OPINION

Time to rethink Thailand's soft power

Oped, Peerasit Kamnuansilpa, Published on 09/04/2025

» For years, Thailand has marketed itself to the world through golden temples, glittering beaches, street food, and warm hospitality. The "Land of Smiles" has become a global brand, but soft power is not a marketing campaign -- it's a long game of developing and nourishing values, trust, and strategic diplomacy. In that game, Thailand is falling behind.