The "Soft Power Charm of the South" music event serves as a platform to promote southern arts and culture, elevating Thai musical performances and traditional wisdom to an international level, while driving community economy and encouraging creative tourism.
On 30 May 2026, at the walking street market along the Tapi River embankment in Mueang District, Surat Thani Province, Mr. Supapong Chaonlaen, Deputy Director-General of the Public Relations Department, presided over the opening of the "Soft Power Charm of the South" concert. The event was attended by Mr. Sucheaw Thumotic, District Chief of Mueang Surat Thani, Mr. Prasert Boonprasop, Mayor of Surat Thani City, along with heads of government agencies in Surat Thani. Mr. Sophon Kiamkan, Director of Public Relations Office Region 5, delivered the opening report. Ms. Thanawan Chumsaeng, Surat Thani Public Relations Officer, government officials, executives and staff from Public Relations Office Region 5, private sector representatives, media, and the public also participated in large numbers.
Mr. Supapong Chaonlaen, Deputy Director-General of the Public Relations Department, stated that this event is a collaboration between Public Relations Office Region 5 and Surat Thani Municipality under the 2026 fiscal year project for designing, producing, and disseminating Soft Power promotional media in the music category. The goal is to promote the potential of southern music and culture widely, while positioning music as a key driver for the creative economy and adding value to local cultural capital.
The event featured musical and cultural performances reflecting the unique identity of the South, providing a space for artists, creatives, and community networks to share the charm and value of local culture with the public. It also supports tourism promotion, stimulates the community economy, and fosters broad public participation.
Performances showcased southern identity through acts such as the Phatthalung band, Gam The Star, Ratchanok Srilophan, Ko Kai, and the ATK band. This opened a platform for artists, creative producers, and community networks to convey the charm and cultural value of the local heritage to the audience.
The "Soft Power Charm of the South" music activities, organized by the Public Relations Department via Public Relations Office Region 5 under the 2026 fiscal year project to design, produce, and disseminate Soft Power promotional media in the music category, align with government policy to promote the country's creative power, or Soft Power. This aims to elevate Thai cultural capital and wisdom, create economic opportunities, enhance competitiveness, and drive the country forward through Thai identity in multiple dimensions such as food, arts, tourism, and music, integrating efforts across all sectors to reach international levels.
Surat Thani Province is one of 14 southern provinces with outstanding Soft Power potential, including tourism resources, arts and culture, lifestyle, and valuable local identity.
