บทบาทของนโยบายส่งเสริมการสร้างแบรนด์สินค้า OTOP ของประเทศไทยในการสร้างอำนาจละมุน (Soft Power) เพื่อเพิ่มมูลค่าและการขยายตลาดในกลุ่มประเทศอาเซียน
The Role of Thailand’s OTOP Branding Promotion Policies in Building Soft Power to Enhance Value Creation and Market Expansion in ASEAN Countries
Keywords:
branding promotion policy,, OTOP products, soft power, value creation and market expansionAbstract
This research aimed to 1) study the development and roles of Thailand’s policy for promoting OTOP product branding and 2) Analyze the role of this policy in generating soft power to enhance value and expand markets in ASEAN countries. This study employed documentary research, using secondary data from policy documents, government agency reports, international organization reports, academic articles, and documents related to OTOP policy, branding, value enhancement, soft power, and ASEAN market expansion. The data were analyzed through content analysis under the conceptual frameworks of Soft Power, Value Chain Analysis, and Nation Branding. The analysis revealed that 1) Thailand’s OTOP policy has developed from the promotion of community products into a policy mechanism that connects product development, standards, branding, entrepreneurs, and market channels. OTOP product branding is therefore a process of managing product value, ranging from local wisdom, origin, quality, and storytelling to consumer experience; and 2) The policy for promoting OTOP product branding plays a role in generating soft power by transforming community cultural capital into brands, economic value, and the image of Thai products, particularly in ASEAN markets where income levels, consumer behavior, and cultural proximity differ. Accordingly, OTOP can function as an economic and cultural instrument when the state systematically manages cultural capital through branding, value chain upgrading, and target market segmentation.
Keywords: Branding promotion policy, OTOP Products, Soft Power, ASEAN countries
References
กรมการพัฒนาชุมชน. (2567). อำนาจหน้าที่. สำนักส่งเสริมภูมิปัญญาท้องถิ่นและวิสาหกิจชุมชน. https://cep.cdd.go.th/th/content/page/index/id/20
กรมการพัฒนาชุมชน. (2568ก). ข้อมูลทั่วไป: โครงการหนึ่งตำบล หนึ่งผลิตภัณฑ์. สำนักส่งเสริมภูมิปัญญาท้องถิ่นและวิสาหกิจชุมชน. https://cep.cdd.go.th/th/content/page/index/id/1332
กรมการพัฒนาชุมชน. (2568ข). ผลิตภัณฑ์ OTOP. สำนักส่งเสริมภูมิปัญญาท้องถิ่นและวิสาหกิจชุมชน. https://cep.cdd.go.th/th/content/page/index/id/1338
กรมส่งเสริมการค้าระหว่างประเทศ. (2568, 21 มีนาคม). กรมส่งเสริมการค้าระหว่างประเทศ เปิดตัวรางวัลผู้ประกอบธุรกิจส่งออกดีเด่น ปี 2568 (Prime Minister’s Export Award 2025). https://pmaward.ditp.go.th/pm-export-award-2025/
ณัฏฐวิชฌ์ ราชแก้ว, และเสาวลักษณ์ โกศลกิตติอัมพร. (2567). เศรษฐกิจสร้างสรรค์ อำนาจละมุน: การกระตุ้นเศรษฐกิจไทยในอนาคต. วารสารรัฐศาสตร์ มหาวิทยาลัยมหามกุฏราชวิทยาลัย, 4(1), 128–144. https://so02.tci-thaijo.org/index.php/jpsmbu/article/view/267492
สำนักงานนโยบายและยุทธศาสตร์การค้า กระทรวงพาณิชย์. (2567). แนวทางการส่งเสริมสินค้าโอทอป (OTOP). https://www.tpso.go.th/document/2404-0000000002
Anholt, S. (2007). Competitive identity: The new brand management for nations, cities and regions. Palgrave Macmillan. https://doi.org/10.1057/9780230627727
Association of Southeast Asian Nations. (2025). ASEAN Economic Community Strategic Plan 2026–2030. ASEAN Secretariat. https://asean.org/wp-content/uploads/2025/06/AEC-Strategic-Plan-2026-2030.pdf
Brand Finance. (2025). Understanding the Global Soft Power Index 2025. https://brandfinance.com/insights/understanding-the-global-soft-power-index-2025
Chaiboonsri, C. (2024). The potential analytical impact of significant sectoral creative economy on Thailand’s economy: A case study of the IRS-CGE model vs. the CRS-CGE model for both the national and provincial economies. Economies, 12(2), Article 44. https://doi.org/10.3390/economies12020044
Department of International Trade Promotion. (2024a). Chanthaburi Fruit Products Co., Ltd. PM’s Export Award. https://pmaward.ditp.go.th/winner-directory/chanthaburi-fruit-products-co-ltd/
Department of International Trade Promotion. (2024b). Leeyahalalfoods Company Limited. PM’s Export Award. https://pmaward.ditp.go.th/winner-directory/leeyahalalfoods-company-limited/
Department of International Trade Promotion. (2024c). Thaweephan Product Limited Partnership. PM’s Export Award. https://pmaward.ditp.go.th/winner-directory/thaweephan-product-limited-partnership/
