Thailand's Soft Power Study Highlights Beauty, Digital Content as Key Export Growth Areas

Key summary

The Trade Negotiation Committee (TNC) of Thailand's Ministry of Commerce released a study indicating that the country possesses significant potential in natural and cultural capital to drive export value through soft power. The research identifies beauty products, fragrances, cosmetics, and digital content services as primary sectors for high-value branding. To enhance competitiveness, the TNC proposes strategies including intellectual property protection, international standardization, cross-border e-commerce expansion, and a five-point development framework for digital content covering people, career paths, funding, market access, and infrastructure.