SI-015-08 :
Cultural Diplomacy &
Global Influence Strategy

Situation
In the evolving global landscape, influence is no longer determined solely by economic or military power, but increasingly by the ability to shape perception, build relationships, and project cultural relevance.

While Thailand maintains diplomatic relations and participates in international cooperation, its use of culture, media, and soft power as strategic diplomatic tools remains limited and unstructured. Cultural exchange programs, international events, and public diplomacy efforts are often conducted in isolation, without integration into a broader national strategy.

As a result, Thailand’s global presence is visible but not strategically leveraged, limiting its ability to influence international agendas, build long-term partnerships, and strengthen its geopolitical positioning.

Shift
Diplomacy must evolve from state-centric negotiation to a multi-dimensional influence strategy, where culture, media, education, and people-to-people connections are systematically deployed as instruments of national power.

This involves integrating soft power into foreign policy, transforming cultural assets into tools of engagement, trust-building, and influence.

The focus shifts from formal diplomacy to networked diplomacy, from episodic engagement to continuous global presence, and from transactional relationships to long-term influence ecosystems.

Cultural diplomacy becomes a core pillar of foreign policy, aligned with national branding, economic strategy, and global positioning.

Advantage
Thailand has a strong cultural appeal and a positive international image, providing a natural foundation for cultural diplomacy.

The country’s strengths in cuisine, lifestyle, wellness, and hospitality make it highly relatable and accessible to global audiences. Thailand’s openness and historical ability to engage with diverse cultures enhance its capacity to build connections and partnerships.

Additionally, Thailand’s strategic position in Southeast Asia allows it to act as a regional connector and bridge between different cultural and economic spheres.

Additional Structural Advantage
Thailand can build a cultural diplomacy ecosystem by leveraging:

• integration of soft power initiatives with foreign policy and diplomatic missions

• deployment of cultural centers, events, and programs in key global cities

• collaboration with international institutions, media, and creative industries

• integration with SPOS to coordinate messaging, content, and global engagement

Furthermore, the use of digital platforms enables continuous interaction with global audiences, while educational exchanges and talent mobility programs strengthen long-term relationships.

This creates a multi-layered influence network, combining state, private sector, and people-to-people engagement.

Implication
Without a strategic approach to cultural diplomacy, Thailand risks underutilizing its soft power potential, limiting its influence in international affairs and reducing its ability to shape global narratives.

This results in missed opportunities for strategic partnerships, economic collaboration, and global positioning.

Conversely, a well-designed strategy enables Thailand to expand its influence, build trust, and strengthen its role in the international system.

Cultural diplomacy becomes a force multiplier, amplifying the impact of soft power across economic, political, and social domains.

It positions Thailand not only as a cultural destination, but as a globally influential and strategically relevant nation.

Action Layer