civil society rather than from its government’. Even in South Korea, where the role of the government in promoting soft power has been recognised, the country’s success is largely attributed to its subtle support in the background while it let the private sector and people’s creativity take the lead.
The government should be seen as an enabler of public diplomacy and nation-branding strategies. Yet, a constant stream of claims in the media about how they plan to gain more soft power, may not result in a self-fulfilling prophecy, especially when the term is misused and diluted in a variety of ways.
It is laudable that the government is seeking help and has agreed to cooperate with South Korea in soft power. Regardless of the chosen strategy, it should be discussed internally and executed discreetly rather than talked about incessantly.
Another challenge for Srettha’s soft power strategy is whether Thailand will gain more soft power and overall legitimacy amid restricted freedom of speech and the forthcoming judicialisation of politics against the popular Move Forward Party.
Thailand has the potential to attract foreign audiences in a variety of ways. Yet, doubts linger regarding the effectiveness of relentlessly pursuing this form of power through half-baked initiatives, when resources could be better distributed towards weaker categories that would allow Thailand to punch above its weight.
The government unveiled its short-term soft power play by announcing the Maha Songkran Water Festival 2024. This government-directed activity will extend Thailand’s Songkran water festival for the entire month of April, with each of Thailand’s 77 provinces organising Songkran festivals and activities according to the local culture.
Over five billion Baht has been allocated to take Songkran ‘global’ in terms of recognition. This initiative, while smelling of massive cultural appropriation, shows that Thailand is drawing on its indigenous strengths — people, culture and smiles — to reimagine Thailand in the post-junta era.
In the short term, we should be able to see if a month of water-splashing for future Songkran celebrations will be well-received by the people and the media alike. But it will take more forward-thinking strategies to address the ingrained shortcomings of Thailand’s soft power, such as governance.
William J Jones is Assistant Professor and Chair of the Social Science Division at Mahidol University International College.
Daniele Carminati is a Lecturer at Mahidol University International College.
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Thais offer to broker Myanmar peace
By Bangkok Post
Thailand is ready to broker peace talks between Myanmar's military government and resistance fighters amid an increase in fighting in the key Myanmar trading town of Myawaddy opposite Tak's Mae Sot over the weekend.
Dr Prommin Lertsuridej, secretary-general to the prime minister, said on Monday the Thai government's stance on the Myanmar conflict is to advocate for a peaceful resolution and provide humanitarian aid.
"Thailand's role is to do all it can to help resolve the conflict in the neighbouring country, and such a role is also expected by the international community," he said when asked about the possibility of Prime Minister Srettha Thavisin playing the role of the mediator.
Asked if Myanmar's government or ethnic minority rebels have signalled they will take part in negotiations, Dr Prommin said no direct demand has been made, but he noted that the Foreign Affairs Ministry is expected to work on achieving a peaceful resolution.
According to Dr Prommin, Deputy Prime Minister and Foreign Affairs Minister Parnpree Bahiddha-Nukara will inspect the border situation on behalf of the prime minister following the establishment of a government committee focused on the situation that Mr Parnpree chairs. Committee members are said to include senior government officials, including permanent secretaries from the Defence Ministry, the Foreign Affairs Ministry, and the Interior Ministry.
Dr Prommin said the government is prepared to cope with an influx of refugees fleeing the fighting in Myanmar, adding procedures are in place and will be modified as the evolving situation demands. He also echoed the government's warning that any spillover of the conflict is unacceptable.
Mr Parnpree said on Monday the committee will meet on Tuesday before the weekly cabinet meeting, and he will inspect the situation in Tak's Mae Sot district in the afternoon.
He said there is no need to open more temporary shelters for the refugees, as the current plan effectively handles the situation.
About 3,000 people fled Myawaddy to Mae Sot over the weekend to escape the escalating conflict. About 2,000 of that number returned to Myawaddy on Monday.
The command centre in Tak said two temporary shelters have been opened in Mae Sot and one in Umphang district. As of noon on Monday, the number of refugees in Mae Sot stood at 1,142 and 77 in Umphang district of Tak.
Public Health Minister Cholnan Srikaew, who visited Mae Sot Hospital on Monday, said six hospitals in Tak are prepared to deal with emergency situations following the escalation of the conflict.
