How Businesses Can Use Thai Soft Power to Boost Sales

Thailand's Soft Power Advantage and Business Insights

In an era where the digital marketing landscape is saturated with high competition, businesses are seeking the most effective and suitable strategies to differentiate themselves and outshine competitors. Currently, one trend that is gaining significant interest is "Soft Power."

Many may have heard the term "Soft Power" before, as it is something that the Thai government is actively promoting. However, some may still not fully understand what soft power truly means and whether it can be utilized to increase sales in business.

Let's find out the answers in this article!

What is Soft Power?

Soft Power is a theory coined by Professor Joseph S. Nye of Harvard University, which refers to the power that arises from persuasion or attraction, enticing people to be interested and willing to participate without resorting to coercion or threats, hence the term "Soft" implying gentleness. A crucial variable that can influence people is the "culture" of that particular area.

When discussing Thailand's soft power, an example would be the skyrocketing sales of “Luk Chin Yuen Gin” (assorted fried, pork or beef balls)" in Buriram province, solely because Lisa of BLACKPINK revealed on a talk show that her favorite food is Luk Chin Yuen Gin with delicious dipping sauce behind the Buriram train station. This led to a large number of locals flocking to eat there, with pre-orders pouring in day and night to the extent that the shop owner hardly slept. From this case, we can see that Lisa didn't advertise the shop in any way, just mentioning it as a place she enjoyed eating as a child. However, because she is a globally influential figure, whatever she says can easily become soft power.

What is the 5F of Thai Soft Power and How Can They Be Applied to Business?

Thailand is recognized for its distinct and easily memorable culture, contributing to its strong soft power in various aspects. The Thai government defines the 5F elements of soft power as follows:

1. Food

When thinking of Thailand, one cannot ignore Thai food. It has a diverse range of flavors including sour, sweet, salty, and spicy, which appeals to people from various backgrounds. Thai cuisine reflects the culture, traditions, and way of life of Thai people, with meticulous attention to detail and sophistication.

Guidelines for application in business:

• Develop uniquely Thai food products by blending traditional recipes with modern techniques, maintaining Thai identity while creating new menu items.
• Design packaging that stands out and is appealing to customers.
• Present the deliciousness of Thai food through various social media platforms or invite influencers for reviews to attract a diverse customer base.
• Create memorable dining experiences by decorating restaurants with a beautiful and authentic Thai ambiance.
• Target tourist demographics by studying their behaviors and ensuring staff are proficient in foreign languages to provide quality service.

2. Film

Thai films have played significant roles in promoting Thai culture to global audiences, especially in recent years as the country's production quality has improved to international standards, making it easier to grow internationally. Examples of Thai soft power films include "Ong-Bak: Muay Thai Warrior (2003)," which was screened in over 30 countries worldwide, and "Khan Kluay", a 3D animation based on Thai history, praised as an internationally acclaimed Thai cartoon.

Guidelines for application in business:

• Support the production of content-rich Thai films by providing funding, shooting locations, and equipment to ensure the quality of the films, thereby promoting the creation of quality works in the future.
• Collaborate with popular films to create co-branded merchandise, as quality copyrighted products from Thai films are considered a form of Soft Power that can boost revenue and brand recognition for both parties involved.
• Organize sales promotion activities related to Thai films, such as themed film stores or offering discounts for customers who dress up as characters from the films when using services.

3. Fashion

Another prominent soft power of Thailand lies in Thai textiles, renowned for their beauty, intricacy, and unique patterns. Each fabric carries its own distinctiveness, appearing timeless despite the modern fashion trends that people now emphasize. With the creativity of the Thai people, there's a fusion of traditional Thai identity with modern trends, leaving a lasting impression on both Thai and international consumers.

Guidelines for application in business:

• Develop fashion products that showcase Thai identity, focusing on contemporary fashion trends while incorporating traditional Thai elements to create beautiful and versatile pieces suitable for everyday wear.
• Promote Thai fashion products through various media channels to increase visibility and access to international markets.
• Boost recognition of Thai fashion brands by organizing brand promotion activities or publicity campaigns across different media platforms.

4. Fighting

Thai martial art, or "Muay Thai," is indeed a significant soft power of Thailand because it can captivate people from around the world with the charm of this ancient fighting art. There are many internationally recognized Thai boxers such as Nai Khanom Tom, known as the "Father of Muay Thai," who has legendary status worldwide, or Saensak Muangsurin, known as the "Devil's Shadow," renowned for his powerful fighting style.

Guidelines for application in business:

• Establish Muay Thai camps or schools to promote learning of Muay Thai skills among the general public and produce Muay Thai-related merchandise for sale.
• Tourism businesses can organize cultural tourism packages that include Muay Thai training activities or visits to Muay Thai camps as part of the package for interested participants.
• Support Thai boxers by offering sponsorships or bringing athletes to promote brands. However, the products must align with the image of these renowned athletes.

5. Festival

Thailand boasts unique festivals and traditions that can create distinct experiences for tourists, filled with excitement, joy, and various activities reflecting the Thai way of life, such as the Songkran Festival, Loy Krathong Festival, and more.

Guidelines for application in business:

• Create one-of-a-kind experiences by blending elements of Thai culture with products and services. For example, restaurants can offer special menus for various festivals, or hotels can organize cultural tourism packages that combine cultural experiences.
• Tell captivating stories through content. Thai festivals and traditions often have interesting stories and legends that businesses can share through various media channels such as websites, social media, or videos to attract customer interest and emotional connection.
• Support local communities by purchasing products from local producers or hiring local artisans. This will enhance the brand's image by showing support for local communities and promoting sustainable practices.

In today's market, consumers aren't just looking for products or services of good quality; they seek brands that can deliver unique, innovative, and meaningful experiences. The current trend of soft power addresses this demand effectively, providing businesses with opportunities to adapt and thrive.

Increasing brand sales isn't as difficult as you might think; it's simply a matter of trusting Jenosize to take care of your business. We are a marketing, digital, and media company with expertise across various strategies. We can help your business implement various marketing strategies to boost sales. Contact us now!