On 26 February 2025, H.E. Mr. Maris Sangiampongsa, Minister of Foreign Affairs of Thailand, presided over the launching of the “Thai Festival: Creative Pulse – The Pulse of Tradition, the Pulse of Tomorrow,” to promote Thai creative industries at the global level. The event was attended by representatives from Sub-Committees under the National Soft Power Development Committee and key line agencies, including the Ministry of Culture, Public Relations Department, Department of International Trade Promotion, Strategic Transformation Office, Tourism Authority of Thailand, and Creative Economy Agency. Many of these partner agencies are set to compliment the modern and innovative Thai Festivals in 45 cities across the world this year.

Thai Festival is an excellent platform in promoting Thai products, services and innovations to international markets with a view to connect Thai entrepreneurs to potential markets across continents. Thai creative industries, presented at Thai Festival, will be showcased to international audiences, promoting business opportunities in related industries. It is also the perfect venue to advance Thailand’s image and status worldwide.

Building on over 30 years of presenting Thai rich cultural heritage and “Thainess,” the Ministry of Foreign Affairs has rebranded Thai Festival to reflect a more modern, innovative, creative and sustainable Thailand. In 2025, “Creative Pulse” will conceptualize the new Thai Festival organized under the theme "Thailand’s Creative Economy," symbolizing how Thai creativity, deeply rooted in our culture, continues to evolve along with global pulse.

Among the 45 Thai Festivals organized in 32 countries, 6 venues will be designated as the 6 Flagship Thai Festivals, namely Washington D.C., Beijing, New Delhi, Hanoi, Riyadh and Paris. Apart from the 6 Flagships, Thai Festivals will also be held in numbers of prominent cities, namely Tokyo, Seoul, London, Moscow, Canberra, Shanghai, Kunming and Taipei.

In organizing Thai Festival this year, the Ministry of Foreign Affairs will partner with different creative industries’ Sub-Committee under the National Soft Power Development Committee, including music, sports, food, films & series, and wellness, as well as the Ministry of Culture, the Ministry of Commerce, Public Relations Department, Tourism Authority of Thailand, and Creative Economy Agency. With full-fledged cooperation and integration among all agencies, industries and sectors involved, Thai Festival will surely elevate the Thai soft power and creative industries to new heights, ensuring our visibility on the global radar screen.