This is the first time Thailand has dedicated an initiative to elevate Khao Mak as a global symbol of wellness and cultural identity.

A significant upskilling and reskilling initiative is needed for Thais, aimed at creating "soft power warriors" for the nation, with a target of 20 million trained individuals by 2027.

Thai Prime Minister Paetongtarn Shinawatra emphasised that Thai cuisine, deeply rooted in the country’s abundant natural resources, is a key pillar of Thailand’s soft power strategy.

Vietnam will take centre stage in international diplomacy this year with multiple high-profile bilateral and multilateral events, including the second ASEAN Future Forum, the fourth Partnering for Green Growth and the Global Goals 2030 (P4G) Summit, and the UN Conference on Trade and Development (UNCTAD), according to Deputy Prime Minister and Minister of Foreign Affairs Bui Thanh Son.

In November 2024, the “Vietnam Days Abroad” programme made its debut in Latin America, leaving lasting impressions.

In an effort to boost exports during the second half of this year, Thailand’s Department of International Trade Promotion (DITP) will focus on penetrating China market, including Hong Kong, with Thai soft powers, namely foods, fruits, fashion, films and fairs.

Thai Prime Minister Srettha Thavisin said he aims to develop Thailand's soft power to help push the national economy forward and create more employment opportunities.

The Thailand Creative Content Agency (THACCA) will host the country's first soft power expo next week to showcase the economic potential of Thai soft power in driving Thailand to become a leading nation in the creative economy.

Thailand will kick off the “One Village, One Thai Food Chef” project in June, aiming to train 75,000 professional cooks by 2027.

Vietnam has a diverse natural and cultural heritage system, which has both reflected a rich cultural history and served as a motivation for socio-economic development, thus laying a foundation for developing the country's cultural industries.

Strong cultural industries will help promote Vietnam’s stature in the region, said Prof. Furuta Motoo, Rector of the Vietnam Japan University under the Vietnam National University, Hanoi.

Prime Minister Pham Minh Chinh on December 22 chaired the first national teleconference on the development of cultural industries in Vietnam.

Thailand is seeking to promote "soft power" in 11 economic sectors, aiming to generate 4 trillion THB (nearly 114.86 billion USD), Thai Deputy Prime Minister and Minister of Commerce Phumtham Wechayachai has said.

The strengthening of soft power through modern communication platforms was the focus of an international workshop held in Hanoi on December 11.

As the Vice President representing the Asia-Pacific of the 42nd session of the UNESCO General Conference, Vietnam will help build consensus and seek appropriate solutions to urgent issues of the Asia-Pacific and UNESCO, said Deputy Minister of Foreign Affairs Ha Kim Ngoc.

The Thai government has launched a strategy to harness the nation’s “soft power” with the aim of generating an annual revenue of approximately 4 trillion THB (nearly 113 million USD) within the next four years.

The Ministry of Commerce (MOC) of Thailand has pledged to take measures to drive the government's soft power development policy with a focus on promoting Thai cultural products worldwide through a "5F" approach, referring to food, film, fashion, fighting and festivals, local media reported.

The Cabinet has acknowledged the progress made in promoting Thailand’s image through the use of "soft power" in the entertainment industry, said Deputy Government Spokesperson Tipanan Sirichana.

A national scientific conference highlighted the theoretical and practical values of the Outline on the Vietnamese Culture to propose measures for developing the national culture in the new era.

Amid the current integration and cultural confluence context, it is an urgent need to build detailed standards for the values of the Vietnamese people so as to activate the “soft power” of the nation.