Bangkok International Film Festival 2025 Hosts Seminar Series Showcasing Thai Cinema as a Soft Power Engine for Economic and Brand Development

Pimpaka Towira, Executive Director of "Talad Nang," revealed that one of the central elements of this year's Bangkok International Film Festival is the "Talad Nang" marketplace, which marks a crucial step in pushing the Thai film industry onto the international stage. The market will serve as a hub linking content creators with global investors and buyers, through activities spanning business negotiations, project pitching from Thai and Asian creators, and masterclasses by world-class directors and actors. All of this will strengthen both the potential and the business opportunities of Thailand's film industry. Another highlight is the seminar series, organized together with BrandThink, which features thought-provoking topics that expand perspectives on film as an economic asset and reaffirm that cinema is a future not to be overlooked.

Beyond the Screen: Thai Films and Economic Opportunities Thailand Must Seize

The first seminar, "Beyond the Screen: Thai Films and Economic Opportunities Thailand Must Seize," emphasized that cinema is more than just storytelling art. It is also a powerful economic engine that creates jobs, generates income, and builds "cultural influence" with immense national value.

M.R. Chalermchatri Yukol, former Chair of the Subcommittee on Film Industry Development at THACCA, shed light on the significance of film. "Film is not only entertainment that stirs emotions and inspires audiences. It is an industry with tremendous economic potential. From investment, employment, to diverse forms of spending, film contributes directly to communities. Thailand also offers strong incentives, such as cash rebates, that attract international filmmakers to choose the country as a filming location. With world-class infrastructure and facilities, we are highly competitive globally. Several provinces are even promoting themselves as 'film cities,' creating ecosystems tailored for filmmaking, spreading economic growth to regional areas, and building sustainable recognition for the nation."

Yongyoot Thongkongtoon, former Director of Content - Thailand at Netflix, said, "The rise of streaming platforms has played a crucial role in elevating Thai content to international standards and expanding its reach worldwide, giving audiences global access to stories told from Thai perspectives. Many Netflix Thailand productions have achieved global success, proving that Thai films and series are competitive internationally. They enhance the country's reputation and deliver tangible economic benefits. In addition, collaboration with organizations like the Creative Economy Agency (CEA) to nurture new content creators with knowledge and expertise is a key mechanism to strengthen Thailand's content industry, driving the Thai economy forward."

Isara Piamphongsant, Creative Industry Network Specialist at CEA, added, "As an agency dedicated to promoting the creative economy, CEA recognizes the film industry's potential to generate economic growth and new opportunities for Thailand, through employment, tourism, and community development. That's why we focus on support and skill development. With initiatives like the Content Lab, we equip younger generations with the ability to create distinctive, high-quality works that meet both domestic and international market demands. This will allow Thailand's content industry to achieve economic growth and compete on the global stage."

Thailand as Film Destination: When Hyper Local Content Puts Thailand on the World Cinema Map

The second seminar, "Thailand as Film Destination: When Hyper Local Content Puts Thailand on the World Cinema Map," examined Thailand's potential to attract foreign filmmakers and to boost film-induced tourism from Thai content itself. Its strength lies in hyper local storytelling, deeply rooted in culture yet told with contemporary relevance.

Anucha Boonyawatana, former President of the Thai Film Director Association, defined "hyper local" as follows. "Storytelling is the heart that allows hyper local content to be delivered authentically and sincerely to audiences, reflecting the identity and real experiences of creators. This serves as a bridge to portray local life with charm and memorability, connecting with audiences who share the same cultural roots, while also giving international viewers a new perspective on difference. To take films to the global level, creators must be open to feedback from international audiences, balancing the preservation of cultural identity with universal communication. If we succeed, Thailand's hyper local content will become a strength that draws global attention and pushes the country to become a key film destination."

