OPINION

Soft power sells best when not force-fed

Arusa Pisuthipan, Published on 07/08/2023

» South Korea knows how to sell its products. Apart from K-entertainment, the country has also popularised K-merchandise through pop culture. From fried chicken and ramyeon cup noodles to egg drop sandwiches and soju, instant coffee and dietary supplements, we have seen countless products from South Korea in series and movies successfully create a huge customer base in Thailand.