Diplomat participates in BRICS summit in Brazil
Thailand Amps Up Soft Power with Muay Thai
Thailand is gunning for global partnerships and boosting Muay Thai as a strategic soft power tool, according to Foreign Affairs Minister Maris Sangiampongsa, following his attendance at a Brics meeting in Brazil.
Eager to soak up the sun, meet new folk, and forge economic opportunities, Thailand's sights are set on three mega-popular tourist destinations among Thai tourists – China, India, and Russia, all in the Brics club. The Brics partnership session in Rio de Janeiro saw Maris rubbing shoulders with fellow foreign ministers, including his Brazilian counterpart, Mauro Vieira.
Thailand's ready to dial up bilateral cooperation with Brazil across numerous fields, such as food security, public health, agriculture, and green energy. Striking up a partnership, Maris stated, would be a mighty fine move for Thailand, offering it the chance to contribute and bolster fellow developing nations.
Step into the Brics family, where the mix includes Egypt, Ethiopia, Indonesia, Iran, Saudi Arabia, South Africa, and the United Arab Emirates. Sounds like a swanky soiree!
Paralleling the Brics meeting, the minister attended the Muay Thai Master Class opening ceremony in Rio de Janeiro. This shindig was a collaborative effort, involving Thailand's subcommittee on sports industry promotion, the Sports Authority of Thailand (SAT), the Thai Embassy in Brazilia, and the Brazilian Muay Thai Confederation.
The event saw renowned fighters embracing novices, sharing their skills, with over 300 participants prepped to learn and dazzle us all with their newfound prowess. Muay Thai, the minister highlighted, is one of Thailand's heaviest hitters when it comes to soft power. Spreading the word, and making bank, the government fully commits to backing it up.
All eyes on the OECD: Matthew Cormann, secretary-general, is set to pay Thailand a visit from May 1-3. This'll be the second time Matthew's jetted in since the Thai OECD Accession Process kicked off. He's due for chats with high-ranking officials and a folksy chat at the 7th OECD Southeast Asia Regional Forum. Theme? Partnership for Prosperity, and Thailand's intent on tightening the screws between itself and OECD.
The OECD Southeast Asia Regional Forum is a platform for jaw-jaw under the OECD Southeast Asia Regional Programme (SEARP), which Thailand co-founded in 2014. This'll be the third time Thailand's hosted the event, aiming to show off its successful engagement with the OECD and nurture relationships with Southeast Asia.
Thailand embarked on its accession process to the OECD in 2024, with a keen eye on increasing competitiveness and folks' incomes.
Turning up the heat, Thailand's strategic partnerships, cultural diplomacy, and sports events around Muay Thai aim to strengthen international ties, promote an enticing cultural narrative, and boost tourism and economic growth. Thailand Fight Rome 2025 exemplifies how Thailand uses Muay Thai to lure European sports tourists, with events like these driving revenue from international visitors[1]. By embracing Muay Thai and other cultural assets, Thailand aspires to capture global attention, focusing on its distinctive cultural heritage and hospitality[2].
- Thailand, with its strategic partnership with Brazil ready for 2024, is preparing to enhance bilateral cooperation in various sectors, including sports like Muay Thai, as a means to boost its soft power and attract tourists from Brazil.
- As Thailand gears up for the Brics partnership in 2024, the country is also aligning itself with the OECD, with OECD Secretary-General Matthew Cormann scheduled to visit Thailand in May 2023, to discuss partnerships for prosperity and Thailand's accession process.
- Amidst the Brics partnership meetings, the minister of Thailand highlighted Muay Thai as a significant tool for soft power, attending the Muay Thai Master Class opening ceremony in Rio de Janeiro, showcasing the sport's potential to attract tourists and generate revenue in the sports and tourism sector.
- Actively participating in international events such as the Brics partnerships, OECD meetings, and Muay Thai Master Classes, Thailand aims to solidify its global position, utilizing its cultural heritage and hospitality through sports diplomacy and strategic partnerships.
