Thailand 4.0 and the Internal Focus of Nation Branding

This paper examines nation branding in the context of post-coup Thailand. It challenges the dominant view within the nation-branding literature that nation branding is an externally-oriented, apolitical, business-derived practice aimed at increasing a country’s global competitive advantage. Instead, the paper argues, nation branding is a highly-politicised practice that is primarily aimed at changing the social attitudes and behaviours of the nation’s citizens. To demonstrate the political nature and internal focus of nation branding, this paper examines one of Thailand’s recent branding initiatives – the Thailand 4.0 project – that promotes sustainable economic growth in a digital age. The paper first discusses nation branding from a theoretical perspective drawing on studies in the fields of business, international relations, culture and the media. Secondly, it contextualises Thai nation branding within the political developments of the past decade. Thirdly, it analyses the project’s contents and surrounding discourses, drawing on primary data gathered during the author’s 2016 field research in Thailand. The paper argues that Thailand 4.0 is an exercise in internal nation branding aimed at enhancing the military junta’s power and legitimacy by “selling” a vision of economic prosperity to the Thai people in exchange for their support, trust and loyalty.