Thailand’s new government is heavily focused on “soft power,” which has become a popular concept in the country. A man from Chiang Mai on X (formerly Twitter) was astonished by the widespread use of the term and mockingly commented, “My [mate’s] daughter won a Thai dancing competition in [Bangkok] and her school called it a soft power competition.” The idea of soft power seems appealing, especially after the recent appearance of Ed Sheeran with renowned Thai chef Jay Fai and his visit to a tattoo shop for a traditional Sak Yant tattoo.
Celebrities like Ed Sheeran, however, are temporary visitors and often do not speak openly about the less appealing aspects of Thai culture. While Sheeran enhances his own British soft power by engaging with local culture, his presence also brings attention to the state’s use of hard power against dissenters and critics.
Just hours after Ed Sheeran’s cultural visit, two Thai journalists were arrested as “accomplices” to a young man who spray painted an anarchist symbol on the wall of a temple in Bangkok. The journalists were charged for covering the incident, highlighting the ongoing issue of media self-censorship.
These events further contribute to the extensive history of heavy-handed tactics used by the Thai state to protect the monarchy. The pursuit of soft power by the current government is in conflict with its suppression of dissent.
As Thailand aims to achieve cultural soft power, the resulting cultural output may be influenced by the repressive tactics of the state. It will be challenging for the government to promote soft power while actively suppressing dissent.
While the government emphasizes depoliticized soft power, its censorship rules still forbid discussion of the monarchy. As Thai music gains popularity, it may present challenges to the government and undermine Thailand’s international image.
If the government successfully boosts Thai cultural soft power, it will also broadcast Thailand’s legacy of hard power oppression.