The government has launched an ambitious strategy to harness the nation’s ’soft power’ with the aim of generating an annual revenue of approximately 4 trillion baht within the next four years. A core component of this initiative is the creation of the Thailand Creative Content Agency (THACCA), an institution designed to foster and promote Thai creative industries on a global scale.
The government’s plan involves a comprehensive training program for 20 million individuals, targeting the enhancement of 11 distinct creative sectors. These sectors encompass a wide range of cultural and economic areas including food, sports, festivals, tourism, music, books, movies, games, arts, design, and fashion.
This initiative is set to roll out in three phases. The initial phase will last 100 days, focusing on logistical setups such as registration venues and regulatory amendments, as well as cultural events like the Winter Festival. The subsequent phase, extending through April, will launch the “One Family One Soft Power” (OFOS) project and set the groundwork for the THACCA’s establishment. This phase also includes the Water Festival and a Soft Power Forum.
The final phase, stretching until October 3, 2024, has the ambitious goal of training 1 million people and will coincide with significant cultural showcases such as film and music festivals, along with reinforcing Thailand’s cultural presence in global events.
The plan is divided into three segments: ’Headwaters,’ focusing on training initiatives; ’Midstream,’ dedicated to developing the creative industries; and ’Downstream,’ which will promote Thailand’s cultural influence worldwide. The Ministry of Foreign Affairs is tasked with global promotion, while the Ministry of Culture aims to generate significant economic value from these cultural undertakings. (NNT)