SMC Participated in Thailand Research Expo 2025: The Strategic Role of Research in Advancing Thailand’s Soft Power

Sasin Management Consulting (SMC) participated in a high-level panel discussion on “The Strategic Role of Research in Advancing Thailand’s Soft Power” as part of Thailand Research Expo 2025, held under the theme “RUN for Soft Power—Impactful Creative Economy, High Value Added by Research and Innovation.” The event, which took place from June 16–20, 2025, brought together leading scholars and policy influencers from across the country to explore how research and innovation can become key drivers of national soft power.

As part of the event, Grasic Smitasiri, Consultant at SMC, joined the panel to provide strategic perspectives on how research can be effectively leveraged to shape Thailand’s soft power agenda. He emphasized the importance of aligning academic research with national priorities and highlighted how evidence-based strategies can transform cultural assets into globally recognized strengths. His insights focused on the role of structured policy frameworks, cross-sector collaboration, and a deep understanding of global audiences in building a resilient and future-oriented soft power ecosystem.

Joining him on the panel were Associate Professor Pavika Sriratanaban, Ph.D., from the Institute of Asian Studies, Chulalongkorn University; Jaruwan Daengbuppha, Ph.D., from Naresuan University; and moderator Associate Professor Chaleeda Borompichaichartkul, Ph.D., also from Chulalongkorn University. The panel discussion provided a multidimensional view of soft power, with contributions ranging from research findings in tourism to valuable insights on the role of festivals as a growing domain of Thai soft power. Both Associate Professor Pavika and Dr. Jaruwan shared key findings from their research on Songkran and Loy Krathong, emphasizing the potential of these cultural festivals to serve as strategic platforms for international engagement when supported by coherent research and cross-sectoral collaboration.

The session highlighted a shared understanding that research and innovation are not just academic tools but powerful enablers for strengthening Thailand’s global presence. It also emphasized the importance of using research to define clear strategic directions and shape supportive policies that can turn cultural strengths into meaningful global impact. SMC’s participation reflects Sasin’s continued commitment to combining strategic thinking with research-based insights to support Thailand’s long-term soft power ambitions in a sustainable and impactful way.

For more information:

• Vararat Vongprateep,  Marketing and Communications
  vararat.vongprateep@sasin.edu  หรือ 02-218-4041
• Praewthip Danwarawijitr, Marketing and Communications Coordinator
  Praewthip.Danwarawijitr@sasin.edu  หรือ 02-218-4040

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