Thailand is a true master of ‘soft power’
From pygmy hippos to our favorite pop stars, Thai culture is all around us
The recent popularity of Moo Deng, BLACKPINK's Lisa, and Thai cuisine has boosted Thailand's cultural influence on a global scale.
Photo illustration by Ryan Quan
Words by Anjana Pawa
Thailand's always been cool to me, at least as a 1.5-generation Thai American. Growing up, it felt like a secret superpower I held—having access to a freshly made papaya salad at home (made by the loving hands of my mother), or being able to take a getaway to the best place on Earth every once in a while to visit family. Lately, it feels like the rest of the world is slowly catching on. Thailand has become a top destination on many people’s summer vacation lists, collecting social accolades on all cultural fronts from viral pop culture sensations, including baby pygmy hippos and popstars, to Michelin stars on street carts and rooftops. Thailand’s rise in soft power is cementing the country’s place as a global cultural force.
Soft power, a term coined by Joseph Nye in the post-Cold War era, is about gaining global influence through attraction—through means of culture and tradition, rather than military force. Thailand has mastered the art of gaining soft power over the past decade, slowly following in the footsteps of South Korea’s rise into the global cultural sphere. One of the most exciting examples of this is Lisa, of BLACKPINK fame, who is originally from Thailand.
K-pop has always been popular in Thailand. It’s been a major cultural import for years, with Thai fans among the most passionate in the world, and K-pop groups visiting Bangkok on every tour stop. So when Lisa debuted as part of BLACKPINK, it was a big deal to Thai audiences. Lisa wasn’t just another K-pop idol—she was our K-pop idol. She isn’t alone, either. Thai idols have been making waves in K-pop for years. There’s Ten from NCT, and Bambam from GOT7, who are both equally loved and admired by fans and have drawn eyes to the country and its arts.
But Lisa’s success has been especially monumental. Her solo debut, “Lalisa,” wasn’t just a global hit, it was a cultural celebration for her. The music video included elements of traditional dance and custom costumes by Thai designers. These details highlighted her roots to a global audience of millions. And her influence on these millions is no joke—when Lisa casually mentioned her love for a specific street vendor in Buriram, fans turned the local food stand into a tourist attraction almost overnight. Furthermore, fans and collectors have not been able to get their hands on POPMART’s Labubu toy since Lisa mentioned her love for the cute creature and placed one on her designer bag. She’s even got her own elusive and luxurious Erewhon drink, a $20 Thai iced tea.
Thai culture across several mediums is celebrated, not just in music. Thai cinema has been making waves for years, particularly in the horror genre, where many films have gained a cult following. Muay Thai is a celebrated sport, and now a popular fitness activity for people all around the world. More recently, Thai television, especially Boys’ Love (BL) dramas, has built a loyal global following. Shows like 2gether: The Series and Bad Buddy resonate with younger audiences, especially those seeking LGBTQ+ representation. Thailand has long been seen as a LGBTQ+-friendly travel destination within Southeast Asia and as of last year, it is the third country in Asia to legalize gay marriage. The law went into effect Jan. 23, expanding the country’s status as a safe haven for LGBTQ+ individuals.
Government policies and initiatives also boost Thailand’s soft power in a more direct way. The Global Thai Restaurant Program has supported thousands of Thai restaurants worldwide, allowing the flavors and traditions of Thailand to travel far beyond its borders. Rather than simply bringing people to Thailand to experience the country within its borders, the goal of the program is to spread Thailand to the world, allowing people to experience Thai culture from wherever they are. This effort to globalize Thai cuisine has made it a key part of the soft power strategy. Pad thai, tom yum, and satay are now dinner staples in households across the globe, not just in Thai households.
Some of this meteoric rise to power has been natural and algorithmic, like through viral moments online that lead to global fame. Moo Deng—a baby pygmy hippo born at the Khao Kheow Open Zoo in Chonburi, Thailand—has gone from becoming a viral sensation thanks to her playful, chaotic energy, to becoming a global icon. Not only is the animal’s face plastered across advertisements and billboards across the country, the lines at the zoo to see her are longer than any the zoo has ever seen. She’s even become the mascot for Cha Tra Mue, one of Thailand’s most beloved tea brands, combining two things the country holds dear: an adorable, slippery baby hippo, and the sweet comfort of Thai iced tea. Online, she’s a phenomenon. Bowen Yang even portrayed her in an SNL skit.
Looking forward, Bangkok was just named Time Out Magazine’s second best city (ranked by many factors, but a key factor being livability) in 2025, and it’s clear the world is recognizing the global impact and lush cultural history of Thailand. Bangkok has long been a growing economic hub, but its rise to the top of the global rankings further solidifies Thailand’s growing influence. And, with The White Lotus choosing Thailand as its next destination resort, the world is about to get an even closer look at the multitudes of the country’s offerings—whether it be lush jungles and opulent resorts, or culinary and cultural complexities woven by centuries-old traditions.
Published on February 10, 2025
Words by Anjana Pawa
Anjana Pawa is a Brooklyn-based culture reporter who regularly covers music, entertainment and beauty. You can find her on Twitter at @apawawrites.
Photography by Ryan Quan
Ryan Quan is the Social Media Editor for JoySauce. This queer, half-Chinese, half-Filipino writer and graphic designer loves everything related to music, creative nonfiction, and art. Based in Brooklyn, he spends most of his time dancing to hyperpop and accidentally falling asleep on the subway. Follow him on Instagram at @ryanquans.