Thailand is launching creative industries onto the global stage through the “Thai Festival: Creative Pulse” in 45 cities across 32 countries, in response to the Government’s policy of promoting “soft power” as an engine for socio-economic growth to support the development of the country.

Minister of Foreign Affairs Maris Sangiampongsa presided over the launching of the “Thai Festival: Creative Pulse – The Pulse of Tradition, the Pulse of Tomorrow,” at the Ministry of Foreign Affairs in Bangkok on 26 February 2025.

Participating in the event were representatives from sub-committees under the National Soft Power Development Committee and such major agencies as the Ministry of Culture, the Government Public Relations Department, the Department of International Trade Promotion, the Strategic Transformation Office, the Tourism Authority of Thailand, and the Creative Economy Agency. Many of these partner agencies are set to complement the modern and innovative Thai festivals in 45 cities across the world this year.

According to the Ministry of Foreign Affairs, Thai festivals are an excellent platform for promoting Thai products, services, and innovations to international markets, with a view to connecting Thai entrepreneurs to potential markets across continents.

Thai creative industries presented at festivals will be showcased to international audiences, promoting business opportunities in related industries. Festivals are also the perfect venue to advance Thailand’s image and status worldwide.

The ministry stated that, building on over 30 years of presenting Thailand’s rich cultural heritage and “Thainess,” it has rebranded the “Thai festival” to reflect a more modern, innovative, creative, and sustainable Thailand. In 2025, “Creative Pulse” will conceptualize the new Thai festival organized under the theme "Thailand’s Creative Economy," symbolizing how Thai creativity, deeply rooted in Thai culture, continues to evolve along with the global pulse.

Among the 45 Thai festivals organized in 32 countries, six venues will be designated as the six flagship festivals, namely Washington, D.C., Beijing, New Delhi, Hanoi, Riyadh, and Paris. Apart from the six flagships, Thai festivals will also be held in many prominent cities, namely Tokyo, Seoul, London, Moscow, Canberra, Shanghai, Kunming, and Taipei.

In organizing Thai festivals this year, the Ministry of Foreign Affairs will partner with different creative industries’ sub-committees under the National Soft Power Development Committee, including music, sports, food, films and series, and wellness, as well as the Ministry of Culture, the Ministry of Commerce, the Government Public Relations Department, the Tourism Authority of Thailand, and the Creative Economy Agency. 

With full-fledged cooperation and integration among all agencies, industries, and sectors involved, the ministry believes that Thai festivals will elevate the Thai soft power and creative industries to new heights, ensuring the country’s visibility on the global radar screen.