Department of International Trade Promotion. (2025a). TasteDa Food Co., Ltd. PM’s Export Award. https://pmaward.ditp.go.th/winner-directory/tasteda-food-co-ltd/
Department of International Trade Promotion. (2025b). Thai Southern Food Industry Co., Ltd. PM’s Export Award. https://pmaward.ditp.go.th/winner-directory/thai-southern-food-industry-co-ltd/
Food and Agriculture Organization of the United Nations. (2022, August 1). One Commune One Product in Viet Nam. Regional Knowledge Platform on One Country One Priority Product (OCOP) in Asia and the Pacific. https://www.fao.org/one-country-one-priority-product/asia-pacific/good-practices/detail/one-commune-one-product-in-viet-nam/en
Food and Agriculture Organization of the United Nations. (2023, June 1). Thailand: The grassroots economy reaps benefits from targeted support under One Tambon One Product. Regional Knowledge Platform on One Country One Priority Product (OCOP) in Asia and the Pacific. https://www.fao.org/one-country-one-priority-product/asia-pacific/good-practices/detail/thailand--the-grassroots-economy-reaps-benefits-from-targeted-support-under-one-tambon-one-product/en
Food and Agriculture Organization of the United Nations. (n.d.). One Tambon One Product (OTOP) to promote grassroots economy in Thailand. Regional Knowledge Platform on One Country One Priority Product (OCOP) in Asia and the Pacific. https://www.fao.org/one-country-one-priority-product/asia-pacific/good-practices/detail/one-tambon-one-product-%28otop%29-to-promote-grassroots-economy-in-thailand/en
Government of Japan. (2024). Revitalizing local communities through Oita Prefecture’s One Village One Product movement. https://www.gov-online.go.jp/eng/publicity/book/hlj/html/202402/202402_06_en.html
Iam-khong, N., Chaiyarat, S., Tunvichren, P., Unakornsawad, N., & Vongpongsiri, N. (2025). Enhancing the value of OTOP Manee Chao Phraya handwoven Madmee fabric, Pathum Thani Province, Thailand. Area Based Development Research Journal, 17(1), 55–71. https://doi.org/10.48048/abcj.2025.055
Liu, L., Lowatcharin, G., & Kamnuansilpa, P. (2025). An institutional analysis of the implementation of the “One Village One Product” policy in China and Thailand. Journal of Mekong Societies, 21(2), 27–49. https://so03.tci-thaijo.org/index.php/mekongjournal/article/view/272253
Lopattananont, T., & Korakotchamas, P. (2025). A pathway to Thai soft power: An exploration of soft power proposals in post-COVID Thailand. Journal of Business, Innovation and Sustainability, 20(1), 94–112. https://doi.org/10.71185/jbis.2025.273991
Nye, J. S. (2017). Soft power: The origins and political progress of a concept. Palgrave Communications, 3, Article 17008. https://doi.org/10.1057/palcomms.2017.8
Ponark, V., & Ahmad, M. M. (2025). One Tambon One Product (OTOP) implementation by the Thai government. Development in Practice, 35(1), 60–73. https://doi.org/10.1080/09614524.2024.2408480
Porter, M. E. (1985). Competitive advantage: Creating and sustaining superior performance. Free Press.
Ritnamkam, S. (2025). Design and development of packaging and branding applying the Thung Kula Ronghai cultural capital: Herbal product group Satri Maeban, Ban Yang Leng, Suwannaphum District, Roi Et Province, Thailand. Area Based Development Research Journal, 17(4). 327-345. https://so01.tci-thaijo.org/index.php/abcjournal/article/view/282164
Suthivorapongsri, S., Angsukanchanakul, J., & Maneechai, S. (2023). Guidelines for improving the achievement of sustainable OTOP Inno-Life tourism community enterprises: Evidence from the lower northeastern region of Thailand. Asian Administration and Management Review, 6(1), 130–140. https://doi.org/10.14456/aamr.2023.12
Ta Thi My, สุกัญญา บูรณเดชาชัย, และศักดินา บุญเปี่ยม. (2025). กลยุทธ์การสื่อสารการตลาดดิจิทัลเพื่อส่งเสริมสินค้าโอทอปไทยในเวียดนาม. วารสารนิเทศศาสตรปริทัศน์, 29(3). 172-186. https://so06.tci-thaijo.org/index.php/jca/article/view/287918
Timtong, J., & Lalaeng, C. (2021). Product innovation and digital marketing affecting decision to purchase OTOP products. Asian Crime and Society Review, 8(1), 22–29. https://so02.tci-thaijo.org/index.php/IJCLSI/article/view/251250
United Nations Conference on Trade and Development. (2024). Creative Economy Outlook 2024. United Nations. https://unctad.org/publication/creative-economy-outlook-2024
Yoopetch, C., Damrongmahasawat, S., & Promsiri, T. (2024). Exploring factors influencing repurchase intention of Thai cultural design cloth products. Journal of Ecohumanism, 3(6), 154–174. https://doi.org/10.62754/joe.v3i6.3990
