Thai Academic Explores 'Nene Royal' Phenomenon to Elevate Thailand's Intellectual Capital via Home Run Marketing Strategy

Key summary

Independent academic Dr. Khunanant Thayutth highlights the success of singer Nene Royal on America's Got Talent as a catalyst for Thailand's soft power strategy. The article introduces 'Home Run Marketing,' a concept where accumulated artistic and cultural value is amplified when a single breakthrough creates a 'backward diffusion' effect, drawing global attention to existing works. This approach aims to transform scattered intellectual capital in arts, food, fashion, and community heritage into recognized international assets. By connecting short-term interest with long-term engagement, the strategy seeks to turn individual successes into a broader network of Thai cultural value on the world stage.