Of the policies that the various political parties campaigned on during the 2023 general election in Thailand, one that especially raised my eyebrow was Pheu Thai’s “One Family, One Soft Power” policy. It described a proposal where at least one family member from every household have the chance to enter a “creative skills incubation center” at no cost. 

The merits of such a policy can be debated. The name, on the other hand, is to me unambiguously bad. It is confusing. It misuses a key term. And it hints at a deeper problem: a lack of conceptual clarity on what “soft power” is and how it can best be harnessed.

When a word catches fire in Thai bureaucratese, it becomes virtually inescapable. Soft power is the latest instance. It was first promoted under the Prayut Chan-o-cha administration, which announced that it would prioritize support for the “5Fs”: food, film, fashion, fighting, and festivals. Under the Srettha Thavisin government, use of this term has proliferated even further. The government has now set up a National Soft Power Strategy Committee headed by the prime minister and Paethongtharn Shinawatra. 

Not all is well with the government’s soft power strategy. In December, a survey revealed that sixty percent of respondents do not understand the government’s “One Family, One Soft Power” policy. Just a few weeks ago, the entire Fashion Subcommittee of the Soft Power National Strategy Committee appointed by the government resigned en masse. Meanwhile, even Prime Minister Srettha himself has said that the committee should review its request 5.1 billion baht to fund its proposed projects. And Pheu Thai’s desire to create a Thailand Creative Content Agency (THACCA) appears confusing when a Creative Economy Agency already exists.

But first things first. Everything now appears to be ‘soft power’ according to the government. Mango sticky rice? Yes, soft power. Elephant pants? Definitely soft power. Lisa wearing Thai dress in a music video? Soft power indeed! When everything is soft power, what in the world even is soft power? 

Click here to read the full piece at Thai Enquirer.