Made in Thailand: Experience the soft power of Thailand

The White Lotus Season 3 introduced the classic Thai song, Made in Thailand, to the wider world. Already a much-loved tune in Thailand, the 1984 hit by Carabao received a new lease of life following the airing of The White Lotus. Made in Thailand and The White Lotus neatly sum up the soft power of Thailand. 

What is soft power?
When people talk about a nation’s soft power, they refer to how a country can influence the outside world through its culture. That can be through sport, music, food, and other cultural exports.

Although people in the West may not be so familiar with Carabao’s music, there’s a good chance they have heard of the Carabao energy drink. That is thanks largely to the sponsorship of English football’s League Cup competition, the Carabao Cup. 

The opening episode of The White Lotus not only featured Made In Thailand by Carabao, but also saw the acting debut of another Thai superstar,  Lalisa Manobal, who played the role of hotel employee, Mook. Better known as Lisa from K-pop sensations Blackpink, the young woman from Northeast Thailand epitomises soft power. Born and raised in Buriram, Lisa has shown how proud she is of her Thai heritage and raised the profile of Thailand amongst a younger generation of international travellers. Via her massive worldwide social media following, Lisa has also introduced millions of people to her favourite Thai dishes and shown how important soft power can be. 

Thailand’s soft power

The Thai government and tourism industry recognise the importance of the country’s soft power. In a concerted effort to boost Thailand’s economy, Thai authorities earmarked soft power through the so-called 5 F’s: Food, Festival, Film, Fight, Fashion. Along with sustainability, these are the cornerstones being targeted by Tourism Thailand. 

Food

Eating Thai food is one of the many joys of travelling in Thailand. Although dishes like pad Thai and green curry are well-known outside of Thailand, there is so much more to Thai cuisine. From street food to Michelin-rated restaurants, Thailand is foodie heaven.

It doesn’t matter what part of Thailand you are travelling to, each region has its own distinct cuisine, making this one of the best countries in the world for travellers who enjoy their food. 

• Eat your way around Thailand
• 9 must-try Southern Thai dishes
• 9 must-try Northern Thai dishes

Thai singers promote Thai food
Lisa from Blackpink isn’t the only famous Thai singer to promote Thai food. When rapper Milli became the first Thai solo artist to perform at Coachella, she celebrated by eating mango and sticky rice on stage. This not only made headlines but also created a massive surge in demand in Thailand for this traditional dessert. The response was so strong that the Thai authorities pushed for a listing as UNESCO Intangible Culinary Heritage.

Festival

Thailand’s rich heritage, combined with the Thai verve for life, means there is hardly a month that goes by without seeing at least one colourful festival. Some are held locally, like the wonderful Chiang Mai Flower Festival in North Thailand, while other events, like Songkran (the traditional Thai New Year Water Festival), are celebrated with gusto nationwide.

Thai people are welcoming hosts, and the spirit of sanuk ensures that everybody is welcome at the various festivals across the country.  

15 of the most colourful festivals in Thailand

Film

The success of The White Lotus has introduced a new generation to the wonders of Thailand. The Emmy Award-winning series showcased the beauty and diversity of Thailand and reinforced the country’s status as a preferred filming location.

Thailand has a long history of movies shot in the kingdom, with standout examples including The Man with the Golden Gun starring Roger Moore and The Beach featuring a young Leonardo DiCaprio. 

Famous movies and shows like The White Lotus have inspired people to travel to Thailand and helped boost the local economy. This trend has been described as ‘set-jetting.’ A spin on the term ‘jet setters,’ the phenomenon of set-jetting is when travellers are drawn to destinations featured in movies and TV shows.

While the increase in visitors can be a welcome boon for local economies, there is a balance. This was seen in Thailand with the success of The Beach. The DiCaprio effect resulted in a massive — and ultimately unsustainable — increase in the number of visitors to Maya Bay. 

40 of the best movies filmed in Thailand

Fight

Muay Thai (Thai boxing) is Thailand’s national sport and deeply ingrained in Thai culture. Whether you are a fight fan or not, there is something spiritual about the pre-fight routines and the accompanying music. This is a sport where respect is paramount. Not just respect to the opponent, but respect to the trainers and parents who helped the fighters get where they are.

Dubbed the ‘art of the eight limbs’, Muay Thai has become more popular in the West in recent years. This has resulted in an increase in the number of  Muay Thai gyms being opened, not just in Thailand, but locations around the world. And for anyone interested in training Muay Thai in the spiritual homeland of the sport, it’s now possible to get a special visa to cover that (see the Destination Thailand Visa information below). 

Fashion

Thai fashion is undergoing a resurgence. There are various reasons for this, including a hit 2018 Thai series called Love Destiny. The historical love story prompted interest among the younger Thai generations, with many dressing up in traditional costumes to visit locations featured in the show. The trend was adopted by Asian visitors to Thailand and, more recently, by Western visitors. At famous tourist attractions like Wat Arun in Bangkok and various locations around Chiang Mai, you can hire traditional costumes along with a photographer who will capture all the shots for you. 

It would be remiss not to again mention Thailand’s soft power dynamo, Lisa. When she wore a traditional Thai sarong to visit Ayutthaya Historical Park and posted images on her Instagram account, sales for this item of clothing soared. 

Visitors can support local artisans by purchasing items made in Thailand. A hallmark of quality is the OTOP products, which showcase items like Thai silk. Even the humble ‘elephant pants’ have seen a resurgence in popularity with Thai people. The baggy lightweight trousers with the elephant print design were once synonymous with overseas backpackers, but that has changed. They are the ultimate comfort wear for the hot climate, but to get better quality over their cheaper counterparts, look for the label, which says ‘Made in Thailand.’ 

Destination Thailand

Visitors who would like to learn more about Thai culture can apply for a long-term visa known as the Destination Thailand Visa (DTV). This visa includes several soft-power categories, including Thai cooking and Muay Thai. See the information below and the official Thai evisa website for full details on how to apply and the financial requirements needed.

You may also enjoy: