On 8 July 2025, H.E. Dr. Lalivan Karnchanachari, Vice Minister for Foreign Affairs, attended the opening ceremony of the SPLASH - Soft Power Forum 2025 at the Queen Sirikit National Convention Center, which was presided over by H.E. Ms. Paetongtarn Shinawatra, Prime Minister and Minister of Culture. Also in attendance were Cabinet members, senior government officials, members of the diplomatic corps, and private sector representatives.

The Forum showcased Thailand’s soft power development strategy and provided a platform for business networking activities, as well as skills-building workshops to support the entry of youth and entrepreneurs onto the global stage. The Prime Minister and Minister of Culture gave remarks and emphasised 5 key areas that can be leveraged to elevate Thailand’s soft power: (1) Thai cuisine; (2) wellness-oriented Muay Thai; (3) holistic health tourism; (4) the film industry; and (5) elevating Thai gems into creative art. She also underlined the importance of public - private collaboration and the government’s role as a “facilitator” to promote soft power as a key driver for Thailand’s future economy.