At the majestic Queen Sirikit National Convention Centre in Bangkok, the atmosphere was electric on July 8, as suspended Prime Minister Paetongtarn Shinawatra took to the stage at the second annual SPLASH – Soft Power Forum 2025. Brimming with confidence and with a vision as clear as the tropical sky, she declared Thailand’s creative soft power as the magical key to crafting global influence. “In this ever-evolving world,” Paetongtarn began with a spark of passion, “we are witnessing a seismic shift. People crave experiences—they yearn for the story behind the product, the identity etched in every purchase. Creative culture is not just a concept; it’s our passport to global influence.” Her speech, vibrant with energy, celebrated Thailand’s rich tapestry of culture, making it resonate far beyond its borders. The newly appointed culture minister, with a glint of determination in her eyes, emphasized the power of authenticity in today’s interconnected digital…
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