Thailand has opened the Thailand Pavilion at the 79th Cannes Film Festival, celebrating the selection of two Thai films for screening and highlighting a 20% Cash Rebate measure to attract foreign investment in the film industry.
Mrs. Supachai Sutthammanusorn, Deputy Prime Minister and Minister of Commerce, presided over the opening of the promotional booth for the film and video industry under the name Thailand or “Thailand Pavilion” inside the 79th Cannes Film Festival held at the International Village, Cannes, France. Attendees included Ms. Sabida Thaiset, Minister of Culture; Ms. Ranee Ittharat, Deputy Permanent Secretary of the Ministry of Culture; Ms. Yutthika Isarangkul Na Ayudhya, Director-General of the Department of Cultural Promotion; executives from the Ministry of Culture, Ministry of Tourism and Sports, Ministry of Commerce; Thai and international film producers; government and private sector representatives; distinguished guests; and media representatives. The event took place at booth number 112, International Village, Cannes, France.
Mrs. Supachai Sutthammanusorn, Deputy Prime Minister and Minister of Commerce, stated that Thailand’s film and video industry is a highly creative sector with strong potential to generate economic value, income, and employment, while connecting to related industries. Moreover, films serve as an important tool to promote Thai identity, culture, and image, build networks, and expand markets internationally. Participation in the Cannes Film Festival marks a significant step in raising global awareness of the Thai film industry, building confidence among foreign partners, and increasing opportunities for Thai works to gain ongoing international recognition.
The government expressed appreciation for the integrated cooperation among the public sector, private sector, and all stakeholders in advancing the Thai film and video industry on the world stage. This collaboration is a key factor in creating new opportunities for Thai entrepreneurs and driving sustainable growth of the country’s creative economy in the future.
Minister of Culture Ms. Sabida Thaiset said the Ministry of Culture has set a strategy to promote Thai cultural content to the global stage under the concept “Content Thailand,” through cooperation between public and private sectors to develop quality works and advance the Thai film industry internationally. Thailand has integrated efforts between the Ministry of Culture, Ministry of Commerce, and Ministry of Tourism and Sports to drive the Thai content industry and support Thai entrepreneurs in the global market. On this occasion, she congratulated the films
“9 Temples to Heaven” and “What do you seek in the dark?” which were selected for screening at the 79th Cannes Film Festival. “9 Temples to Heaven” was chosen for the Directors’ Fortnight section, and “What do you seek in the dark?” was selected for the Critics’ Week section, marking a significant achievement for the Thai film industry on the global stage. Additionally, Thailand organized the Thai Pitch event, presenting three carefully selected film projects to investors, co-producers, and interested parties from around the world. Directors and producers participated to exchange ideas and build collaborations. Thailand also held the “Thai Cinema Global Showcase 2026” in partnership with leading global entertainment industry media “Deadline,” showcasing five outstanding Thai films. Representatives from five companies engaged in discussions to expand opportunities in international markets. Furthermore, fifteen Thai companies participated in the film market to present their works and conduct international business negotiations.
The Ministry of Culture also announced a 20% Cash Rebate incentive to attract foreign digital content production in Thailand.
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