Bangkok: Muay Thai and Thai cuisine have become pivotal cultural exports for Thailand, with the government actively leveraging these assets to boost the nation's economy. Ms. Ratchada Thanadirek, spokesperson for the Prime Minister's Office, disclosed that these elements are key economic assets, creating opportunities for Thai entrepreneurs in the international market. The government aims to capitalize on its cultural capital to enhance income, trade, tourism, and employment, with a particular focus on expanding into the lucrative European market.
According to Thai News Agency, the government is coordinating efforts across various agencies to promote Muay Thai, Thai food, and Thai arts and culture globally. This strategy aims to create business opportunities, increase the value of Thai products and services, and strengthen Thailand's competitive edge on the world stage.
One successful initiative is the promotion of Muay Thai as a vital soft power tool. The Department of International Trade Promotion (DITP) under the Ministry of Commerce has organized Muay Thai events in Germany and Switzerland, drawing over 530 participants for training sessions and attracting more than 20,000 attendees. Esteemed Muay Thai fighter Buakaw Banchamek participated in these events, elevating the art form's profile and increasing awareness of Thai culture.
The government is also working to enhance the standards of Muay Thai gyms abroad through the Standard Muaythai Gym (SMG) system. Presently, 138 gyms worldwide are certified, and data from the Sports Authority of Thailand shows that approximately 4,000 gyms in Europe offer Muay Thai training. This growing interest has spurred demand for Muay Thai instructors, sports equipment, and related Thai products, further promoting sports tourism and encouraging travel to Thailand for authentic Muay Thai experiences.
In addition to martial arts, Thai cuisine serves as another potent soft power tool, continuously generating economic value. The government endorses Thai SELECT-certified restaurants, which assure the quality and authenticity of Thai food. Over 1,500 restaurants across 72 countries have received this certification, bolstering consumer confidence and expanding the market for Thai food products, ingredients, and ready-to-eat meals.
The Food Institute projects that by 2026, Thai food exports will reach a value of around 1.4 trillion baht. The European Union market is anticipated to grow by 15.9%, ranking just behind South Asia. This underscores the potential of the European market and its rising demand for Thai food products, making the promotion of Thai food and Thai SELECT restaurants crucial for creating business opportunities for Thai entrepreneurs.
Meanwhile, the Ministry of Culture, through the Bunditpatanasilpa Institute, showcased traditional and contemporary Thai dance performances, such as "Nora," at the Thailand Grand Festival 2026 in The Hague, Netherlands. These events aimed to spread knowledge of Thai dance and foster cultural connections with Thai communities abroad.
Ms. Rachada highlighted Prime Minister Anutin's perspective, emphasizing that promoting soft power involves not only showcasing Thai culture but also converting cultural capital into economic value through tourism, exports, and job creation. This approach aims to create a positive impression of Thai identity and expand global opportunities for Thai entrepreneurs.