Thaksin advocates for increased influence through "soft power" initiatives
In a recent public appearance, former Prime Minister Thaksin Shinawatra unveiled ThaiWORKS, an innovative initiative aimed at elevating Thailand's creative industries on the global stage. This new platform is an evolution of the One Tambon, One Product (OTOP) venture, a project Thaksin introduced two decades ago.
ThaiWORKS is designed to drive economic growth through the creative industries while promoting Thai culture globally. It will leverage soft power across aspects such as food, film, fashion, and local craftsmanship. The project aims to integrate design, technology, and global marketing to empower local artisans and entrepreneurs, providing them with better opportunities for success.
To achieve these objectives, ThaiWORKS will collaborate with local small businesses affected by rising competition from Chinese imports. This collaboration will explore co-branding strategies and the development of independent Thai brands. Thaksin has reportedly used his own money for the new project.
Peter Arnell, a renowned global branding expert who has worked with major brands like Samsung, is involved in the development of the ThaiWORKS brand strategy. Arnell will help address the branding challenges faced by Thai products, as Thai brands, especially those from local communities or Small and Medium Enterprises (SMEs), are often undervalued compared to international brands.
The plan for ThaiWORKS includes establishing showrooms in major cities and shopping centers worldwide to showcase Thai products and craftsmanship. This approach is intended to increase visibility and recognition of Thai brands, thereby enhancing their global appeal. Thaksin envisions placing Otop products in flagship stores on Fifth Avenue and the Champs-Elysees.
ThaiWORKS also proposes a social enterprise model in which intellectual property rights are held collectively by Thais. Collaborating with established Thai brands to help smaller producers scale up is another potential solution, according to Thaksin.
The government is promoting soft power across various aspects of Thai culture, and the new campaign centers around the transformation of the Otop venture into ThaiWORKS. Thaksin's daughter, Paetongtarn, has moved into her new position at the Ministry of Culture, a key driver of soft power promotion.
The SPLASH event, taking place at the Queen Sirikit National Convention Center, has drawn widespread attention from both domestic and international media. At the event, Thaksin emphasized the transformative potential of soft power in driving economic growth and national unity. The former prime minister appeared in high spirits, warmly greeting supporters.
The ThaiWORKS platform is an ambitious project with the potential to revolutionize Thailand's creative industries. With the support of global branding experts like Peter Arnell and the commitment of Thaksin and the Thai government, Thai brands may soon find themselves competing on a global stage.
- The ThaiWORKS initiative, led by former Prime Minister Thaksin Shinawatra, aims to boost Thailand's economy by leveraging the creative industries such as food, film, fashion, and local craftsmanship on a global scale, while promoting Thai culture.
- Peter Arnell, a global branding expert, is collaborating with ThaiWORKS to help address branding challenges faced by Thai products, particularly from local communities and Small and Medium Enterprises (SMEs), in order to increase their global appeal and compete with international brands.
