Chulalongkorn Researchers Unveil a ‘Songkran New Narrative’ to Elevate Thailand’s Soft Power 

Chulalongkorn University, through its Institute of Asian Studies, in collaboration with the Office of National Higher Education Science Research and Innovation Policy Council (NXPO), held a seminar to present the findings of the research project titled “Developing and Elevating Thailand’s Songkran Festival into a Global Festival to Promote Thailand’s Soft Power.” The event took place on Wednesday, September 10, 2025, at the Chula Social Innovation Hub, Visid Prachuabmoh Building. 

Assoc. Prof. Dr. Pavika Sriratanaban, Director of the Asian Studies Institute and head of the research project, led a multidisciplinary team from the Faculty of Fine and Applied Arts, Faculty of Communication Arts, Faculty of Arts, Faculty of Political Science, Faculty of Commerce and Accountancy, the Thai Studies Institute, and the Social Research Institute. The project was funded by NXPO and conducted from September 2024 to October 2025. 

The research team held a seminar to disseminate their findings under the concept of “Songkran New Narrative”—a fresh perspective on Songkran that is little known to the public. This new narrative seeks to reframe Songkran as a shared cultural festival of Asia by connecting values, beliefs, and contemporary relevance through a creative design thinking process, focusing on three main dimensions: Knowledge, Authenticity, and Sustainability. 

This study creates a new storytelling approach that diverges from conventional views, revealing that Songkran is not just a festive water-splashing event. It is deeply rooted in temporal, cosmological, and cultural heritage aspects that link Thailand with other Asian nations. 

A key process in the research involved decoding traditional symbols and rituals—such as purity, water bowls, sand pagodas, flowers, mythical Nagas, and auspicious animals. These symbols were reinterpreted and used as inspiration for creative designs in two key areas:

• Creative products – including fashion items, perfumes, souvenirs, and the “Nong Nak” water gun.
• Exhibition design – including a virtual exhibition, the animated series “Songkran Stories”, and the video documentary “100 Years of Songkran Beauty.” 

From this foundation, the research expanded the understanding of Songkran from a local tradition to a Shared Cultural Route—a cultural connection that links Thailand with other Southeast Asian nations. The concept aims to promote Songkran as a Global Festival through public communication and the development of a Festival Ecosystem that supports international exchange. It also emphasizes engaging multiple stakeholders to foster collaboration among government sectors, private enterprises, and communities, ensuring the sustainable growth of the festival. 

This research is not a retelling of the old Songkran story, but rather the creation of a new perspective, “Songkran New Narrative,” that not only reflects its traditional religious, familial, and communal dimensions, but also reinterprets them as part of Thailand’s soft power. This is achieved through digital cultural media and creative product development—enabling Songkran to become a festival that reflects Asia’s shared heritage and possesses the potential to evolve into a world-class cultural celebration. 

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