China’s Soft Power in Thailand: Media and Public Diplomacy Perspectives

Abstract

In the context of globalization, soft power has emerged as a crucial component of a nation’s comprehensive strength, with external communication serving as a vital conduit for its enhancement. As a strategically important neighbor sharing extensive cultural, economic, and political ties with China, Thailand presents a significant case study for analyzing soft power dynamics. Examining China’s soft power projection in Thailand through the lens of external communication holds particular relevance for strengthening bilateral cooperation, expanding regional leadership, and cultivating a constructive international image. However, current efforts to enhance Chinese soft power in the Thai context face multifaceted challenges. This study conducts a systematic analysis of these obstacles while proposing evidence-based strategies, aiming to contribute both theoretical frameworks and actionable recommendations for optimizing China’s soft power deployment in Thailand.