BANGKOK: The Thai government has appointed the National Broadcasting Services of Thailand (NBT) to spearhead the promotion of Thai soft power exports, aiming to strengthen the country’s cultural influence globally. This initiative, revealed during NBT’s 36th-anniversary celebration, will align NBT with global leaders like NHK and BBC. Paetongtarn Shinawatra, chairwoman of the National Committee on Soft Power Development, emphasized NBT’s role in showcasing Thai culture through enhanced programming and multilingual content.

Prime Minister’s Office Minister Jiraporn Sindhuprai underscored NBT’s mission to focus on informative programs reflecting Thai cultural values and advancements. NBT’s nationwide network positions it well to broadcast Thailand’s cultural richness. Collaborations with other Asian networks are planned to further elevate Thailand’s cultural presence on the international stage.

From October 1, NBT will revamp its programming to include more content on Thai culture, music, food, and sports. This initiative is part of the government’s broader strategy to bolster Thailand’s soft power exports, leveraging the country’s rich cultural heritage to enhance its global standing.

NBT’s strategy will integrate soft power content into news programs, providing subtitles in multiple languages to reach a diverse international audience. This move aims to increase Thailand’s cultural export visibility, positioning NBT as a central player in promoting Thai culture worldwide.

The government’s vision is to enhance Thailand’s soft power by highlighting unique cultural aspects and fostering international appreciation of Thai traditions. This effort is expected to not only boost cultural exports but also strengthen Thailand’s global cultural influence.