Govt lays it on for 'Love Destiny 2' fans

Govt lays it on for 'Love Destiny 2' fans

The government will push Thailand's "soft power" in the entertainment content creation industry, including TV series.

Since Oct 1 the Ministry of Culture has launched an array of activities in Ayutthaya to attract tourists to visit historical sites in the former capital of Thailand, said Culture Minister Sermsak Pongpanich.

This is a joint venture between the ministry and BEC World Plc, operator of Channel 3; and Broadcast Thai Television Co, producer of Phrom Likhit (Love Destiny 2), a popular soap opera airing on Channel 3.

The popularity of Love Destiny 2 is attracting visitors to Ayutthaya, the main setting for this Thai period TV drama, said the minister, adding this is expected to generate substantial tourism income.

The rights to the TV series have been sold to a number of TV broadcasters in other countries so the series can be aired and streamed through various platforms in at least 10 countries. This content is seen as a powerful mechanism for promoting soft power, a form of cultural export, at both the regional and international levels, said the minister.

The tourism promotion activities in Ayutthaya are held every Friday, Saturday and Sunday by the Fine Arts Department. They include opening some historical sites at nighttime and promoting traditional Thai costumes which visitors can wear as they tour historical sites. The campaign will continue until Dec 31.

The ministry has since 2015 supported the promotion of soft power in gastronomy, fashion, films, festivals, traditional martial arts and sports, said Yupa Thaveewatnakitvon, permanent secretary for culture.

Billing Thailand as a shooting location for international filmmakers and support for investments in this area are among the ministry's five strategies to support the government's promotion of the entertainment industry, she said.

"The series is a source of national pride for many Thais and also stokes new excitement among international viewers," said Charkrit Direkwattanachai, an executive vice president for corporate affairs and communications at BEC World Plc.

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