A Modern Thai Silk Route

Bangkok, Thailand – Historically, the Silk Road connected East and West, exchanging goods, ideas, and culture. Over the past few years, “soft power” has emerged as a central theme in Thailand’s efforts to strengthen its international presence. Authorities have increasingly turned to cultural promotion as a tool for boosting the country’s image and competitiveness abroad.

To drive this movement, national programs such as One Family One Soft Power (OFOS) and the Thailand Creative Culture Agency (THACCA) were introduced. These projects are designed after strategies like Japan’s Cool Japan campaign and South Korea’s Hallyu Wave, both of which successfully transformed cultural assets into global economic opportunities. In Thailand’s case, the initiatives are intended not only to showcase the nation’s traditions and creativity but also to serve as large-scale job creation mechanisms. Plans call for millions of new roles in creative sectors, supported by training schemes, tax breaks, financial incentives, and international cultural showcases.

Today, a modern “Thai Silk Route” is emerging through Italy’s high-end retail networks, giving Thai investors access to the €450 billion EU luxury and lifestyle market. With Italy’s strategic location, cultural appreciation for fashion, design, and gastronomy, and sophisticated retail infrastructure, Thailand’s premium goods from silks and handcrafted items to organic foods, can now reach millions of European consumers efficiently.

Milan: The Launchpad for Thai Luxury in Europe

Italy is not only a cultural powerhouse but also an attractive base for Thai businesses seeking to expand their soft power sector reach. The country provides a number of concrete incentives and entry points that make collaboration both feasible and profitable.

For creative industries, Italy offers:

• Smart&Start Italia: a program that provides zero-interest loans and grants for innovative startups with investments between €100,000 and €1.5 million. Thai entrepreneurs in fields such as gaming, design, or media could use this as a launchpad into the European market.
• Tax Credits: Incentives for R&D, design, and innovation, helping fashion, food, and film companies scale efficiently.
• Investor Visa & Flat Tax: Simplified entry for foreign investors, offering financial predictability and long-term advantages.
• Cultural & Film Incentives: Grants for film and series production, supporting co-productions that highlight Thai culture abroad.

Cultural sectors can also benefit directly. Thailand’s thriving fashion and textile industry, for example, could find opportunities in Italy’s luxury ecosystem. A recent collaboration where Thai fabrics were showcased alongside Italian fashion houses highlights the potential for joint collections and co-branding.

A Cultural Bridge and Market Example

Thailand’s soft power is exemplified by global figures like LISA of BLACKPINK, whose influence spans luxury, fashion, and media. As ambassador for Bvlgari and Louis Vuitton, she connects Eastern and Western audiences, shaping consumer behavior and enhancing Thailand’s global image. High-profile Thai figures like LISA, already recognized as cultural icons, could also serve as bridges in Italian festivals or joint productions, amplifying Thai culture across Europe. In addition, LISA’s dress’ color selection paid tribute to the pink lotus flower, a meaningful emblem in Thai culture. In this tradition, a lotus bud signifies the start of a spiritual journey, while a fully bloomed flower symbolizes enlightenment and Buddha’s presence on Earth. Essentially, it is not just a dress but a strong statement of Thai presence in international settings.

For Thai businesses, LISA’s example demonstrates the value of integrating cultural assets into international markets. Italy, home to fashion hubs like Milan and Florence, offers the same networks that support global icons. By investing in Italy, Thai companies can collaborate with luxury houses, access European audiences, and amplify Thailand’s cultural reach.

The convergence of Italy’s sophisticated retail systems, cultural alignment, strategic EU location, and supportive investment incentives makes it an ideal platform for entrepreneurs. By leveraging Italy as a gateway, Thai businesses can not only expand their market reach but also reinforce Thailand’s soft power globally.

The modern Thai Silk Route is open

For Thai businesses, LISA’s trajectory illustrates the value of positioning cultural assets within the global luxury ecosystem, an ecosystem in which Italy plays a central role. Home to fashion capitals, Italy offers Thai designers, brands, and creative entrepreneurs an entry point into the same networks where global icons like LISA thrive. Italy becomes not only a stage for showcasing Thai identity but also a strategic partner in amplifying Thailand’s soft power sector worldwide.

Entering the Italian market presents immense opportunities for Thai luxury, creative, and cultural businesses, but it can also be challenging. From navigating complex regulations to understanding tax incentives and compliance standards, careful planning is essential. Partnering with a trusted legal and business consultant ensures a smooth entry, providing the guidance needed to leverage Italy’s strategic position and grow successfully in Europe. With the right support, Thai entrepreneurs can not only expand their market reach but also strengthen Thailand’s cultural and economic influence across the continent.

For further information, please contact ALLEGAL.