Innovations for promoting Thailand's soft power


  • Wutipong Janmuangthai College of Innovation and Management, Suan Sunandha Rajabhat University
  • Anaphat Nongkhoo College of Innovation and Management, Suan Sunandha Rajabhat University, Dusit, Bangkok 10300 Thailand
  • Ekgnarong Vorasiha College of Innovation and Management, Suan Sunandha Rajabhat University, Dusit, Bangkok 10300 Thailand


Digital Innovation, Soft Power, Sustainable


Currently, soft power is considered a crucial approach for countries around the world, serving as a tool to add value to products to stimulate and expand the economy of a country. For Thailand, soft power is given importance through government policy implementation, including driving the One Family One Soft Power (OFOS) initiative. One key factor for successful soft power policy implementation is the use of digital innovations and technologies to facilitate business operations, such as product and service development, customer service automation, new virtual world business ventures, or data analytics for customized service design. Digital innovation in Thailand represents a blend of digital innovation and technology to facilitate businesses and the soft power industry, utilizing "creativity and technological innovations" like Artificial Intelligence (AI), which aids in accessing Big Data for market trend analysis, developing movie or video recommendation systems, etc. The Metaverse creates virtual worlds for interaction, activities, and living through immersive technology, and Web 3.0, which is still under development, focuses on enabling customer participation in various activities as desired. However, for soft power to grow and be sustainable, the public sector should collaborate with the private sector in developing innovations ready for production or market entry, including creating a sandbox for testing and further developing research into products and services.


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