To the Thai government, Moo Deng is more than just an individual; she represents a cultural ambassador and embodies the nation’s initiative to enhance its “soft power.”
American political scientist Joseph Nye coined the term soft power during the Cold War, defining it as a nation’s ability to influence others to desire what it wants without resorting to force, unlike the coercive “hard power” of demanding compliance.
However, since the Pheu Thai party assumed power in August 2023, Thailand has redefined soft power as encouraging others to want what it possesses, focusing on its cultural prominence to attract tourism and foreign investment.
Moo Deng is not alone. Lisa, the Thai singer and member of the K-pop group Blackpink, has also been recognized for her contributions to Thailand’s “soft power.”
While Thailand’s cultural influence has been growing for years, and previous governments promoted “soft power,” the current administration significantly intensified the effort when Prime Minister Srettha Thavisin, shortly after his election, established the National Soft Power Strategy Committee (NSPSC). This committee outlined 11 key areas: food, gaming, festivals, music, film, literature, arts, design, sports, fashion, and tourism.
Since then, Thailand has actively supported and promoted Thai-made films and television shows (including its own productions and international collaborations such as the upcoming season of and the next installment of the franchise), among other initiatives—all aimed at boosting its “soft power.”
2024 proved to be a year of significant progress in enhancing Thailand’s global image through “soft power,” and this strategy shows no signs of slowing down. When Srettha was removed from office by the Constitutional Court in August 2024, his successor, Paetongtarn Shinawatra, who was the NSPSC’s deputy chair, continued the soft-power push. It was a core element of her inaugural address in September, and in October, she highlighted soft power as one of the country’s key priorities for the next decade.
Although the private sector has embraced and participated in these initiatives, some academics and observers have voiced criticism regarding its scope.
“The government’s strong focus on soft power initiatives that primarily benefit tourism, trade, and investment is too limited,” stated Assistant Professor Peera Charoenvattananukul from Thammasat University’s political science faculty, in a recent article in the Singapore-based . “Promoting local and cultural assets alone is insufficient to gain significant influence and credibility on the geopolitical stage,” added Prof Peera, who specializes in foreign policy.”
Despite its self-proclaimed achievements, Thailand’s position on the 2024 Brand Finance Nation Brands ranking remained modest at 40th out of 193 U.N. member states. However, it received high scores in “business and trade” and “culture and heritage” subcategories.
Kitti Prasirtsuk, a professor of international relations at Thammasat, advocates for a more “holistic approach to soft power,” extending beyond culture and tourism and acknowledging the time required for such shifts. “A nation’s image hinges on its overall reputation in politics, economy, foreign policy, values, and domestic systems and institutions,” Kitti told TIME. In his work, Nye, the originator of the term, stated: “Seduction is always more effective than coercion, and many values like democracy, human rights, and individual opportunities are deeply seductive.” In these areas, Thailand, while recovering from its years of political turmoil, still faces challenges.
However, Prime Minister Paetongtarn appears less concerned with the precise definition of “soft power” than with its potential economic benefits. “The definition isn’t crucial; the government aims to achieve broader goals by promoting industries, boosting soft power, and strengthening the economy,” she stated. This economic boost is certainly needed: Thailand’s GDP growth lags behind that of neighboring Indonesia, the Philippines, and Vietnam, and the tourism-dependent economy is still recovering from the impact of COVID-19.
Ultimately, Thammasat’s Peera told TIME, the success of Thailand’s pursuit of cultural influence will be determined by its impact on the Thai people’s economic well-being: “The government’s understanding of soft power may differ from Joseph Nye’s definition,” he noted, “but … if it improves the economy, who cares?”
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