Cannes, France - Thailand has made a bold statement at the 2025 Cannes Film Festival by officially unveiling a new force designed to help strengthen the country’s efforts to be one of the global hubs of creativity.
The Thailand Creative Culture Agency (THACCA), which is being showcased at Cannes, is described as its dynamic new engine for creative industries and soft power.
With a unified front comprising related government bodies and the vibrant private sector, Thailand is strategically positioning itself to capture the attention of the global stage and transform into a formidable creative powerhouse.
Spearheading this initiative is the Thai delegation led by Culture Minister Sudawan Wangsuphakijkosol and Surapong Suebwonglee, Deputy Chief of the Policy Advisory Board to the Prime Minister and Chairman of the National Soft Power Development Committee.
Photo: Surapong Suebwonglee (R)
Their presence is amplified by key representatives from leading Thai movie studios, innovative creative houses, and the influential Ministries of Tourism and Sports, and Commerce, signaling a cohesive national strategy.
Born from the vision of the National Soft Power Strategy Committee and currently operating under its subcommittees, THACCA is the newly established national agency with a mandate to cultivate and propel 14 diverse creative sectors.
These range from the captivating worlds of film and music to the intricate artistry of design, the burgeoning field of wellness, the immersive realm of games, and the dynamic industry of fashion.
The THACCA Act, which will formalize the agency’s structure and solidify its operational framework, is anticipated by 2027. Promoting soft power is often described as the major agenda of the Paetongtarn government.
During the prestigious festival, Surapong articulated THACCA’s ambitious mission with clarity and conviction: “This is more than just crafting policy—it’s about strategically positioning Thailand as a significant and influential player within the global creative industries.”
He then highlighted THACCA’s key strategic initiatives for 2025, including a substantial 200-million-baht production grant designed to fuel the creation of compelling Thai films, engaging series, captivating animations, and insightful documentaries.
Furthermore, a 10-million-baht Development Fund will nurture the genesis of original intellectual property and the refinement of innovative concepts, while another 10-million-baht Short Film Grant will empower emerging Thai filmmakers with the resources to reach international audiences.
Demonstrating a tangible commitment to elevating Thailand’s international presence, THACCA has brought a delegation of promising local talent and productions to the Cannes event.
This includes facilitating business matching opportunities for six funded projects, providing a platform for five producers within the Producers Network, and showcasing five distinctive short films to garner global exposure.
At the bustling “Marché du Film,” one of the world’s premier movie markets, Thailand has established a strong foothold with the presence of 12 prominent movie studios, namely industry stalwarts such as Film Frame Productions, GDH 559, Kantana Motion Pictures, M Pictures, Mono Streaming, Night Edge Pictures, Plabplabla, Sahamongkolfilm International, the innovative The Monk Studios, Teer-Fah Studios, the creative powerhouse of Waka Creative, and the talent-driven Idol Factory.
Their collective presence underscores the depth and breadth of Thailand’s filmmaking capabilities.
Simultaneously, while championing local talent on the international stage, Thailand is actively enhancing its appeal as a prime destination for international productions.
This is bolstered by attractive incentives, including cash rebates of up to 30% for international film shoots, and a robust, world-class production infrastructure encompassing state-of-the-art studios, advanced post-production facilities, cutting-edge VFX houses, and renowned animation studios like Kantana, White Light, and The Monk.
Under the guidance of Chalermchatri “Adam” Yukol, THACCA is strategically forging production treaties and cultivating vital networks through dedicated regional representatives in key territories including Europe, Asia, and the Middle East, fostering international collaboration and exchange.
The iconic Bangkok International Film Festival is poised for a grand relaunch in 2026 under the dynamic leadership of Donsaron Kovitvanitcha.
The revitalized festival will feature a diverse selection of global cinema, provide crucial industry platforms, and forge strong connections between local talent and communities, promising a significant boost to Thailand's film landscape.
According to the government, “THACCA is strategically positioned to become the essential bridge connecting Thailand’s rich and unique cultural identity with the vast and dynamic global entertainment market.”
By offering streamlined access, crucial funding, strategic partnerships, and a wealth of talent, THACCA is extending an open invitation to creators worldwide to collaborate and discover the immense potential within Thailand’s creative ecosystem.
