Minister of Culture Sermsak Pongpanit stated that the Ministry of Culture is joining hands with relevant public and private organizations in opening up international markets for the Thai film industry more widely and making Thailand’s “soft power” better known overseas.

He said that, in the 2024 fiscal year, the Government has plans to organize various film activities and join film festivals abroad. These activities and festivals include the Hong Kong International Film & TV Market in March, the Hong Kong International Licensing Show in April, and the Thailand Culture Week 2024 in April. The three events will take place in Hong Kong.

Other events will be the Cannes Film Festival, to be held in Cannes, France, in May, the Thai Festival in Tokyo, Japan, in May, and the Shanghai International Film Festival in Shanghai, China, in June.

Moreover, Mr. Sermsak said that the Government had also encouraged producers of Thai movies, television series, and animation documentaries to participate in three major film markets and festivals, namely the International Film Festival Rotterdam, held in the Netherlands, in January, the Berlin International Film Festival in Germany in February, and the Osaka Asian Film Festival in Japan in March.

He said that the participation in the film festivals would provide greater opportunities for Thai filmmakers to publicize and distribute their content for international audiences, exchange knowledge on filmmaking with film industry professionals, and develop personnel in the Thai film and video industry. It will also promote business negotiations and expand international markets for Thai film producers, attract more foreign filmmakers to choose Thailand as their location for film shooting, and encourage them to co-invest with Thai film companies.

Thai films are one part of Thailand’s soft power, among others, such as food, music, fashion, Muay Thai, and festivals. The Government has been stepping up efforts to promote soft power to help increase the economic value of Thai products and services, generate income for communities, and strengthen the country’s overall economy.