Thailand Launches Global Muay Thai Campaign to Boost Exports and Cultural Influence
BANGKOK, May 4, 2025 – Thailand’s Ministry of Commerce, through the Department of International Trade Promotion (DITP), has launched a strategic initiative to promote Muay Thai as a soft power tool in Europe and China, aiming to boost international trade and elevate the global profile of Thai culture.
The campaign targets the expansion of Muay Thai training centers and services in countries including Germany, Spain, Denmark, and key cities in China such as Guangzhou, Chengdu, and Qingdao. Officials expect each location to generate at least 10 million baht in revenue through product exhibitions, demonstrations, and business matching events.
“The global popularity of Muay Thai offers a powerful gateway for promoting Thai products and services,” said a DITP spokesperson. “This initiative merges cultural diplomacy with export strategy.”
The campaign also supports Thai brands like Fairtex and Twins in reaching new markets for sportswear, equipment, and supplements through major e-commerce platforms like Amazon, Shopee, and AliExpress.
As part of the effort, Thailand will work with international MMA and kickboxing gyms to incorporate Muay Thai classes and will organize global competitions such as the Muay Thai World Series.
Officials say the move underscores the government’s broader push to leverage Thai culture for economic growth while enhancing the nation’s global image.
