During a recent seminar in Khon Kaen, Dr. Yupa announced strategies to propel Thai cultural products and content. Initiatives include promoting domestic films at worldwide festivals and developing skilled negotiators to market Thai films internationally.

The ministry's initiatives have already seen remarkable success, with impressive revenue generated at various global film events:

• Cannes Film Festival – 1.99 billion baht
• Beijing International Film Festival – 1.98 billion baht
• Hong Kong International Film & TV Market – 1.38 billion baht
• Tokyo International Film Festival – 500 million baht
• Hong Kong International Film Festival – 93 million baht
• Shanghai International Film Festival – 5 million baht

The ministry's comprehensive plan for 2023-2027 will target diverse areas such as food, film, fashion, martial arts, festivals, the arts, beliefs, and sacred objects. Research into successful international soft power tactics will inform market strategies, and there will be an emphasis on training personnel to advance Thai soft power.

Dr. Yupa also mentioned that the ministry supports government policies to promote soft power across 11 key sectors, including fashion, literature, screen media, food, design, tourism, gaming, music, visual arts, and sports. These collective efforts are directed at strengthening Thailand's cultural and economic influence globally through strategic soft power initiatives.