Moo Deng, an adorable baby hippo, symbolizes Thailand’s aim to enhance its cultural representation as part of its soft power strategy.
The term, originally defined by economist Joseph Nye, contrasts with hard power; Thailand now seeks to promote its own cultural assets to attract tourists and investments.
Since the Pheu Thai party gained power, a National Soft Power Strategy Committee was formed, outlining initiatives across various sectors, including food, music, and sports.
Despite a broad strategy, criticism arises regarding its execution, with some experts calling for a more comprehensive approach that includes politics and values.
As Thailand's economy struggles post-COVID-19, the impact of this cultural investment on economic growth will be crucial for assessing success.