Thailand is pursuing an exchange of know-how with France on the promotion of soft power in key areas covering fashion and tourism, according to the Department of Trade Negotiations (DTN).
The exchange is made possible by talks held between related agencies of the two countries.
The fifth and latest round of the high-level economic dialogue (HLED) was underway between teams led by DTN director-general Chotima Iemsawasdikul and Magali Cesana, head of France's Bilateral Affairs and International Business Development Department (Sabine) in Paris on April 30.
The meeting was intended to cement cooperation as France, a major innovator and developer of technology, has expressed interest in expanding investments in the transport sector, particularly urban mobility projects, alternative energy and electric vehicle batteries, according to Ms Chotima.
Thailand will exchange knowledge and experience with France in the field of soft power exploitation. Specifically, the focus will be on the development of products such as cosmetics, perfume, textiles and fashion, which touch on the use of Thai silk, as well as health tourism.
Last month, Bénédicte Épinay, CEO of France's Comité Colbert, paid a courtesy call on Prime Minister Srettha Thavisin at Government House. The visit followed Mr Srettha's recent trip to France, where he invited business leaders to discuss Thailand's soft power potential.
Paetongtarn Shinawatra, leader of the ruling Pheu Thai Party and chairwoman of the National Committee on Soft Power Development and the Pheu Thai Party's leader, has announced the government will kick off its One Family One Soft Power (Ofos) project in June, and aims to create 20 million jobs with a minimum annual salary of 200,000 baht.
She said the initiative's up-skilling and re-skilling courses will be provided to citizens free of charge, with registration starting in early June.
The courses are expected to have 266,400 online participants and 30,210 onsite participants.
They will cover occupational skills in focused industries, including food, film and drama, music, sports, fashion, festivals, books, video games, tourism and art.
Thailand and France retain close ties in aeronautics, rail transport and intellectual property, according to the DTN chief.
Ms Chotima said France had offered support for a Thailand-European Union free-trade area (FTA), which would open up vast trade and investment opportunities between the two nations.