Bangkok, Thailand — The Thai government is set to enhance its economic influence in China and Hong Kong by promoting its “soft powers,” including foods, fruits, fashion, films, and fairs. The Department of International Trade Promotion (DITP) announced a series of activities and promotions aimed at increasing export value and market presence during the second half of this year.
DITP Director-General Phusit Ratanakul Seriroengrit highlighted the focus on organizing events and promotions across various sectors. Thai food festivals, featuring products with the Thai SELECT certification, will be held both on-site and via social media in China and Hong Kong. These events will coincide with major festivals in cities like Qingdao and Shanghai, leveraging platforms such as Little Red Book, Weibo, and Dianping to maximize reach.
In the complex web of international trade, leveraging cultural assets as “soft power” can significantly enhance a nation’s influence and economic reach. Thailand’s initiative to promote its soft powers—foods, fruits, fashion, films, and fairs—in China and Hong Kong is a strategic maneuver to boost exports and solidify its presence in these key markets. This move demonstrates a keen understanding of cultural diplomacy and its potential to drive economic growth.
In addition to food, Thai fruits will be prominently featured in promotional activities. Events in Kunming, Chongqing, Jiangxi, and Guangzhou have already generated 40 million baht in trade value. Collaborations with Hema Supermarket and Thai restaurants in Shanghai aim to showcase fruits like durian, mangosteen, coconut, pomelo, and longan.
The fashion sector will also see significant promotion, with planned events such as a gala night in Shanghai and a Thailand pavilion at a fashion show in Hong Kong. Thai films are not left behind, with the hit movie “Lahn Mah” set to be promoted before its release in China.
Moreover, Thai entrepreneurs will participate in several trade fairs across China, including the Thai Brands Kunming 2024 and the China-ASEAN Expo. These efforts are expected to bolster Thailand’s economic ties with China and Hong Kong, driving export growth and enhancing cultural exchange.
In conclusion, Thailand’s strategic promotion of its cultural assets in China and Hong Kong represents a calculated effort to boost exports and strengthen economic relations. By leveraging its soft powers, Thailand aims to enhance its international presence and stimulate economic growth through targeted cultural diplomacy.