Thailand’s Creative Sector Reform to Boost Global Economy

Thailand creative industry requires a comprehensive reform that will support economic growth both domestically and internationally, which is emphasized by soft power development subcommitteeThe government has recognised the creative sector as a key driver of economic growth and international recognition, leveraging Thailand’s soft power.

The 5F approach, encompassing Thai food, film and video, textile and fashion design, martial arts and traditional festivals, has been promoted in recent years to boost cultural exports, strengthen the economy and create jobs in the creative industry. Despite these efforts, achieving the desired results has proven more difficult than expected.

The chairman of the national subcommittee on the development of soft power for television and film, Chalermchatri Yukol, stressed that the sluggish economies of Asia and Thailand have significantly affected the production of media content and export markets in Thailand. The economic crisis has put pressure on Thai television companies, prompting some to downsize or completely cease operations.

In May, Voice TV Co Ltd ceased broadcasting, resulting in the layoff of more than 100 employees. However, the Thai film industry remains resilient in terms of revenue and quality, partly due to Thailand’s growing presence in the global film industry before the economic slowdown, Chalermchatri said.

“The market for Thai TV dramas has shrunk significantly, which could pose a huge challenge to the government’s soft power policies.”

He noted that the industry faces lower prices for broadcast distribution rights compared to other countries. Buyers from Southeast Asia, typically with lower purchasing power, contribute to relatively low returns from overseas markets.

Thai TV series

Chalermchatri added that the revenue from selling broadcasting rights for Thai TV dramas is around US$5,000-25,000 per episode, which is ten times less than the license price of a South Korean TV drama.

Thai film producer, director and comedian Phetthai Vongkumlao noted that despite the abundance of talent and experienced film studios in Thailand, state censorship limits the industry’s potential.

“If we have more freedom to speak, we can tell a lot more stories and the content we create will reach more people.

The Ministry of Culture revised regulations under the Film and Video Act 2008 last year, with the aim of transferring censorship powers from the government to producers. The move aims to reduce state control and promote self-regulation in the film and games industries, focusing on protecting younger audiences and ensuring content is age-appropriate.

Chalermchatri, also a film and television director, stressed the importance of research and development (R&D) and innovation in the Thai film and television industry. He urged stakeholders to examine market demand, purchasing power and regulations in each country to drive growth in the overseas market. He cited successful case studies from South Korea, noting that Thailand needs to find its own unique path rather than replicate others.

“Thailand can learn from successful case studies in other countries, such as South Korea. But we must remember that we cannot replicate what others have achieved in Thailand,” Chalermchatri said.

Chalermchatri identified China, India, South Korea and Japan as the leading Asian giants in the field of cultural exports, noting that Thailand’s competitors include Taiwan, Russia, Australia and Indonesia.

Soft power television program

The government has previously initiated a soft power TV program, using government channels such as the National Broadcasting Services of Thailand (NBT) to showcase more content related to Thailand’s soft power. Minister Jiraporn Sindhuprai of the Prime Minister’s Office said the government has explored models such as South Korea’s Arirang TV, which promotes the country’s culture to a global audience.

More details about the programs will be released to media on July 11, Jiraporn said, referring to the soft power TV initiative that will showcase content related to Thai cuisine, travel and music.

Chalermchatri commented that effective communication strategies and goals are essential for the government’s soft power TV initiative. He also stressed that streaming platforms should naturally promote Thai content worldwide without enforcement, as soft power is based on audience choice.

To attract a global audience, Chalermchatri suggested that the government support the private sector in promoting Thailand’s soft power and creative economy by showcasing locally produced films at international film festivals. He also recommended developing professional negotiators to facilitate global sales of Thai films and encourage participation in world-class film or television festivals, the Bangkok Post reported.

Government support mechanisms, such as offering cash rebates to attract foreign film investment, funding cultural products with potential, and creating spaces to promote cultural products, are key to sustaining the creative industry. Chalermchatri emphasized that a coordinated approach involving the Thai education system, businesses, government, and individual creators is essential to promoting the soft power industry.

“The potential for Thailand’s creative industries to become a growth engine that accelerates the country’s global position is significant. The government must strategically increase the supply and stability of local talent, encourage the development of local intellectual property, and foster a robust creative ecosystem to achieve this goal.”

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