On January 27, 2025, Associate Professor Dr. Chaipong Pongpanich, Director of Sasin Management Consulting (SMC), and Thana Siriwallop, SMC Project Director, participated in the Thailand Soft Power Development Committee Conference at Vithes Samosorn Hall, Ministry of Foreign Affairs. The conference was chaired by Dr. Surapong Suebwonglee, Chairman of the National Soft Power Development Committee in Thailand, who is also a distinguished alumnus of Sasin School of Management. The meeting aimed to discuss key initiatives to enhance Thailand’s soft power, including a comprehensive roadmap for elevating Thai festivals to the global stage. By bringing together experts and stakeholders from various sectors, the discussion sought to align efforts in promoting Thai culture as a powerful soft power asset. The meeting also reviewed the progress of various Thai soft power initiatives, highlighting the importance of culture-driven economic growth and international influence. As the key consulting partner responsible for Thailand Festival, SMC presented its insights and strategies for enhancing the global positioning of Thailand’s most celebrated festivals, particularly Songkran and Loy Krathong. These festivals, deeply rooted in Thai heritage, hold immense potential to strengthen Thailand’s cultural diplomacy and attract greater international recognition. By implementing strategic branding and positioning efforts, SMC aims to enhance global awareness, establish a distinct brand identity, and drive long-term cultural and economic impact for Thailand’s festival industry. This initiative seeks to create a sustainable framework for promoting Thai festivals on an international scale, ensuring their competitiveness and appeal in the global cultural landscape.