The director of the Thai box-office hit “Sap Pa Rer” (The Undertaker) has urged Prime Minister Srettha Thavisin and his government to support the Thai movie industry and not just watch the movie and take a group photo with his cabinet ministers.

Speaking to Thai PBS yesterday, the film’s director, Thiti Srinuan, admitted that he did not understand the meaning of “soft power” when he made the movie and, had he known about it, the movie, which has grossed more than 600 million baht at the box office, would have been shown in other countries.

He said that he hopes the government will support his next movie and Thai movies by other directors and producers, to turn Thai movies into a form of soft power to promote Thai culture among foreigners.

The prime minister’s deputy secretary-general, Chanin Rungthanakiart, said in his X post that the government is determined to support the Thai movie industry and other creative businesses as part of Thailand’s soft power to drive the economy.

He dismissed criticism that the government is taking advantage of “Sap Pa Rer” for publicity purposes, adding that the government will not just secure funding for the movie industry or promote the Thai movies, but will encourage the private sector to increase their capacity to promote soft power as a means to drive the Thai economy.

A critic said on his Facebook page “Tood’s review”, however, that he doubts that the government fully grasps the meaning of “soft power” and how to promote it.

Thai people praising and enjoying the movie will not add economic value to it in the global market or have any impact on the global movie industry, said the critic, adding that Thailand has, so far, barely done anything concrete to promote soft power. The previous administration did the same as Srettha, just showing up for a photo op with the producer and director of a movie.