Is Thailand the next South Korea?
Move over K-Wave, there’s a new cultural phenomenon emerging from Southeast Asia and it’s the T-Wave. How is Thailand leveraging its unique cultural assets to enhance global influence and drive economic change? Let’s take a Deep Dive.
🇹🇭 The “T-Wave” represents Thailand’s deliberate government-backed strategy to leverage the country’s rich cultural assets for economic transformation and global influence.
🙏 Part of the Kingdom’s soft power strategy, the T-Wave emerged around 2024 as Thailand seized economic uncertainty to invest in its creative and cultural industries, mirroring South Korea’s post-1997 financial crisis strategy.
💪 To bolster this, the government has launched its ambitious “One Family One Soft Power” (OFOS) Project, a national initiative to upskill and reskill over 20 million Thais by 2027 through nearly 100 free courses.
QUOTABLE
“Thai artists are putting a lot of their Thai identity and culture into their music, from the melodies to the overall vibes.”
— Jeff Satur, musician and actor
BY THE NUMBERS
US$139 million Thailand’s National Soft Power Strategy Committee has proposed allocating THB 5.1 billion, or approximately US$139 million, to strengthen sectors such as tourism, entertainment, the arts and publishing.
88% Reports show an 88 per cent increase in internet searches for Koh Samui after HBO’s The White Lotus Season 3 was released.
8% In 2023, the Thai creative economy generated THB 1.44 trillion in revenue, accounting for 8 per cent of the country’s GDP.
US$16.46 billion Thai cuisine, known as the “Kitchen of the World”, is a cornerstone of the nation’s soft power. By 2032, the global Thai cuisine market projected to reach US$16.46 billion.
QUIZ
Which traditional Thai festival, known for its vibrant water splashing, is a significant cultural asset that attracts large numbers of international visitors?
A. Loy Krathong
B. Songkran
C. Yi Peng
Scroll to the bottom for the answer.
TATLER GEN.T LEADERS OF TOMORROW 2025
On July 4, we are unveiling the Gen.T Leaders of Tomorrow 2025, bold thinkers and brilliant changemakers who are shaping Asia’s future.
DID YOU KNOW?
The concept of promoting Thai soft power and the creative economy initially focused on the 5 Fs: food, film, fashion, fighting (Muay Thai) and festivals. This early strategy has since been significantly amplified by the current government.
THE EDIT
🏛️ Government support. Thailand is creating the Thailand Creative Culture Agency (THACCA), a “super agency” modelled after South Korea’s successful Korea Creative Content Agency (KOCCA). It is expected to begin operations in the first quarter of 2026.
🎵 Music to our ears. T-pop music is gaining global recognition, with artists like Jeff Satur, Milli and 4Eve performing at major festivals and Spotify data showing T-pop listenership doubled in 2023.
👬 Boys’ Love. BL dramas, also known as Y-series in Thailand, are the country’s unique and highly successful formula, captivating global audiences and attracting significant foreign investment. Their success is tied to Thailand’s progressive stance on LGBTQ+ rights.
WATCH
Thai PBS World looks into Thailand’s soft power promotion, highlighting the need for a strong ecosystem and consistent support from all sectors.
THE FULL PICTURE
Siam Commercial Bank’s Economic Intelligence Centre (SCB EIC) anticipates a significant rise in the BL’s series contribution to Thai entertainment media production—from THB 1 billion in 2020 to THB 4.9 billion in 2025.
KEY PLAYERS
Kunpimook “BamBam” Bhuwakul
Thai idol BamBam has made a name for himself on the global K-Pop scene. Part of the boy band Got7 under JYP Entertainment, he has garnered a significant following and is now leveraging his success as a solo artist, debuting in 2021 with his first mini album Ribbon.
Lalisa “Lisa” Manobal
Lalisa Manobal, famously known as Lisa, has transitioned from a record-breaking career with South Korean group Blackpink to forging her own path in the global entertainment industry. The singer and rapper is the first K-pop star to perform at a Victoria’s Secret Fashion Show and French cabaret Crazy Horse Paris.
HONOUREE TO KNOW
Putthipong “Billkin” Assaratanakul
Billkin, the multi-talented actor and musician, starred as the lead in the Thai film Lahn Mah, released internationally under the title How to Make Millions Before Grandma Dies. The movie—the entertainer’s film debut—was a hit throughout the region, with teary audience reactions to the family drama going viral on social media.
ONE FINAL THING
Thailand holds a unique place in Southeast Asian history. It is the only region that was never colonised by a European power.
