The hard side of Thailand’s supposed soft power success
Thailand’s soft power potential has hit recent headlines. After Thai rapper Danupha Khanatheerakul, also known as “Milli,” ate a portion of mango sticky rice while performing at California’s Coachella festival in April, the popularity of the traditional Thai dessert soared. Thailand has cultivated a useful mass of soft power–the ability to exert influence through attraction or persuasion instead of coercion–through its local traditions, culture and reputation for hospitality. Thailand has cultivated a useful mass of soft power – the ability to exert influence through attraction or persuasion instead of coercion – through its local traditions, culture and reputation for hospitality. However, according to the 2022 Global Soft Power Index, measured by seven supporting pillars including trade, governance, international relations, culture, media, communications, education, and values, the Kingdom dropped to 35th of out 120 countries surveyed, a fall of two places from 2021.