Thailand has continued to give a major boost to the “soft power” of Muay Thai (Thai-style boxing), and it is ready to support the organizing of Muay Thai activities at both local and international levels to help promote tourism and stimulate the country’s economy.

Minister of Tourism and Sports Sorawong Thienthong said that Muay Thai is not only a martial art of Thailand but also part of Thai culture and wisdom. It is embodied in the Thai way of life and spirit and serves as a tool to move the country’s economy and tourism forward.

Meanwhile, Director-General of the Department of International Trade Promotion Sunanta Kangvalkulkij said that the department had mapped out a plan to promote the soft power of Muay Thai at the global level. The plan is divided into three parts.

In the first part, the department will work with both public and private organizations in making Muay Thai better known internationally. More Muay Thai training camps in foreign countries will be established, especially in Europe, Latin America, and North America. Muay Thai World Series will also be organized occasionally.

The second part seeks to expand exports of Muay Thai items and other related products, such as boxing shorts, gloves, T-shirts, sport equipment, and food supplements. Online platforms will be used to promote these items.

In the third part, the soft power of Muay Thai and related products will be promoted through movies, series, and gaming, which are likely to make Muay Thai gain more popularity and stimulate exports of Muay Thai items. 

Muay Thai has been designated part of Thailand’s significant soft power, with a unique identity in terms of both sport and tourism that can play an important role in developing the country’s creative economy. The Government has set a policy to promote soft power in order to make Thai creative industries better known worldwide and to increase their economic value.