Bangkok: Muay Thai and Thai cuisine are gaining significant traction across Europe as the Thai government seeks to harness these cultural assets to boost the nation's economy.
According to Thai News Agency, Ms. Rachada Thanadirek, spokesperson for the Prime Minister's Office, emphasized that Muay Thai, Thai food, and Thai arts and culture are considered "economic assets" with the potential to provide Thai entrepreneurs with a competitive edge in the global market. The government is actively promoting Thailand's soft power by leveraging cultural capital to stimulate income, trade, tourism, and employment, with particular focus on the European market, known for its high purchasing power and growing fascination with Thai culture.
The government's strategy involves integrating efforts across various agencies to promote Muay Thai, Thai food, and Thai culture internationally. This approach aims to create business opportunities, elevate the value of Thai products and services, and enhance the country's global competitiveness.
A prime example of this strategy's success is the promotion of Muay Thai as a soft power tool. The Department of International Trade Promotion (DITP) of the Ministry of Commerce organized Muay Thai promotional events in Germany and Switzerland, attracting over 530 participants in Muay Thai training sessions and over 20,000 attendees. Notably, Buakaw Banchamek participated in showcasing Muay Thai, raising awareness of Thai identity.
In addition to events, the government is advancing the standards of Muay Thai gyms worldwide through the Standard Muaythai Gym (SMG) system. As of November 2025, 138 Muay Thai gyms have received certification. Data from the Sports Authority of Thailand shows approximately 4,000 gyms in Europe offer Muay Thai training, reflecting the sport's rising popularity and creating demand for instructors, sports equipment, and related Thai products, thus boosting sports tourism and encouraging travel to Thailand for training.
Thai cuisine, another significant soft power tool, continues to generate economic value. The government promotes Thai SELECT-certified restaurants, ensuring the quality and authenticity of Thai food. Currently, over 1,500 Thai restaurants in 72 countries hold this certification, bolstering consumer confidence and expanding the market for Thai food products, ingredients, and ready-to-eat meals.
The Food Institute predicts that by 2026, Thai food exports will reach approximately 1.4 trillion baht. The European Union market is expected to grow by 15.9%, second only to South Asia, indicating the European market's potential and increasing demand for Thai food products. Promoting Thai food and Thai SELECT restaurants is vital for raising awareness and opening business opportunities for Thai entrepreneurs.
Additionally, the Ministry of Culture, through the Bunditpatanasilpa Institute, has showcased Thai dance performances like "Nora," an intangible cultural heritage of humanity registered by UNESCO, at the Thailand Grand Festival 2026 in The Hague, Netherlands. The ministry also organized activities to disseminate knowledge of Thai dance to Thai communities abroad, promoting understanding and connection with Thai culture globally.
Prime Minister Anutin Charnvirakul highlighted that promoting soft power is not only about showcasing Thai culture but also about transforming cultural capital into economic value through tourism, exports, job creation, and fostering a positive impression of Thai identity, thereby expanding opportunities for Thai entrepreneurs in the global market, as stated by Ms. Rachada.