Entertainment Thailand Unveils Creative Powerhouse THACCA at Cannes Film Festival

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In a bold move at the 2025 Cannes Film Festival, Thailand has launched the Thailand Creative Culture Agency (THACCA), an initiative aimed at positioning the country as a global hub for creative industries and soft power. THACCA is showcased as a dynamic force driving growth in fields from film and music to design and wellness.

 

The Thai delegation at Cannes, led by Culture Minister Sudawan Wangsuphakijkosol and Surapong Suebwonglee, Deputy Chief of the Policy Advisory Board to the Prime Minister, signifies a unified national strategy. This includes support from major Thai studios and ministries, aligning government and private sector efforts.

 

THACCA, born from the National Soft Power Strategy Committee, currently operates under its subcommittees and aims to cultivate 14 creative sectors. The agency’s framework will be formalized with the THACCA Act by 2027, reflecting the Paetongtarn government's focus on promoting soft power.

 

Surapong articulated THACCA’s mission at Cannes, emphasising the strategic positioning of Thailand within the global creative scene. For 2025, THACCA has outlined initiatives like a 200-million-baht production grant to encourage Thai filmmakers, and a series of development funds to foster new intellectual properties and support emerging talents.

 

At Cannes, Thailand's presence is strong with 12 leading movie studios, including GDH 559 and Sahamongkolfilm International. THACCA has facilitated business opportunities and showcased promising Thai short films to a global audience.

 

Thailand is also enhancing its appeal for international productions, offering incentives such as up to 30% cash rebates for foreign shoots. The country's infrastructure, with state-of-the-art studios and renowned animation facilities, supports this effort.

 

Led by Chalermchatri “Adam” Yukol, THACCA is establishing production treaties and vital networks in Europe, Asia, and the Middle East. The Bangkok International Film Festival is set for a grand relaunch in 2026, under Donsaron Kovitvanitcha's leadership, aiming to spotlight global cinema and boost local film industry connections.

 

THACCA's formation is seen by the government as essential in connecting Thailand’s cultural identity with the global entertainment market, inviting collaboration and showcasing the country's creative potential worldwide.

 

  Adapted by ASEAN Now from Thai PBS 2025-05-16