Former Thai Prime Minister Thaksin Shinawatra outlined a new direction for Thailand’s creative economy at the Splash – Soft Power Forum 2025, held at the Queen Sirikit National Convention Center, titled “Crafting the Future: From OTOP to ThaiWORKS and Beyond.”
The forum, moderated by Dr. Surapong Suebwonglee, Chairman of the National Soft Power Development Committee of Thailand, attracted notable attendees including Prime Minister and Minister of Culture Paetongtarn Shinawatra, her spouse Pitaka Suksawat, and Pintongta Shinawatra Kunakornwong.
Addressing the challenges facing the Thai economy, Thaksin pointed out that the current landscape is characterized by numerous and persistent problems that make recovery more complex than in previous eras. Despite these difficulties, he maintained that reform is both necessary and achievable.
He argued that economic improvement would pave the way for initiatives such as ThaiWORKS—an updated version of the successful OTOP program—to gain traction and provide fresh income opportunities for the next generation.
Thaksin discussed the importance of the Ministry of Interior and its Community Development Department in implementing policy across the country. By coordinating closely with provincial governors and local leaders, the ministry can play a pivotal role in bringing national policies directly to the public, helping to maximize impact at the local level.
On the topic of technology, Thaksin warned of the rapid progress in artificial intelligence, expressing concern that Thai society may struggle to adapt. Despite this, he suggested that technology, even if not at the cutting edge, can be harnessed to gradually strengthen Thailand’s creative industries.
He emphasized that building on the nation’s unique cultural foundation and accelerating efforts to promote Thai products internationally can support SMEs, especially those facing intense competition from lower-cost Chinese goods. However, any significant push will depend on the resumption of the prime minister to her position.
The former PM also touched on the Thai film industry, noting that the Ministry of Culture could open shortcut channels into international markets by partnering with foreign ministries to facilitate movie exchanges.
He highlighted growing demand for Thai content abroad, as foreign studios are increasingly adapting Thai novels and scripts. With enhanced quality, wider market access, and support from financial institutions, he believes the Thai film sector could grow substantially, especially in markets like China and India.
Following these, Thaksin concluded that soft power represents a powerful tool for national revenue generation, potentially surpassing the traditional emphasis on hard power.
He sees creative talent and rich culture as key Thai strengths that, if combined with greater collaboration and a spirit free of rivalry, can drive soft power across various industries, while also expressing his confidence that regardless of advances in technology, soft power will remain an essential force in the country’s economic future.
