The Commerce Ministry of Thailand hosted an event titled "Thai Night" at the Cannes Film Festival, aimed at enhancing the international image of the Thai entertainment industry and fostering partnerships worldwide.

Sunanta Kangvalkulkij, the director-general of the Department of International Trade Promotion (DITP), emphasized on Friday the event's role in highlighting Thailand’s cultural contributions and creative potential.

Thailand's film industry has seen significant growth, characterized by improving production capabilities and increased participation in international film festivals.

The local market reportedly holds a 50% share, indicating a balanced competitiveness with foreign films.

According to Kangvalkulkij, the event provides a platform to showcase Thai culture and identity, while simultaneously creating opportunities for Thai entrepreneurs to connect with international buyers and investors.

The aim is to promote sustainable growth within Thailand's film sector.

The initiative also supports the development of Thailand's creative industries, establishing a channel for the promotion of Thai culture and soft power on a global scale.

At the event, representatives from Thailand's film sector engaged in business matching activities, fostering connections with international film executives.

Additionally, traditional Thai cuisine was highlighted under the “Thai SELECT” label, showcasing the unique identity and international recognition of Thai food as a soft power asset.

This multifaceted approach underscores Thailand’s commitment to leveraging its cultural assets in the global marketplace.