Alex Albon and Thailand’s drive for success

Thailand is having a moment. A surge in popularity that is in no small part due to the country’s soft power. In 2025, the subtle influence of Thai soft power was present in high-profile films and series. The gorgeous scenery of Krabi and Trang on the Andaman Coast formed the backdrop for Jurassic World: Rebirth. On the opposite Gulf Coast, Ko Samui was the main setting for the intrigue of the fictitious resort featured in The White Lotus: Season 3. 

Soft power has also come in the form of Thai celebrities who have helped to raise Thailand’s profile on the world stage. Celebrities like Blackpink singer Lisa (who also starred as Mook in White Lotus) and Formula One racing driver Alex Albon.

What is Thailand’s soft power?
A country’s soft power is how it can influence the world through its culture. Thailand’s soft power is through various channels, including Thai food, festivals like Songkran, and sports such as Muay Thai.

Alex Albon

Born in London in 1996 to a Thai mother and British father, Alexander Albon was introduced to karting at a young age by his father. Growing up in Suffolk, young Alex demonstrated the skills and dedication that would see him accumulate a clutch of junior trophies as he steadily progressed through the motorsport ranks. In 2019, he signed for Toro Rosso, making his Formula One debut at the Australian Grand Prix. He was soon promoted to Toro Rosso’s parent team, Red Bull, and in 2020, he became the first Thai racing driver to achieve a podium finish in Formula One. Albon signed for Williams in 2022 and has established himself as the team’s leading driver. 

Alex Albon and Amazing Thailand

Speaking at an event in London hosted by the Tourism Authority of Thailand, Alex spoke about his love for Thailand. Asked to sum up what makes Thailand stand out as a destination, he replied, “It’s the people … the people make Thailand what it is. Everyone’s so kind and friendly, and I’m sure everyone who has been to Thailand knows that warm, welcoming glow you get when you arrive. I love the smell, I love the culture, I love the food.“

With his Thai heritage, Buddhism plays an important role in Alex’s life. “I love Buddhism, and in general, I feel like Buddhism’s teachings … speak to me as a human being … When I go to Thailand, I feel like I’m home.“

The racing driver has attributed part of his success to visiting a monk, and when asked how his beliefs have helped manage some of the pressures of Formula One, he replied, “It’s mostly the peace, and in some variations of meditation, keeping myself away from the busy sport that we do. So for me, we live in such a fast-paced sport. But also, even the stuff that we do outside of our sport, with all the media and the content and the marketing and the commercial sides to it, it can get quite hectic. And I think that’s where Buddhism can actually really help disconnect you from that ultra-busy, high-speed lifestyle.“

The high-octane schedule of Formula One doesn’t allow Alex to travel in Thailand as much as he would like. When he does get to visit, much of his time is spent in Bangkok catching up with family. Having spent previous Christmases in Thailand, Alex says his favourite destination is Hua Hin. 

The coastal resort is home to Monsoon Valley Wines. Red Bull co-owner Chalerm Yoovidhya founded Monsoon Valley, and the wine producer is one of Alex’s sponsors. Thailand may not be an obvious destination for wine lovers, but Monsoon Valley’s award-winning New Latitude wines are changing perceptions. Alex is collaborating with them to produce his own wine, and if you travel to Hua Hin, a trip to the scenic vineyards makes for a delightful excursion away from the beach. 

The ‘White Mouse’: Thailand’s royal racing driver

While Alex Albon is a name known to many fans of motorsport, the name Prince Bira will be less familiar. But it was this member of the Thai royal family who was the trailblazer for motor sport in Thailand. Prince Birabongse Bhanudej Bhanubandh (1914-1985) was a fascinating figure who not only raced in Formula One but was also an accomplished pilot and a sailor who competed in four Olympics.

Prince Bira was the cousin of Prince Chula Chakrabongse, the founder of the White Mouse Racing team. The team’s cars featured a white mouse mascot and were painted blue and yellow, colours which became the national racing colours of Thailand. The legacy of the racing royals lives on today with the Bira Circuit near Pattaya named after Prince Bira. And in Bangkok, you can learn more about the history of motorsports in Thailand at the lovely little White Mouse Cafe located in a quiet soi near Wat Pho and the Chao Phraya River. You can also stay at the former residence of Prince Chula, which is now the luxurious Chakrabongse Villas & Residences and is in the hands of his granddaughter, Narisa.

Bangkok targets Formula One race

At the moment, Singapore is the only country in Southeast Asia to host Formula One races. That could all change if ambitious plans to host a Grand Prix in Bangkok get the green light. In June 2025,  Thailand’s Cabinet approved a bid to host a Formula One street race in Bangkok in 2028. Although there is no guarantee that the bid will be successful, it demonstrates the ambitions of Thailand to promote itself on the global stage and boost tourism, which is an important part of the Thai economy.

If the event does go ahead, it could see F1 drivers racing on a street circuit in the Chatuchak area of the capital. It isn’t the first time a motor race has been proposed for Bangkok. Back in the days of Prince Bira and White Mouse Racing, an event was planned on a street circuit around Bangkok’s Grand Palace, but it never came to fruition with the outbreak of World War II. 

In 2010, there was a tantalising taste of what a race in Bangkok could look like when an estimated crowd of 150,00 watched Mark Webber drive a Red Bull Racing Formula One car on Ratchadamnoen Avenue as part of an event to honour King Rama IX’s 83rd birthday.

While F1 fans will be keen to see a race in Bangkok, Thailand has already proven its ability to host world-class motorsport, with the best motorcycle riders in the world travelling to Buriram in northeast Thailand for the Moto GP. If Formula One does come to Bangkok, Alex is keen that his teammate, Carlos Sainz Jr., lives up to his nickname. The Spanish driver is known as ‘Chilli’ to his friends, but ironically, is not a fan of spicy food. Alex says he wants to change that if his friend visits Bangkok to race. “I don’t think you could be called ‘Chilli’ and not eat spicy. I need to hold him accountable for his nickname!” 

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