When culture creates power: Analyzing South Korea and Thailand’s soft power

บทคัดย่อ

This study aims to analyze and compare the mechanisms of soft power construction between South Korea and Thailand by applying Hofstede's Cultural Dimensions Theory as an analytical framework. The research encompasses three primary dimensions: cultural industry, cultural tourism, and culinary diplomacy, to understand the underlying mechanisms driving the international influence of both nations. The research employs documentary analysis and secondary data methodology, incorporating government cultural policies, relevant academic research, international statistics, and case studies of leading cultural organizations. The findings reveal distinct strategic differences, whereby South Korea utilizes standardized and highly efficient industrial cultural production systems to expand global influence, while Thailand maintains regional appeal through authentic cultural experiences that reflect profound emotional values and traditional heritage. Differences in state roles, religious and cultural foundations, and technology adoption have resulted in two principal approaches to cultural export: an institution and technology-driven approach employed by South Korea, and a culture and emotion-driven approach adopted by Thailand. This study proposes the concept of "cultural discount rate" to explain the challenges in global acceptance of cultural differences. The findings from this study provide theoretical and practical guidance for various countries, particularly the People's Republic of China, in developing cultural export strategies that balance industrial system efficiency with local cultural authenticity to enhance soft power within the context of globalization.