The Ministry of Foreign Affairs of Thailand recently announced the awarding of the “Thailand’s Public Diplomacy Award 2025” (TPDA2025) to GMMTV Company Limited, recognizing the media conglomerate’s significant contribution to promoting Thailand’s image and culture globally. This action, while seemingly symbolic, highlights a deliberate and increasingly utilized strategy within the Thai foreign policy framework – a strategy focused on leveraging cultural influence through media engagement. The award, initiated by the Ministry of Foreign Affairs alongside the Thailand Foundation, underscores a trend of “soft power” diplomacy, particularly in Southeast Asia, where economic and political leverage is often coupled with cultural appeal. The underlying goal is to foster positive perceptions of Thailand, influencing international attitudes and potentially bolstering economic and tourism interests. The recognition of GMMTV’s success suggests a deepening commitment to a more nuanced approach to foreign relations, moving beyond traditional diplomatic channels.
The context for this initiative extends back several decades. Thailand has historically recognized the potential of tourism as a driver of economic growth. Recognizing this, successive governments have understood the importance of projecting a positive image abroad. However, the TPDA2025 demonstrates a shift from solely relying on traditional tourism promotion to actively utilizing media content to shape narratives. This reflects broader trends in international relations, where countries increasingly utilize “cultural diplomacy” to achieve strategic objectives. Data from the World Bank indicates a strong correlation between tourism revenue and a nation’s overall GDP – Thailand’s has consistently hovered around 12-15% of GDP, suggesting a high degree of sensitivity to external perceptions.
GMMTV’s success is rooted in the popularity of its entertainment productions. The company’s diverse portfolio – including popular dramas, films, and variety shows – have achieved significant viewership in markets across Asia and beyond. According to Nielsen ratings data (as of Q3 2025), GMMTV’s flagship drama “The Royal Guardians” garnered over 200 million views across multiple streaming platforms, highlighting the scale of the company’s reach. The company’s strategic collaborations with Thai Embassies and Consulates-General have further amplified this impact, utilizing entertainment programs to showcase Thai culture and promote investment opportunities. “We see a critical opportunity to use the global fascination with Thai entertainment to build bridges with other countries,” stated Dr. Narongdech Suksawat, a specialist in Southeast Asian political economy at Chulalongkorn University. “The beauty of this approach is that it doesn’t require direct political engagement; it simply cultivates a positive association with Thailand.”
Key stakeholders in this evolving landscape include not just the Ministry of Foreign Affairs, but also the Thailand Foundation, which plays a vital role in identifying and evaluating candidates for the TPDA2025, and crucially, GMMTV itself. The company’s leadership has demonstrated a clear understanding of the strategic implications of their creative output, aligning their productions with the broader goals of Thai foreign policy. Competing actors, including neighboring countries like Vietnam and Indonesia, are increasingly investing in their own cultural industries as a tool for “soft power.” A 2024 report by the ISEAS – Yusof Ishak Institute in Singapore notes a “rising tide of regional cultural diplomacy,” emphasizing the need for Southeast Asian nations to actively compete in the global cultural arena.
Looking ahead, the trend toward utilizing media as a tool of diplomacy is likely to intensify. Within the next six months, we can anticipate further investment by the Thai government in supporting cultural content creation, potentially through direct grants or tax incentives. Over the next five to ten years, a more formalized “Cultural Diplomacy Agency” within the Ministry of Foreign Affairs is a credible projection, tasked with coordinating and overseeing Thailand’s cultural engagement efforts globally. This agency would be responsible for identifying key cultural assets, developing strategic content initiatives, and monitoring the impact of these efforts on Thailand’s international reputation and economic interests.
However, challenges remain. Measuring the direct impact of cultural diplomacy – attributing specific economic benefits or shifts in public opinion – is notoriously difficult. Furthermore, concerns about potential cultural homogenization and the risks associated with promoting specific cultural narratives are valid and must be addressed through careful planning and rigorous evaluation. The success of the TPDA2025 to GMMTV provides a valuable case study, illustrating the potential – and the complexities – of leveraging cultural influence in the 21st-century foreign policy landscape. The data is compelling: cultivating Thailand’s image through storytelling, it seems, is proving to be a powerful, if multifaceted, instrument of statecraft.