Invigorating Thailand’s Soft Power Resources

Abstract

Soft power is the power to persuade or convince others to comply with one’s (a country’s) desire by means of attraction instead of force or quid pro quo. Thailand has not been listed amongst the nations most successful in the area of soft power
ranked by world’s leading media, although the country is endowed with potential resources that are highly admired by countries around the world, such as delicious Thai cuisine and beautiful tourist destinations. This could be because the country is still unable to mobilise these resources to the extent of becoming efficient soft power. This article aims to explore Thailand’s potential soft power resources, identify problems
faced throughout years of related work experience, and offer recommendations on possible ways to effectively utilise Thailand’s soft power resources through various diplomatic mechanisms and related foreign policies.