BANGKOK, Thailand – CNN recently published an article titled “Thailand’s Soft Power Play: Culture as Global Currency,” exploring the growing influence of “T-Wave,” or Thailand’s cultural capital, on the global stage. Let’s take a look at five forms of cultural capital highlighted in the article.
- Thai Filming Locations
International productions such as The White Lotus and Jurassic World: Rebirth have chosen Thailand as their backdrop. It’s not just Thailand’s beautiful tropical scenery that attracts international film crews. Government support for the film industry, including cash rebates, also plays an important role. Moreover, international productions filmed in Thailand can help boost tourism by showcasing the country’s destinations to global audiences.
- Thai Entertainment
When it comes to Thai entertainment, LISA, or Lalisa Manobal, is frequently mentioned as a global music megastar. Her solo single “SaWaDiKa” not only gained global attention but also brought elements of Thai culture, including Muay Thai, traditional Thai dress, and tuk-tuks, to international audiences through global pop culture.
- Thai Wellness
Thailand’s wellness industry is another national strength. Beyond traditional Thai massage, the country offers a wide range of wellness experiences, including hot springs, detox retreats, and herbal treatments. These wellness experiences can be found across Thailand, from the north to the south.
- Thai Openness
Another strength of Thailand is its openness — an open society, an open economy, and welcoming people. These qualities help make Thailand an attractive destination for both international tourists and businesses.
- Thai Culture
While Thailand is strengthening its position as a hub for technology and tourism, one of its most distinctive assets is its culture. Unlike something that can simply be developed or engineered, Thai culture is something visitors can experience firsthand when they arrive in the country.
And the momentum continues. Thailand will also host CNN’s Global Perspectives on 14 October 2026, bringing together international leaders and experts to discuss the future of global leadership across trade, finance, technology, luxury, culture, and sustainability. It’s another opportunity for Thailand to connect with the world and showcase its growing global influence. (PRD)
