Editor’s Note:
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Asia’s growing soft power, prominently demonstrated by Japan and South Korea through cultural exports like anime and K-pop, has heightened global interest in the region and increased competition for tourists within it.
In Southeast Asia, while Thailand has traditionally been the favored travel destination, neighboring countries have made significant strides by investing in infrastructure, implementing flexible visa policies, and boosting aviation access. Recently, Malaysia has surpassed Thailand as the region’s most visited country. To regain its momentum, Thailand is reintroducing itself to the world, capitalizing on its soft power advantages.
Thailand’s “T-wave,” which describes its soft power influence, has evolved over time. Initially defined by its cuisine, the concept has expanded in 2023 under former Prime Minister Srettha Thavisin, who established the National Soft Power Strategy Committee (NSPSC) to focus on 13 key areas, including food, festivals, music, film, fashion, and tourism.
The Thai government has since supported initiatives within its film industry, offering cash rebates for production expenses and attracting high-budget projects like HBO’s “The White Lotus” and Universal Pictures’ “Jurassic World: Rebirth,” which utilized the country’s stunning landscapes.
The impact was swift, with “The White Lotus” filmed in Koh Samui leading to an 88% increase in online searches and a 300% rise in tourism to the island. Steve Johnson from the Tourism Authority of Thailand’s New York branch notes the significant influence of entertainment media on Thailand’s tourist narrative.
Prominent Thai cultural figure Lalisa Manobal (LISA) made her acting debut in season three of “The White Lotus” but already had a substantial global following from her time with the girl group BLACKPINK. Her solo release “SaWaDiKa,” named after the Thai greeting, garnered over 100 million views on YouTube within two days of its launch in September.
According to Dr. Daniele Carminati from Mahidol University, LISA exemplifies how cultural figures can promote a country’s image internationally. Her music video showcases familiar Thai cultural symbols, such as Muay Thai and tuk-tuks, and makes them accessible to a global audience.
As Thailand’s culture becomes more accessible through global dramas and music, experienced travelers are increasingly attracted to its wellness offerings. Johnson emphasizes Thailand’s status as a competitive advantage in the region, highlighting its position as the seventh-fastest growing wellness market in the $6.8 trillion wellness economy.
With various wellness options available, from detox retreats to herbalist practices, Thailand aims to position itself as a global wellness hub. As Prime Minister Paetongtarn Shinawatra stated, they offer not just treatments but holistic experiences.
The core question remains whether cultural appeal can translate into long-term economic benefits. While the T-wave is modeled after South Korea’s K-wave, it is yet uncertain if Thailand can replicate Korea’s economic success.
William J. Jones, a lecturer at MUIC, believes in Thailand’s potential, citing its welcoming society and economy. However, he cautions that sustainability requires broader economic development and effective policy execution. Thailand aspires to be a digital, AI, and aviation hub, yet many neighboring countries share similar ambitions. Ultimately, the differentiating factor may be in implementation.
Despite these technological ambitions, Thailand’s unique cultural experiences are its strongest draw. Transforming this appeal into lasting economic benefit will depend on the country’s ability to enhance and build upon what already attracts visitors. As Jones notes, Thailand’s enduring strength lies in “its culture, its food, its landscape.”
Images:
- A beach scene from HBO’s “The White Lotus.”
- LISA performing during New Year’s Eve celebrations in Bangkok.
- Travelers seeking wellness at a forest spa on Koh Samui.
