On April 1, 2025, Sasin Management Consulting (SMC) took part in Songkran in Bloom – Celebrating Shared Roots and Heritage, held at Museum Siam and organized by the Institute of Asian Studies, Chulalongkorn University. As part of the event, SMC contributed to a panel discussion titled “Bridging the Gap – Songkran as a Global Festival.” The session featured Associate Professor Krittinee Nuttavuthisit, Ph.D., a leading expert in marketing and consumer behavior at Sasin, and Grasic Smitasiri, Consultant at SMC. It was moderated by Pongporn Jumruswittayawong, SMC Senior Analyst. The panel explored key challenges that have limited Songkran’s global recognition, along with opportunities to position the festival on the international stage. SMC shared insights on effectively engaging global audiences and offered recommendations on strategic policy design and long-term direction. Associate Professor Krittinee provided marketing perspectives and strategies to enhance Songkran’s international appeal. The session offered valuable insights into Thailand’s soft power strategy, emphasizing the importance of a structured, strategic approach to positioning Songkran as a world-class cultural event. SMC’s involvement reflects its deep expertise in tourism, festival development, and the MICE industry—highlighting its commitment to shaping Thailand’s cultural and economic presence globally.