Today, the word “Soft Power” is heard amongst Thai people more often than ever before, as it is now seen as one of the key strategies to push the Thai economy and Thai influence.

So this week on Chula Innovations unlocked we talk to one of the top marketing gurus, Asst. Prof. Ake Pattaratanakun, Head of the Department of Marketing , Chulalongkorn Business School and board member of the Office of creative Economy Agency or CEA

To ask, how soft power works in a marketing perspective, what else should be on the list of Thai “Soft Powers” and be given a boost, or for a start, what is the definition of soft power?