The Customization: the art of chillax living to Thai soft power

Abstract

ABSTRACT

This academic article aims to propose concepts, approaches, and example models to promote Thai society in creating soft power that aligns with Thailand's identity. The study employs a qualitative approach, literature review, theoretical frameworks, and investigating the field studies of case examples in South Korea. These findings are analyzed and compared, leading to the formulation of a concept for developing soft power suitable to Thailand's unique identity. By studying the leading nations often have a rigid cultural identity, which is a key factor in their development. In contrast, Thai society is characterized by a more relaxed and easygoing culture. Therefore, Thailand should not simply emulate the development paths of leading nations. Instead, Thai society should adopt new ideas that align with its unique social personality, such as work-life balance, Work 3.0, happiness as a KPI, and an adaptive culture. This article proposes 'The Customization' concept as a main strategy for fostering new social soft powers. This strategy includes four crucial ideas: empowering individual choices and freedom, embracing multiculturalism and diverse beliefs, integrating multiple cultures to generate new concepts, and emphasizing the positive values and humor inherent in Thai culture. By following these guidelines, Thailand can create innovative designs, services, and industries.