An Analysis of Soft Power Promotion Policy for Driving Thailand’s Creative Economy

Abstract

               This study Thailand’s Soft Power policy with three objectives: to analyze its formulation and implementation, to identify key challenges, and to propose improvement strategies. Employing a qualitative design, data were gathered from official documents, academic literature, and in-depth interviews with 15 purposively selected informants. Content analysis and analytic induction were applied to derive findings, interpreted through policy formulation and implementation frameworks.
               The results reveal that the policy emerged from four interconnected drivers: (1) problem-related factors—economic downturn and technological shifts in production; (2) political factors—free trade competition and the pursuit of competitive trade advantages; (3) policy factors—global competition in Soft Power industries generating substantial revenue, and the Pheu Thai Party’s “creative economy” platform; and (4) technological factors—digital advancements facilitating marketing, business operations, and financial transactions. Implementation is spearheaded by the Thailand Creative Content Agency (THACCA), targeting five domains: Food, Festival, Flight, Film, and Fashion.
               Key constraints include unclear operational guidelines, limited capacity of frontline government agencies, lack of a systematic evaluation framework, and insufficient community engagement. The study recommends clarifying policy goals and procedures, strengthening institutional capacity, establishing robust evaluation mechanisms, and enhancing local participation to ensure more inclusive and sustainable Soft Power development.