Krisda Witthayakhajorndet, an executive at Be On Cloud, shared his experience in making Thai films internationally successful. "Be On Cloud strives to present Thai identity sincerely and naturally by blending local culture with contemporary narratives. This allows both Thai and foreign audiences to experience authenticity without excessive embellishment. We believe hyper local storytelling is a critical opportunity for Thai works to shine globally, as modern audiences want content that reflects real identities and communicates with honesty. At the same time, the power of fandom and social media accelerates the transformation of hyper local content into global content, achieving both domestic and international success. This benefits the wider economy and opens opportunities for multiple industries."

Thiti Srinual, director of The Undertaker and creator of the "Thai Baan" universe, said, "My goal has always been to tell Isan stories in a way that truly conveys their essence, through films that remain authentic to their roots without being overly modified. We studied and understood audiences deeply to change the perceptions of those who might have overlooked local culture, encouraging them to appreciate everyday traditions, language, lifestyles, and beliefs through film. This approach not only instills pride among Isan people, but also reveals unique charm and sincerity to audiences from other regions and countries. This is the power of hyper local content, capable of reaching global audiences and inspiring them to experience and learn about the culture firsthand."

Closing the session, Sarawut Kaewnamyen, Production Designer and CEO of Pantang Artwork Co., Ltd., said, "For creators, the challenge is transforming local elements into values that both Thai and international audiences can recognize and embrace, without stripping away identity. These elements often emerge from overlooked aspects of daily life, such as language or traditions, yet when portrayed in film, they gain a unique character and carry new meanings worth celebrating. The world has changed. Today, streaming platforms and social media allow local content to reach millions with ease. This is the opportunity for 'Thai local' to step onto the global stage and for Thailand to become a true film destination."

When Movies Move Brand Impact: The Endless Possibilities of Film-Brand Collaboration

The seminar "When Movies Move Brand Impact: The Endless Possibilities of Film-Brand Collaboration" invited audiences to see film in a new light—not only as entertainment, but also as a powerful, enduring branding tool. The discussion explored opportunities for collaboration between films and brands, as well as decoding movie marketing strategies that expand the potential of both.

Chawana Praesrisakul, Chief Strategy and Services Officer at BrandThink, said, "Film is a powerful marketing format because it reflects life, people, and experiences, allowing brands to naturally integrate into consumers' beliefs and experiences. Collaboration with films is not just about tie-ins or product placement. It's about creating 'shared value' among movies, audiences, and brands. This can foster brand love and extend into sales through campaigns and promotions. The right co-branding partnerships, along with support for spin-off content, can expand fanbases. At the same time, filmmakers must be able to 'sell beliefs' to find brands that align in vision and values."

Park Wannasiri, Chief Creative Officer of VML Thailand, added, "When brands enter film, they become a 'cultural tool' that engages audiences differently from traditional advertising. Collaborating with film enables brands to truly understand and connect with people's beliefs, while also telling their own stories, organizational cultures, or visions in depth. In the future, marketing will be involved from the scriptwriting stage, blending human-centric storytelling, and creating real experiences from films that hold even greater value. The essence of movie marketing lies in finding the balance between film and brand to maximize mutual benefit."

Roundtable: Next Chapter — The Future of Cinema in an Era of Declining Theater Screenings

The final seminar, "Roundtable: Next Chapter — The Future of Cinema in an Era of Declining Theater Screenings," gathered experts to share perspectives on the film industry's major transition as streaming becomes part of everyday life. Participants agreed that "quality remains the heart of filmmaking, whether screened in theaters or on digital platforms. What matters most is delivering emotions and experiences that resonate deeply with audiences. At the same time, modern directors must understand all aspects of production, marketing, and audience behavior to ensure their works succeed both on the big screen and in the digital world."

The discussion also highlighted that cinemas and streaming are not competitors, but complementary forces that strengthen one another. Each channel has its unique appeal and audience base, and together they can create new opportunities for the film industry in the future.

Finally, the seminar raised the important issue of "equality for filmmakers," proposing frameworks to support independent creators by giving them bargaining power and diverse platforms for their works. This would ensure that every film has the opportunity to grow fairly, contributing to the sustainable progress of the industry.

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