Thailand’s new government cannot get enough of “soft power.” It has become such a buzzword in the Kingdom that a Chiang Mai man on X (formerly Twitter) gasped at the extent of its use, mockingly noting, “My [mate’s] daughter won a Thai dancing competition in [Bangkok] and her school called it a soft power competition.” It’s easy to see the appeal of the idea, given the recent appearance of pop superstar Ed Sheeran posing with famed Thai chef Jay Fai and his after-concert visit to a tattoo shop for a traditional Sak Yant tattoo.
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