Thailand’s unveiling of its Olympic uniforms for the Paris 2024 Games by the National Olympic Committee of Thailand (NOCT) sparked a heated debate online, with many netizens criticising the design as outdated and unrepresentative of the country’s soft power.

The Uniform Controversy

The blue-coloured shirts, made from Thai indigo-dyed silk and featuring patterns inspired by the Ban Chiang Archaeological Site, received mixed reviews. Some praised them for their cultural heritage, while others criticised them for lacking modernity and international appeal. The public reaction was swift and critical, with many netizens mocking the outfits as outdated and unflattering.

Prime Minister Srettha Thavisin defended the uniforms, urging respect for the design team and calling the criticism trivial. He emphasised the uniforms’ blend of Thai cultural heritage and sustainability, with polo shirts made from recycled plastic bottles.

However, in response to the backlash, the NOCT later decided to change the uniforms to tracksuits made by local company Grandsport, citing concerns about the material’s suitability for the hot weather in France during the opening ceremony.

Soft Power and Thailand

This controversy raises questions about Thailand’s efforts to promote its soft power through international events like the Olympics. Soft power, a term coined by Joseph Nye, refers to a country’s ability to influence others through attraction and persuasion rather than coercion or economic means. In an increasingly globalised world, soft power has become an important tool for countries to enhance their international standing and attract investment, tourism, and cultural exchange.

Thailand has long recognised the importance of soft power and has invested heavily in promoting its culture, cuisine, and tourism through initiatives like the “Amazing Thailand” campaign. The Olympics, with its global audience and focus on international cooperation and cultural exchange, presents an ideal platform for Thailand to showcase its soft power.

A Missed Opportunity

However, the uniform controversy suggests that Thailand may have missed an opportunity to effectively leverage the Olympics for soft power promotion. While the uniforms aimed to highlight Thai cultural heritage, the negative reaction from netizens suggests that the designs failed to strike a balance between tradition and modernity and did not effectively communicate Thailand’s soft power aspirations to an international audience. Some netizens even took the initiative to generate AI images of alternative outfit designs, in order to propose improvements for the uniforms.

Lessons Learned and Future Directions

Moving forward, Thailand should learn from this experience and strive to develop a more strategic and nuanced approach to soft power promotion through international events. This may involve engaging with a wider range of stakeholders, including design professionals, cultural experts, and international marketing specialists, to ensure that the country’s message is effectively communicated to a global audience.

Moreover, Thailand should continue to invest in developing its soft power assets, such as its rich cultural heritage, vibrant creative industries, and world-class tourism offerings. By showcasing these strengths in a way that resonates with international audiences, Thailand can enhance its global reputation and attract the investment, talent, and attention it needs to thrive in the 21st century.

Final Thoughts

In conclusion, while the Olympic uniform controversy may have been a missed opportunity for Thailand to promote its soft power, it also serves as a valuable lesson for the country to refine its approach to international branding and cultural diplomacy. By learning from this experience and continuing to invest in its soft power assets, Thailand can position itself as a leading voice on the global stage and reap the benefits of enhanced international influence and cooperation.

Sources

• Thai athletes’ Olympic outfit stirs debate online
• Thailand changes athletes’ Olympic uniforms after criticism
• Thai athletes will wear blue jacket at Olympics, committee confirms
• Paris Olympic Games Thai Athletes’ Uniforms Criticised
• Thai Team Switches Controversy Uniform to Grand Sport Jackets for Olympics
• Soft power: the origins and political progress of a concept
• PM defends Thai athletes’ Olympic uniforms