Over the past decade, many Thai films have been screened abroad. This phenomenon has not only created waves in entertainment but also generated revenue from the creativity of Thai people that no other nation can claim.
Thairath Group, supported by the Department of Cultural Promotion, Ministry of Culture, is organizing the "Siam Screen: Driving Culture" event to promote the Thai film industry. It will take place from 11-13 September 2026 at the G Floor, Semi-Outdoor Zone, Samyan Mitrtown shopping center.
The event features a popular Thai film festival alongside an exhibition exploring films, culture, and Thai identity from a fresh perspective, as well as a short film contest for university students with total prizes exceeding 180,000 baht.
A key highlight is the "Business Matching" segment, bringing together various sectors of the film industry—from government officials and producers to private enterprises and creators—to exchange ideas and discuss the future of Thai cinema.
Thanawalai Watcharapol, Executive Officer of Thairath Online Content Division, said Thairath Group views Thai films not merely as entertainment but as conveyors of thoughts, beliefs, and reflections on Thai lifestyles across different eras, making Thai cinema a vital driver for promoting Thai culture and the country’s reputation on the global stage.
Chotika Akkaritkosopakul, Director-General of the Department of Cultural Promotion, revealed that the department sees "film" as a powerful medium easily accessible to both Thai and international audiences.
They continue to support cultural funding—such as food, traditions, and fashion—integrated (tie-in) into various film genres, focusing on helping producers create works that effectively embed cultural elements.
Regarding competition in the ASEAN region, Chotika noted that all countries are pushing their creative industries to add value to their cultures. Thailand’s strength lies in its widely recognized filming locations, which remain a primary destination for foreign media producers.
Similarly, the creativity of new-generation producers is seen as a key asset to help Thailand become the creative center of the ASEAN region.
To support emerging producers, the department recognizes the need for government adaptation to reduce traditional bureaucratic obstacles and has policies to provide scholarships, research grants, and scriptwriting funds to foster young talent in the industry.
The ultimate goal of the "Siam Screen: Driving Culture" event is to build a strong film industry ecosystem, providing a continuous platform for collaboration that propels Thai films and culture onto the global stage, serving as an economic weapon for Thailand in regional competition.
Meanwhile, data from the Department of International Trade Promotion (DITP) shows that presenting Thai film and content industries at fairs worldwide consistently attracts interest and generates business deals worth billions of baht. For example, the Thailand Content Market 2026 in July recorded trade negotiations totaling 9.79 billion baht across film, animation, series, production, and gaming sectors. Similarly, the Marché du Film at the Cannes Film Festival in May resulted in deals exceeding 1.08 billion baht.
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