Ministry of Culture partners with TikTok to unveil a new dimension in showcasing the charm of thainess to the world

Today (28 October 2026) at 10:30 AM at the Ministry of Culture’s conference center (8th floor, Watthanatham Wisit Building), the Office of the Permanent Secretary for Culture, in collaboration with TikTok Technologies Co., Ltd., held a signing ceremony for a Memorandum of Understanding (MOU) focused on elevating the global profile of Thai culture. Ms. Chabida Thaiseth, Minister of Culture, served as a witness to the signing. Mr. Prasop Riang-ngern, Permanent Secretary for Culture, signed on behalf of the Ministry, with Deputy Permanent Secretary Yutika Itsarangkun Na Ayutthaya also signing as a witness. Representing TikTok Technologies Co., Ltd. were Ms. Chanida Klayphan, Director of Public Policy and Government Relations for Southeast Asia, and Mr. Itthikorn Traithasawit, Public Policy and Government Relations Manager. The signing was witnessed by executives from the Ministry of Culture, representatives from TikTok Technologies Co., Ltd., and members of the press.

Ms. Chanida expressed her enthusiasm and outlined the objectives and framework for this collaboration, which aims to drive the cultural economy through the digital platform TikTok. She noted that TikTok hosts a diverse range of engaging content—some of which has achieved global recognition. Following discussions with the Minister of Culture, she and her team identified significant opportunities to elevate and promote Thai culture on a broader scale by leveraging the power of the digital platform. She affirmed a commitment to providing support across multiple dimensions, including the transfer of digital skills to creative professionals and local communities. Furthermore, the platform will serve as a space to showcase Thailand’s cultural heritage, tourism, and cultural products and services to a global audience. By connecting creativity with the economic opportunities offered by the digital landscape, TikTok aims to foster a creative economy. The company recognizes that Thai culture and local wisdom possess a unique charm and immense potential for international growth.

Mr. Prasop delivered welcoming remarks, sharing his vision and the objectives of this partnership within the context of the Ministry’s cultural policy. He emphasized that beyond leveraging culture to generate economic value, a key priority is ensuring that Thai culture resonates with the younger generation. This initiative enables the younger generation to learn about and internalize Thai culture. By grasping the roots and inherent virtues of Thai cultural heritage, they will come to appreciate it ultimately becoming advocates who share and communicate these values to others. TikTok’s collaboration with the Ministry of Culture reflects a deep trust in the Ministry; this partnership extends well beyond the paperwork, manifesting as a genuine, proactive commitment to the objectives outlined in the Memorandum of Understanding (MOU). It is expected that this will lead to an increase in cultural content created by those within the cultural sector and their networks appearing on the TikTok platform. Simultaneously, it will raise awareness of the Ministry of Culture and foster a broader understanding of both domestic and international cultural traditions, ultimately contributing to economic growth through the use of TikTok.

Following the signing ceremony for the Memorandum of Understanding (MOU) between the Ministry of Culture and TikTok Technologies Co., Ltd., the Minister of Culture presided as a witness. The agreement was signed by the Permanent Secretary of the Ministry of Culture and the Director of Public Policy and Government Relations for Southeast Asia at TikTok. The proceedings concluded with an exchange of commemorative gifts and a group photograph featuring executives from both organizations.

The Ministry of Culture aims to advance cultural initiatives through collaboration between the public sector, the private sector, and the general public. By leveraging modern technology and contemporary communication tools, the Ministry seeks to make Thai cultural assets more accessible particularly to the younger generation while simultaneously adding value to the nation’s creative economy. This three-year partnership aims to promote Thai culture internationally via digital platforms, while simultaneously adding value to the creative and cultural economy. It also focuses on enhancing the digital skills of entrepreneurs behind Cultural Products of Thailand (CPOT), as well as staff and personnel within the Ministry of Culture. Furthermore, the collaboration seeks to bolster Thailand’s positive image by showcasing creative content and organizing cultural activities on digital platforms.

Under this memorandum of cooperation, both parties will focus on two key areas. The first involves supporting the promotion of cultural works and products through official TikTok accounts specifically those for the “Ministry of Culture” and “CPOT (Cultural Products of Thailand)” in compliance with TikTok’s Community Guidelines, thereby building credibility and fostering broader recognition of these accounts.

The second area centers on digital skills development through workshops and seminars for Ministry of Culture staff, cultural networks, and CPOT entrepreneurs. These sessions will cover topics such as content creation, the utilization of digital economy features including live commerce via TikTok Shop and data analysis using TikTok Analytics as well as other collaborative initiatives designed to strengthen the capacity to promote and leverage Thailand’s cultural capital through digital platforms.

This collaboration will help expand channels for disseminating Thai cultural products from communities across the country to target groups both domestically and internationally. It will broaden market opportunities for CPOT, create jobs and income for communities, and promote digital skills development to enhance product development and drive cultural initiatives in the digital age. This will lead to the international recognition of Thai culture and strengthen Thailand's positive image.

Photo : Khanisorn Lorthongdaeng