The Ministry of Commerce has aimed high, with an ambitious plan to promote and market eleven “soft power” sectors, which are expected to create 20 million jobs for Thais and about 4 trillion baht in annual income, claimed Commerce Minister Phumtham Wechayachai at a soft power forum today.

The 11 sectors are tourism, festivals, sports, food, movies, music, arts, books, games, fashion and designs.

In a bid to achieve this ambitious goal, Phumtham said the Department of International Trade Promotion will lead Thai business delegations to participate in overseas trade exhibitions, such as the Asian Content & Film Market in South Korea, the TIFFCOM in Japan and the Anuga trade fair for food and beverages in Germany.

He said that these events will provide an opportunity for Thai businesses to showcase their soft power, which will help to increase Thai exports of their products.

Paetongtarn Shinawatra, chair of the National Soft Power Development Committee, said that soft power will become an important vehicle to drive the Thai economy and cultures to recognition in the international community, which will ultimately lead to major changes in the Thai business sector.

OTOP products, Thai food, Thai chefs and Thai fashion will be promoted to international recognition and then exported, she said.