04 Jul 2025
On June 17, 2025, Sasin Management Consulting (SMC) joined a high-level panel discussion titled “The Strategic Role of Research in Advancing Thailand’s Soft Power” at the Thailand Research Expo 2025. Held under the theme “RUN for Soft Power – Impactful Creative Economy, High Value Added by Research and Innovation,” the event ran from June 16–20 and convened leading scholars, researchers, and policy influencers from across the country.
Grasic Smitasiri, Consultant at Sasin Management Consulting, shared insights on leveraging research to shape and strengthen Thailand’s soft power. He emphasized the need to align academic research with national priorities, noting that evidence-based strategies are essential for transforming cultural assets into globally recognized strengths. His remarks highlighted the importance of structured policy frameworks, cross-sector collaboration, and a nuanced understanding of international audiences to build a resilient soft power ecosystem.
Other panelists included Associate Professor Pavika Sriratanaban, Ph.D. (Institute of Asian Studies, Chulalongkorn University), and Jaruwan Daengbuppha, Ph.D. (Naresuan University), with moderation by Associate Professor Chaleeda Borompichaichartkul, Ph.D. (Chulalongkorn University). Together, they offered a multi-dimensional perspective on soft power—from tourism-focused research to the cultural significance of festivals like Songkran and Loy Krathong. Both Dr. Pavika and Dr. Jaruwan shared research findings that underscored the potential of these festivals as platforms for international engagement when supported by cohesive research and cross-sectoral collaboration.
The discussion reinforced the idea that research and innovation are not just academic pursuits but strategic tools for enhancing Thailand’s global influence. It highlighted the need for clear, research-informed strategies and supportive policies that can translate cultural strengths into lasting international impact. SMC’s participation reflects its commitment to integrating strategic thinking with research-driven insights to advance Thailand’s long-term soft power goals.