Ask a resident of Thailand what they love about their country, and you’ll hear many warm words about the beauties of the Land of Smiles. Love for Thailand unites both Thais and expats.

Often overlooked is that this love often emerges long before visitors even buy their plane tickets. Before embarking on their first trip to Phuket or Samui, most people already have an idea of what to expect – and the anticipation is always joyful.

This is what soft power is all about. Though the buzzword has entered the Thai business and political lexicon only recently, the phenomenon itself has been around for a long time.

In essence, soft power is a country’s way of achieving its aims without applying military capabilities, a soft alternative to brute force. While infantry and artillery can conquer fortresses, music and cuisine can win people’s hearts. The Land of Smiles, true to its name, excels in the latter.

At pier with Monaco and Greece

Soft power is a buzzword in Thailand nowadays, and you cannot avoid it if you read the news or at least scroll through the pictures. Just pay attention to the Prime Minister’s attire on his next overseas trip, and you will see a Thai scarf or some other Thai accessory he showcases to the world. Yet, this is just the tip of the iceberg, as Thai soft power has a long history with many important milestones, such as the release of The Beach with Leonardo DiCaprio in year 2000.

Some expats smile ironically when they hear local politicians talking about soft power. However, Thailand’s position in the Global Soft Power Index is strong.

The index is compiled by the well-respected Brand Finance company, and as of 2024, the Land of Smiles ranks 40th (44.8 points) out of 193 countries. In other words, this tropical kingdom is among the top 20% of the most attractive, most appealing nations.

The overall rating is topped by the USA (78.8 points), followed by the UK, China, Japan, Germany, and France (67.3-71.8). These are the global leaders in soft power, legitimately ranking as high as they do.

The following group is vast, and members are close to each other in terms of their total score. Thailand, with a score of 44.8 points, occupies the 40th place and is a neighbor to Greece (45.6), Iceland (45.8), Monaco (43.8), and the Czech Republic (42.3).

What makes Thailand attractive to the world?

The Global Soft Power Index is compiled based on a survey of 170,000 respondents with over 50 evaluation parameters. In the case of Thailand, there are both obvious and less obvious points of soft power.

Familiarity – 26th place. Most people in the world know not only about Thailand as a country but also about some Thai brands. Ranking 26th, the Kingdom is among the top 15% most recognized in the world.

Reputation – 37th place. Thailand enjoys a better perception than even most of the leaders, as the Kingdom has few controversies linked to its image. The net positive/negative indicator is clearly in the positive zone (31st place) and much higher than that of the USA, China, or Russia.

Influence – 40th place. The Kingdom is not considered a superpower by any means, yet most respondents from different countries find it to have strong international influence (and again, no black spots on its reputation).

The ranking also includes a list of specific perception parameters, indicating how people around the world view life in the country. A closer look at those reveals that Thailand’s overall rating is lowered by its international relations, government administration, and media ranking.

However, culture, heritage, people, and national values are highly rated. This perfectly explains why, from a human perspective, the Land of Smiles is such a great place to be.

When asked whether they would recommend Thailand as a place to live, do business, vacation, and study, most respondents worldwide say “Yes.” By this indicator, the country ranks 38th.
https://brandirectory.com/softpower

What is Thailand betting on?

Several years ago, Thailand identified five main vectors of soft power promotion, now known as the 5Fs. These are both the pride of Thailand and tools of the Kingdom’s cultural diplomacy.

Food. Cuisine is one of the cornerstones of Thai life and one of the most important factors in the country’s tourist appeal. Can anyone resist Tom Yum or Phuket lobster? We doubt it.

Film. Movies have played a huge role in making the world love Thailand. From “The Man with the Golden Gun” (James Bond Island) through “The Beach” (Maya Bay), Thailand’s most stunning locations were introduced to the world. And please do not discount the thousands of beautiful places shown in commercials and music videos—though never named, they add to the Kingdom’s promotion.

Fight. Thai boxing has always been a cornerstone of Thai culture, much more than just a sport; it is a reflection of the national spirit. Now, Phuket is a real Mecca for fighters from all over the world coming to practice Muay Thai among other sports.

Fashion. Fashion brands from Thailand are little known to the world, but there is hardly anyone who came back from their Thai vacation without a beautiful Thai accessory or garment. Thais have always praised beauty and excelled in creating all things beautiful. With government support, Phuket now has its own valued fashion brands, such as Yayee.

Festival. Festivals and holidays are another cornerstone of Thai culture. In 2023, UNESCO included Songkran on its Intangible Cultural Heritage of Humanity List. This is probably just the beginning, as an application has already been submitted to include Loy Krathong on the same list. In turn, Phuket has its unique Vegetarian Festival not yet known to the broader masses.

Stay tuned for the following stories as we delve into more detail on each aspect of Thai soft power. For now, let us conclude this article with a simple thought: despite every Thai resident having their own reasons to love Thailand, this love is what unites us all. And this love-centric nature is what makes the Kingdom so unique.

Photo by PR Patong