Thailand's new soft power focus and the making of a paradox/ Mark S. Cogan

This article analyzes Thailand’s emerging focus on soft power as a key element of its foreign policy strategy, exploring the paradoxes that arise as the country attempts to navigate its geopolitical positioning in Southeast Asia. Soft power, primarily defined as the ability to influence others through cultural, diplomatic, and economic means, has become central to Thailand’s efforts to enhance its global image and influence, especially in the face of regional competition and internal political challenges.

The article highlights Thailand's initiatives in promoting its culture, tourism, and diplomacy to assert itself as a regional leader. It delves into the country’s efforts to capitalize on its rich cultural heritage, the global appeal of Thai cuisine, and its strategic positioning in ASEAN to boost its diplomatic influence. However, the article also points out the paradoxes inherent in this soft power strategy. Despite the push for greater cultural export and international engagement, Thailand's internal political instability, including the ongoing tensions between pro-democracy movements and the monarchy, presents significant challenges to the credibility of its global image.

Additionally, the article discusses the tensions between Thailand’s soft power ambitions and its reliance on military and authoritarian structures, which sometimes undermine the appeal of its diplomatic outreach. The government’s control over certain aspects of the media and its response to domestic protests complicate the country’s soft power narrative, leading to contradictions that hinder its full potential on the international stage.

Through this exploration, the article provides a critical assessment of Thailand’s soft power strategy and its broader implications for the country’s foreign policy and global standing.