BANGKOK — Despite being temporarily suspended from her duties as Prime Minister pending an ethics investigation over a leaked phone call with senior Cambodian leader Hun Sen regarding a recent border dispute, Paetongtarn Shinawatra announced she will continue working at full capacity in her role as Minister of Culture.
Her first major undertaking in this capacity will be the “SPLASH – Soft Power Forum 2025,” scheduled for July 8-11. The Thailand Creative Culture Agency (THACCA) will host the event alongside the Ministry of Culture’s Department of Cultural Promotion, the National Soft Power Strategy Committee, government agencies, private sector partners, communities, and international networks.
The forum will feature notable speakers including two former prime ministers close to Paetongtarn. Her father, Thaksin Shinawatra, is expected to make his first public appearance since the Cambodia diplomatic crisis erupted, when “close friend” Hun Sen launched a psychological war against the Paetongtarn government. Former Prime Minister Srettha Thavisin, who was removed from office by the Constitutional Court last year, will also participate.
Government spokesman Jirayu Huangsap announced on July 6 that the government invites citizens to join this comprehensive Thai soft power showcase under the theme “Thailand’s Opportunities in Creative Cultural Industries.”
The concept represents a “stream of opportunities” nurturing Thai cultural capital toward sustainable new economic growth, with 14 soft power sectors represented to showcase Thailand’s creative diversity while fostering dialogue on how cultural identity can generate sustainable value.
The forum will feature speakers and participants from across Asia, Europe, and the United States, offering four days of presentations, discussions, and networking opportunities.
Key Speaking Schedule:
- July 8, 2:00-3:30 PM: Prime Minister and Culture Minister Paetongtarn Shinawatra will deliver the opening address on “Thailand Rising: Tourism, Education and the New Soft Power Frontier”
- July 9, 1:00-2:00 PM: Former PM Thaksin Shinawatra will present his vision on “Crafting the Future: From OTOP to ThaiWORKS and Beyond”
- July 10, 12:45-1:45 PM: Former PM Srettha Thavisin will join a panel with Muay Thai superstar “Buakaw” Banchamek and Olympic gold medalist “Tennis” Panipak Wongpattanakit on “Rethinking Thai Sports in a Disruptive Era”
Six Main Exhibition Zones:
- Creative Culture Village – Interactive showcase of 14 Thai creative industries from food and film to music, fashion, and tourism, designed to engage younger audiences
- THACCA Pavilion – Knowledge center featuring strategies and tools for building Thai brands through soft power, with in-depth guidance for entrepreneurs
- Glo-Cal Networking – Business matching space connecting investors with Thai and international entrepreneurs to build global networks
- Workshop & Masterclass – Training courses under the “One Family One Soft Power (OFOS)” project, offering youth, students, and entrepreneurs direct learning opportunities with experts
- Experiential Zone – “Multisensory Mindfulness Experiences” technology exhibition engaging all five senses to convey new-age Thai soft power experiences
- Visionary Stage – Global forum stage bringing together genuine thinkers and creators to inspire the creative economy
The event will highlight how creative industries can contribute to broader economic, social, and global engagement, positioning Thai soft power as a dynamic force in international markets.
Free admission is available with advance registration at splash.thacca.go.th. The SPLASH – Soft Power Forum 2025 will run July 8-11, 10:00 AM-8:00 PM daily at Halls 1-4 of the Queen Sirikit National Convention Center.
______
