BANGKOK - From muay thai to mango sticky rice, Thailand's cultural elements are being pitched by its leaders as soft power tools, but critics say this may not translate into having international influence.
"Soft power" became a buzzword in the political arena in late 2021 when Thai K-pop sensation Lisa Manobal, a member of Blackpink, released a smash-hit solo album.
Since then, politicians and policymakers have bandied the term around to laud any Thai person, product or event that has made headlines both locally and overseas.
The new Pheu Thai-led government has also moved quickly to promote its soft power policy, and the newly established National Soft Power Strategy Committee has proposed 5.1 billion baht (S$193 million) be set aside to fund initiatives in the entertainment, tourism, arts and publishing sectors.
It hopes that this drive will generate an estimated 4 trillion baht, create 20 million jobs in the country of about 70 million and raise household incomes.
On Nov 1, the soft power committee, led by deputy chairwoman Paetongtarn Shinawatra, suggested extending the annual Songkran celebrations and cultural events, usually held for three days in April, to a whole month to attract more tourists.
"We will not splash water only for three days, but for the whole month with events held nationwide," said Ms Paetongtarn, who also leads the Pheu Thai Party. The extended festival is expected to bring in 35 billion baht.
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