The creative economy is one of the fastest growing sectors and a crucial driver of economic growth, contributing 8.01% of GDP.
However, empirical evidence of the relevant systemic factors and dimensions is essential if policymakers are to formulate the right strategies and policies for fostering creative industries.
The Creative Economy Agency (CEA) and the Department of Intellectual Property (DIP) are thus collaborating with the World Intellectual Property Organization (WIPO) to adopt the Creative Economy Data Model (CEDM), a comprehensive measurement instrument designed to evaluate the creative economy ecosystem.
The three parties recently organized a seminar and policy conference titled “Creative Economy Data Model: Mapping Ecosystem Potential”, bringing international experts and policymakers together to discuss the role of data in the creative economy.
In addition to exploring the application of CEDM, the aim was to design a roadmap for implementing CEDM in Thailand.
Dimiter Gantchev, WIPO Acting Director, Creative Economy Data Program, Copyright and Creative Industries Sector, explained that WIPO launched CEDM in the Philippines as the first country in the pilot phase.
Dimiter Gantchev, WIPO Acting Director
Thailand is the fourth country to benefit, with a CEDM taskforce to be set up with representatives from 4 or 5 key different stakeholders.
Gantchev added that the aim was to implement the project within the next 12 months though this would depend on several elements including the difficulty of data collection. The measurement would identify what the DIP and CEA can do to improve their creative outputs and the methods needed to ensure they are mutually relevant.
"We have requests from several countries to implement the CEDM and aim to have 12 countries in our pilot project by the end of this year," Gantchev said.
Speaking via video link, Sylvie Forbin, WIPO Deputy Director General, Copyright and Creative Industries Sector, said that gathering reliable data on the creative economy is of the utmost importance, not only to enhance recognition of the sector's significance but also to provide essential insights that support governments in formulating targeted evidence-based policies that strengthen the creative economy.
“The WIPO model is an innovative tool that incorporates economic indicators as well as social and cultural factors vital for fostering creativity. Emphasis is placed on intellectual property, which drives the transition from ideas to products and serves as a key horizontal element in the data model.
“Additionally, the model examines dynamic effects with specific inputs crucial for fostering creative outputs,” she explained.
Forbin also drew attention to the increasing importance of data as an asset in the era of AI technology.
"By focusing on data, we can create a resilient IP ecosystem in the world of emerging technology. Last month, I had opportunity to participate in the AI Action Summit in Paris where I emphasized that the WIPO human-centric approach to AI and IP ensures that AI-driven changes bring both human creativity and innovation into play.
“Developers should respect creative rights while leveraging AI to support transparency and fair competition. Transparency is also critical
in terms of clear data measurement and the reporting mechanism needed to ensure accountability,” she continued.
“To foster global cooperation, we are launching a new WIPO forum which we will use to coach participants in AI infrastructure. It allows stakeholders to come together in a safe environment to exchange and facilitate common approaches and practical solutions for navigating the new regulatory licensing and labeling requirements in emerging AI.
CEA perspectives
Kobkarn Wattanavrangkul, CEA Acting Chairperson, began her speech by saying that Thailand's creative economy is more than just industry, it is a national strength and a future.
Kobkarn Wattanavrangkul, CEA Acting Chairperson
"To ensure long-term sustainable growth, we must continue to nurture talents, foster innovation, and strengthen the industry network to build our creative economy. We need a strong foundation in policy, a robust support system, and an industry partnership like this collaboration with WIPO today".
CEA believes that WIPO is a trusted global partner in strengthening IP and creating policies worldwide.
“WIPO expertise ensures that Thailand and other nations can develop a fair, competitive and innovative ecosystem. To further strengthen our creative economy, we need a structured approach to measuring and enhancing industry potential.
CEDM will play a key role, providing a different data framework to analyze Thailand's creative ecosystem relative to other nations, identify strengths and gaps, and develop targeted policies that maximize the economy.
“By leveraging CEDM, Thailand can make informed decisions, attract investment, and create better opportunities for creative professionals, businesses, and entrepreneurs. More than just a tool, CEDM serves as a roadmap for positioning Thailand as a leader in the creative economy, driving innovation, and enhancing global competitiveness,” she said.
Dr. Chakrit Pichyangkul, CEA Executive Director, added that Thailand's content industry – film, television, digital media, and gaming – is a crucial driver of economic growth and soft power expansion.
Dr. Chakrit Pichyangkul, CEA Executive Director
Continued investment in premium content, strategic collaboration with global streaming services and international storytelling will thus be key in solidifying Thailand's role in the global entertainment industry.
In addition, CE will move forward to strengthen ecosystem by fostering more investment supporting digital transformation and connecting to the global market.
Thailand's creative economy in 2023 contributed 1.44 trillion baht in revenue, accounting for 8.01% of GDP. The top 5 creative industries by economic value are cultural tourism, Thai cuisine, fashion, advertising, and design. The industry generated a total workforce of over 962,000 people.
In 2023, the character industry (driven by the art toy boom) saw 21% growth, reaching 2.45 billion baht. Thai toy exports (including art toys) hit 8.78 billion baht, with US, Japan, and the UK key markets.
Nonetheless, Dr. Chakrit acknowledged that the results of CEDM will help CEA craft a better strategy and policy and ensure the right allocation of resources.
Rethinking IP rights
Affected significantly by digital transformation with emerging technologies, particularly generative AI, IP offices need to adapt the IP system and examine the capacity of new technologies and businesses that will be seeking IP rights.
Nusara Kanjanakul, Director General, Department of Intellectual Property, noted that the DIP is witnessing rapid transformation in the creative economy, especially in relation to digital transformation.
AI and digital platforms are reshaping the creative industry, and enabling artists, designers, and content creators to reach the global market.
At the same time, sustainability has become a key priority, with industries such as fashion, art, and design embracing eco-friendly materials and the circular economy principle.
“In moving the dynamic industry forward, it is essential to have a robust policy that supports the creative economy. It requires investment in digital infrastructure, IP protection, and economic incentives such as funding mechanisms and tax benefits for creative businesses,” Nusara said.
"Collaboration between government and private sectors, as well as international organizations, is crucial for fostering and driving the creative ecosystem. I strongly believe that the data collected and analyzed through the CEDM, will play an instrumental role in shaping our IP policy by identifying thriving creative sectors and those needing additional support. We can align our strategy with specific needs of the industry such as music, film and digital content. This will enable us to strengthen IP protection, improve infrastructure and enhance access to funding, ensuring that creators and businesses can realize their potential."
Nusara pointed out that CEDM emphasizes the significance of IP rights, particularly copyright, in encouraging creativity and innovation.
DIP can therefore define its framework to better protect the rights of creative production and promote a more sustainable creative economy.
Additionally, CEDM will help DIP adapt its policy to the digital age as AI and online platform continue to drive the digital industry.
Another key advantage of CEDM is the role it plays in facilitating an international comparison by benchmarking Thailand's creative economy against other regions.
"We can identify best practices and successful strategies that can be adapted to the Thai context. This will enhance our policy and drive competitiveness within the creative sector".
In addition to the revision of IP law, DIP is now exploring the impact of AI in the creative industries.
