Time to rethink Thailand’s soft power

For years, Thailand has marketed itself to the world through golden temples, glittering beaches, street food, and warm hospitality. The “Land of Smiles” has become a global brand, but soft power is not a marketing campaign — it’s a long game of developing and nourishing values, diplomacy, and strategic diplomacy. In that game, Thailand is falling behind.

- Peerast Kamnuansilpa

American scholar Joseph Nye coined the term soft power in 1989, but the actual practices by the Thai government predate the phrase. Long before Mr Nye penned soft power, the United States was already building Peace Corps volunteer abroad, offering scholarships to students from allied nations, and investing in long-term educational development projects in partner nations. Importantly, a constellation of philanthropic and development institutions, such as Asia Foundation, Ford Foundation, Fulbright Foundation, Rockefeller Foundation, and USAID — the autonomous engine of the US Department of State (linked to Thailand’s Ministry of Foreign Affairs) — actively promoted human development, knowledge exchange, and public diplomacy. Their common objective was to enhance the well-being of citizens in partner countries.

That kind of power helped shape global norms and won goodwill, especially in Asia, where US-funded institutions, English language teaching programmes, and cultural centres became lasting symbols of American engagement. This soft power was not about export quality burgers or blockbuster movies — it was about presence, partnership, and goodwill-driven purpose.

The model proved so successful that other advanced economies followed suit. Countries like the United Kingdom, Canada, and New Zealand began investing heavily in soft power initiatives through the British Council, the Canadian Development Agency, and similar cultural efforts such as the Colombo Plan. The economic returns were impressive: studies by the British Council and Portland Communications estimate that every £1 (44 baht) invested in cultural diplomacy can yield £9 in long-term economic benefit. Soft power builds trust, in turn, drives tourism, trade, and long-term partnerships between people-to-people.