Thai Tattoo “Sak Yant” as a Thai Soft Power

Abstract

Thai Tattoo “Sak Yant” is one of Thai’ soft power that attracting attention among foreigners. This phenomenon holds promise for enhancing Thailand’s economic value and stimulating its economy through cultural tourism. Professor Joseph Nye’s conception has been used to explain the reasons for the United States' success as a world leader. It is not only from economic and military power, but also 'attraction' power. More than 100 years, Thai tattooing has developed continuously, both styles, methods, patterns, and meanings. It has changed according to the beliefs of people in each era which encompassing their designs and associated beliefs. It has helped Thailand's tattooing become famous. However, as “Sak Yant” grows in popularity and culture media, there is a need for the government to establish systematic strategy and clear long-term goals. These strategies should address five key issues; Firstly, to create content about Thai tattoos “Sak Yant”; Secondly, to develop the art and design be beautiful and contemporary; Thirdly, to expand the target audience of the Thai tattoos; Fourthly, to create a festival to attract tourists and Finally, to manage Thai Tattoos to enhance Thailand’s global appeal.