What Is Soft Power?
“Soft Power” is a term commonly used in political science—especially in international relations. It refers to a nation’s ability to attract, influence, or engage others without the use of coercion or force (in contrast to “Hard Power”).
Soft Power operates through the promotion of culture, political values, and foreign policy to shape or influence public perception and behavior in other countries.
On April 19, 2022, the Thai government under Prime Minister Gen. Prayuth Chan-o-cha officially announced its plan to promote Thailand’s Soft Power through five key sectors:
Thai cuisine, fashion, film, Muay Thai, and festivals — with the goal of driving the creative economy that elevates Thai culture to the global stage.
However, many professionals in the health and wellness industry, especially Thai massage practitioners worldwide, have raised the question:
“Why has ‘Thai Massage,’ a unique healing art deeply rooted in Thai culture, not been included as one of the nation’s official Soft Power sectors?”
Thai Massage: A Heritage of Thai Wisdom
In 2019, the United Nations Educational, Scientific and Cultural Organization (UNESCO) inscribed “Traditional Thai Massage” on the Representative List of the Intangible Cultural Heritage of Humanity.
This recognition affirms globally that Thai Massage is a cultural treasure of great value — for health, the mind, and social well-being.
Thai Massage is not merely a relaxation therapy; it is an integrated medical knowledge system within traditional Thai medicine that combines anatomy, physiology, and the philosophy of life energy through the “Sen Sib” (Ten Energy Lines) — a healing wisdom passed down for over 2,500 years.
The Gap Between Policy and Practice
Although Thai Massage has gained worldwide recognition, within Thailand’s policy framework it is still categorized primarily as a health service, not a cultural instrument.
Its supervision falls under the Ministry of Public Health, rather than the Ministry of Culture or Creative Economy agencies, resulting in Thai Massage not being formally classified as part of the nation’s Soft Power sectors — despite its significant contribution to national income, tourism, and Thailand’s international image.
Economic Power and Cultural Impact Abroad
In Australia, there are currently over 1,200 registered Thai massage businesses operating legally across major states and cities, generating hundreds of millions of Australian dollars annually.
Moreover, Thai Massage serves as a “cultural gateway” introducing global communities to the essence of “Thainess” — through holistic health care, graceful service, and the Thai philosophy of balance, wellness, and mindfulness.
It’s Time to Elevate “Thai Massage” as a National Soft Power Policy
If Thailand recognizes Thai Massage as a form of Soft Power in health and culture, rather than merely a service business, the country could expand its cultural diplomacy and creative economy policies in several key ways:
- Promoting standardized Thai Massage education and certification in foreign countries
- Collaborating with Thai embassies and Thai massage associations abroad such as the Professional Thai Massage Association of Australia (PTMAA)
- Establishing a national brand identity for Thai Massage as “Thai Healing Art” to represent Thailand’s unique wellness heritage
These are the directions that the PTMAA and Thai wellness entrepreneurs worldwide can jointly advocate for — to ensure that Thai Massage is not just a profession, but a “gentle power of Thailand” that enriches both the economy and the spirit of people around the world.
Conclusion
Thai Massage may not yet be officially listed among Thailand’s top Soft Power sectors,
but in practice, it has long fulfilled that role —
serving as both a “cultural ambassador” and a “source of happiness and healing” shared from the hearts of Thai people to the world.
References
Wikipedia. (2025). Soft Power. Retrieved October 8, 2025, from https://th.wikipedia.org/wiki/ซอฟต์พาวเวอร์