Minister of Foreign Affairs participates in BRICS summit held in Brazil

Thailand Turbocharges Muay Thai as a Global Soft Power Asset

Thailand is kickstarting an ambitious, multi-faceted plan to elevate Muay Thai as a formidable soft power tool. This strategy encompasses cultural diplomacy, double-down partnerships, and international showcases. Let's delve into the nitty-gritty:

Diplomatic and Cultural Expansions

Marquee Event GraabcAB: Thailand stomped its cultural footprint at the recently concluded Thai Fight Rome 2025, focusing on cross-cultural exchange and enhancing tourism through martial arts[3].
Olympic Dreams: Officials dream of making Muay Thai a celebrated cultural canon, mirroring the global adoration of judo and taekwondo, with lofty goals for potential Olympic inclusion[2][5].
BRICS Bash: Foreign Minister Maris Sangiampongsa touted Muay Thai's soft power prowess during BRICS meetings (April 29, 2025), integrating it with Thailand’s broader diplomatic agenda[5].

Institutional Teamwork

Crossover Collaboration: As the Ministry of Tourism and Sports (MoTS) markets Muay Thai globally, the Ministry of Foreign Affairs (MoFA) is entrusted with policy alignment, dedicated to promoting cultural and educational exchanges[2].
Global Training Centers: The vision includes establishing Muay Thai training hubs globally to foster cultural immersion and grassroots involvement[1][4].
foodie Fiesta: Simultaneously, efforts target Thai cuisine (e.g., Pad Thai) to boost Muay Thai's appeal, employing food diplomacy to fortify cultural identity[2][4].

Tactical Focus Areas

Global Battalion: Coaxing international participation to globalize the sport akin to Britain's football strategy[2].
Moral and Subtle Messaging: Bragging rights are secondary; soft power is depicted as "invisible wealth," putting humility and inspiration above commercialization[2][5].
Trade Boost: The Department of International Trade Promotion (DITP) vigorously markets Muay Thai as a vital export, highlighting its cultural and economic value[4].

By melding these strategies, Thailand aims to transform Muay Thai into a universal cultural practice while bolstering global alliances through shared legacy.

Meanwhile, Mathias Cormann, secretary-general of the Organisation for Economic Co-operation and Development (OECD), is slated to visit Thailand as an invited guest of the Ministry of Foreign Affairs from May 1-3. This marks his second visit since Thailand's OECD Accession Process début. He will converse with senior reps from the government and legislative branch and participate in the 7th OECD Southeast Asia Regional Forum, co-hosted by Thailand and the OECD on May 2. The event will unfurl under the theme of "The OECD and Southeast Asia: Partnership for Prosperity."

In the realm of politics and general news, Thailand highlighted Muay Thai at the BRICS meetings in 2025, integrating it with their broader diplomatic agenda.
The Ministry of Foreign Affairs in Thailand is working in partnership with the Ministry of Tourism and Sports to globally market Muay Thai, and establish training hubs worldwide as part of an initiative to transform it into a universal cultural practice by 2024.
Thailand's diplomatic and cultural expansions also involve boosting the appeal of Thai cuisine, such as Pad Thai, to fortify cultural identity and attract international participation in Muay Thai, aiming to globalize the sport much like Britain's football strategy.
Mathias Cormann, secretary-general of the Organisation for Economic Co-operation and Development, is scheduled to visit Thailand from May 1-3, discussing potential global partnerships and prosperity under the theme of "The OECD and Southeast Asia: Partnership for Prosperity."