The vibrant spectacle of the Sawasdee Seoul Thai Festival 2025, held in Cheonggye Plaza, Seoul, on September 6th and 7th, 2025, represents more than just a celebration of Thai culture. It’s a calculated – and increasingly vital – component of Thailand’s proactive foreign policy, a testament to the nation’s ambition to leverage creative industries and cultural exchange as a powerful strategic tool in the 21st century. The event, drawing approximately 100,000 visitors, is just one instance of a global initiative encompassing 45 cities across 32 nations, signifying a deliberate shift in Thailand’s approach to international relations. This festival highlights a concerted effort to bolster Thailand’s ‘creative economy’ and build stronger relationships with key partners, particularly within Southeast Asia and beyond.
The festival’s origins trace back to Thailand’s recognition of the growing importance of cultural diplomacy. Following the Asian financial crisis of 1997, Thailand began prioritizing economic diversification, identifying creative industries – encompassing film, music, design, and tourism – as key drivers of growth. The Sawasdee Seoul Festival is intrinsically linked to this strategy, aiming to showcase Thailand’s dynamism and innovation to a global audience, thereby attracting investment and tourism. “Cultural diplomacy is no longer a supplementary activity, but an integral part of Thailand’s foreign policy toolkit,” stated Dr. Anya Sharma, Senior Analyst at the Southeast Asia Institute, speaking at a recent forum on Thailand’s foreign policy. “The festival provides a platform to showcase Thailand’s unique brand and build trust, ultimately contributing to economic and political stability.”
The scale of the initiative – 45 festivals worldwide – underscores the government’s commitment. The core activities during the Seoul festival reflected this strategy. Beyond the prominent Muay Thai demonstrations by world-renowned fighter Buakaw Banchamek, and performances by leading Thai artists like PROXIE and PERSES, the festival included elements designed to promote Thai tourism. Booths featuring authentic Thai cuisine, traditional crafts, and opportunities to learn about Thai cultural heritage were strategically placed to encourage engagement and future travel to Thailand. The presence of actors from the popular Thai series “GELBOYS” further amplified the festival’s appeal, demonstrating a careful understanding of global entertainment trends.
The initiative isn’t solely about entertainment; it’s interwoven with economic diplomacy. The government’s support for Thai creative industries—including the NIA and CEA—has facilitated the expansion of these sectors internationally. The festival provides a tangible demonstration of Thailand’s capabilities, offering businesses opportunities to connect with potential partners and investors. “Thailand is effectively using its cultural assets as a currency in international trade,” explained Professor Kenji Tanaka, a specialist in Asian economic diplomacy at Tokyo University. “The Sawasdee Seoul Festival demonstrates a smart and adaptable approach, moving beyond traditional aid or trade agreements to foster genuine relationships built on mutual respect and shared values.”
Looking ahead, the continued success of the Sawasdee Seoul Festival, and the broader global network, will be pivotal. Within the next 6 months, we can expect to see further expansion of these festivals, potentially focusing on key sectors like sustainable tourism and digital innovation. Long-term, over the next 5-10 years, Thailand’s approach could shape a new paradigm for Southeast Asian engagement. The ability to strategically leverage cultural assets—combined with robust economic policies—will be crucial for Thailand’s continued role in regional and global affairs. The success of the 2025 festival signals a powerful shift, suggesting that cultural diplomacy, when implemented strategically, can genuinely impact a nation’s geopolitical standing. This demonstrates a key element in Thailand’s proactive foreign policy – a calculated investment in building sustainable relationships through shared cultural experiences.