Speaking at the opening of the 2nd SPLASH Software Power Forum in 2025, held at the Queen Sirikit National Convention Center in Bangkok on July 8, Ms. Paetongtarn affirmed: Creative culture is a form of soft power that is being used worldwide. Nowadays, consumers no longer just buy products or services, but an experience created from those things.
According to her, the development of soft power must go hand in hand with the ability to convey national identity through products and services with a strong cultural imprint.
We have a rich culture. When you buy something, people want to see a reflection of us, of our country, in that product, she said.
She also emphasized the importance of local factors in the current context of globalization: Local policies can create value. This is important for the international community. And more importantly, we now have many social media tools to convey that to the world.
In the post-pandemic period, Ms. Paetongtarn said that Thailand has strengthened its foundation of domestic industries and is aiming to connect with the world. Thailand's top five pillars of soft power today include Thai cuisine, Thai Muay Thai, jewelry, healthcare and cinema.
One of the new initiatives is the Thai Cuisina culinary industry platform, connecting suppliers, supply chains, supermarkets and buyers from all over the world. The platform also includes professional culinary training programs.
Ms. Paetongtarn also mentioned the policy of up to 30% refunds for international film crews and TV shows produced in Thailand - as part of the strategy to attract investment in the film industry.
Regarding the global context, she said: The world is changing rapidly. There are many factors that we cannot predict. According to her, the emergence of transformation technologies is changing all fields. She emphasized that in a world of constantly changing, adaptability is the most sustainable solution.
On July 1, Ms. Paetongtarn Shinawatra was suspended from the position of Thai Prime Minister by the Constitutional Court after a leak in a recording of a call between her and President of the Cambodian Senate Hun Sen. Ms. Paetongtarn was elected Prime Minister of Thailand in August 2024.
Despite her suspension from the prime minister, Ms. Paetongtarn remains in the cabinet because at her new cabinet approval ceremony on June 30, she was given a dual role as the culture minister. On July 3, Ms. Paetongtarn Shinawatra was sworn in as Minister of Culture and began her first working day in her new position on July 4.
