Thai soft power advocated at two London locations by Paetongtarn
The Thai government is embarking on a strategic initiative to promote Thai soft power in Europe, with a focus on leveraging Muay Thai and Thai cuisine as cultural diplomacy tools. This approach forms part of a broader strategy to showcase Thailand's unique cultural heritage and boost economic opportunities.
Prime Minister Paetongtarn Shinawatra recently visited the UK, a key part of this strategy. On Wednesday morning, she visited Fight City Gym in Moorgate, London, marking the beginning of her visit, which is scheduled from May 21-25.
Muay Thai, a distinctly Thai sport with a strong brand identity and a global following, is at the forefront of this initiative. The government is increasing its expenditure to promote Muay Thai as a national sport and cultural legacy, aiming to draw tourists and build a global reputation. This involves supporting Muay Thai events and projects that highlight it as a unique cultural asset overseas.
Moreover, the government has assigned the Sports Authority of Thailand (SAT) and the Muay Thai soft power subcommittee to accelerate the development of a more efficient management system for Muay Thai. The government also plans to facilitate visa and work permit processes for Muay Thai instructors, encouraging the establishment of Muay Thai gyms overseas. In London alone, there are over 50 such gyms.
The government is also supporting the creative industries through the Thailand Creative Culture Agency (THACCA), which promotes sectors such as film, food, art, and wellness. This indirectly supports Thai products and cultural export. Collaborative efforts between the government and private sectors are also focusing on grassroots economic development, harnessing soft power to expand opportunities for Thai businesses, including exports to Europe.
The Tourism Authority of Thailand (TAT) is adopting a strategy that emphasizes Thailand’s authentic cultural experiences and sustainable tourism, fostering interest in Thai culture and products. Major cultural and sports events, including those linked to Muay Thai, are positioned to attract international visitors and highlight Thai heritage abroad.
Paetongtarn also emphasized the potential of Chanthaburi province for adding value to surplus fruit, generating year-round income for Thai farmers. She highlighted the high potential of Thai processed fruits, particularly dried fruits, for foreign markets.
In addition, the government is supporting the establishment of Muay Thai gyms overseas and is devising several key measures to expand opportunities for Muay Thai, including developing a Muay Thai curriculum that meets international standards.
The government's strategy to promote Thai soft power extends to Europe. In the UK, the annual import value of Thai goods by Wing Yip Superstore, one of the UK's largest Asian retail chains, is approximately 500 million baht. Wing Yip Superstore stocks over 4,500 Asian products, including more than 1,000 from Thailand.
Later in the afternoon of her visit, Paetongtarn attended an event at Wing Yip Superstore in Cricklewood. The government's visit to the UK is part of a strategy to promote Thai market expansion. The government aims to create economic opportunities and national pride through the promotion of Thai soft power.
Sources:
- The Nation
- Bangkok Post
- Thai PBS World
- TAT News
- The Straits Times
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