He said Mae Sot Hospital activated an emergency response after 22 people were rushed there on Saturday night.
Dr Cholnan said that a total of 41 injured people needed surgery, and they would be placed under the care of security agencies upon being discharged.
Myanmar forces sent aircraft to bomb several locations seized by resistance fighters, including the 275th battalion, which is about 3km from the border, late on Sunday night.
Rebel forces have reportedly set fire to several office buildings and seized the immigration and customs buildings at the 1st and 2nd Thai-Myanmar Friendship bridges. The checkpoints were closed on Monday by rebel forces.
A security source said on Monday the change of alliance by the Border Guard Force (BGF) under Col Saw Chit Thu, which was initially aligned with the junta, is causing alarm among Myanmar's military.
The BGF, which transformed itself into the Karen National Army (KNA), has 7,000 fighters, and among its weapons include anti-tank rockets and drones. It has reportedly asked resistance groups to fight for an autonomous Karen state.
Meanwhile, the House committee on military affairs said it would invite agencies concerned to explain measures being carried out to assist Thais affected by the fighting.
In its weekly update on international issues around Thailand in the past week, the Foreign Affairs Ministry said Thailand was considering whether to offer more humanitarian aid to Myanmar citizens.
Ministry spokesman Nikorndej Balankura said Thailand has attached importance to providing humanitarian aid to Myanmar citizens affected by the fighting. The government will also look at ways to increase humanitarian assistance by coordinating with international organisations and civil organisations that work along the border during the ongoing crisis.
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Thailand proposes ‘ASEAN Troika’ for Myanmar peace plan
By Khmer Times, Phnom Penh
BANGKOK – Thailand has proposed having three or more ASEAN member countries work in unison to engage with Myanmar’s military junta to ease the crisis and bring about peace in the conflict-torn nation while remaining firm on its stance on humanitarian assistance and promoting peace.
Foreign Affairs Ministry spoksman Nikorndej Balankura, said on Wednesday Thailand has coordinated via Laos, which is the current ASEAN, chair to hold what it calls ASEAN “Troika” and “Troika plus” meetings to restore peace in Myanmar.
The ASEAN Troika is a community body made up of foreign ministers of the previous, present and future chair countries of the bloc [Indonesia, Laos and Malaysia, respectively]. The “plus” refers to other ASEAN members who are interested in facilitating peace or are concerned about the crisis.
Nikorndej said it is likely the proposed meetings will be held in Thailand and reiterated the country’s readiness to broker negotiations between Myanmar’s junta and resistance groups.
He said the ongoing conflict is not between Thailand and Myanmar and the country’s stance on this crisis is clear that the Thai government will provide humanitarian assistance to all groups affected by the fighting on the principles of national security, international relations and human rights.
He stressed that the conflict affects every country, not just Thailand, which shares a border with Myanmar.
According to Nikorndej, given the fact that most of the refugees have returned to Myanmar, the situation is assessed as not being highly critical, and the effects on Thailand remain limited and mostly affect border trade, which is expected to be temporary.
The government committee in charge of the situation along the Thai-Myanmar border, chaired by Deputy Prime Minister and Foreign Minister Parnpree Bahiddha-Nukara, is considering setting up sub-committees with the National Security Council (NSC) to make the appointments.
On Parnpree’s visit to Tak’s Mae Sot district on Tuesday afternoon, he said there has been no fighting at the 2nd Thailand-Myanmar Friendship bridge since Sunday and most of the refugees who fled the fighting over the weekend have already returned.
Meanwhile, The Myanmar junta’s home minister has left for China for security talks with Beijing’s minister for public security, state media said Thursday.
Lieutenant-General Yar Pyae left for China on Wednesday for a “working visit to discuss law enforcement and security cooperation from 24 to 29 April” at the invitation of Wang Xiaohong, according to the Global New Light of Myanmar.
It did not give further details but ties between the junta and Beijing, a major ally and arms supplier, have frayed in recent months over the mushrooming of online scam compounds in Myanmar’s borderlands.
China repeatedly told Myanmar’s military to crack down on the industry concentrated in northern Shan state, which analysts say is worth billions of dollars a year.
But a United States Institute of Peace report said this week that the “vast majority” of the syndicates have shifted to Karen State on the Thai border, where they are hosted by local militia groups.
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