Klíčové aspekty thajské měkké síly a mezinárodní postavení Thajska

In contemporary international relations, the importance of soft power is growing as a tool for advancing national interests through attraction rather than coercion. This concept is particularly relevant for states that do not possess dominant military or economic power, such as Thailand, and therefore rely on cultural sources of influence. The aim of this thesis is to explain the processes and cultural resources through which Thailand is shaping its international standing in the period 2020–2025. The thesis employs a qualitative approach based on a ‘results-to-processes’ logic. It takes existing international soft power indices as its starting point and analyses key cultural dimensions, specifically Muay Thai, gastronomy, tourism, pop culture and the creative industries, and traditional arts and dance. The results show that Thailand’s soft power is shaped by a combination of these interconnected areas. Gastronomy and Muay Thai demonstrate the highest effectiveness thanks to a combination of daily contact with foreign audiences and strong institutional support. Meanwhile, traditional arts and dance lack the required global reach, and the creative industries lack a comprehensive institutional framework. The findings confirm that soft power is not a static indicator, but a dynamic process based on the interaction between cultural resources, state support and their reception in the international environment. It is therefore precisely the qualitative analysis of cultural processes that allows for a better understanding of the mechanisms underpinning Thailand’s international standing.