MACAU BUSINESS
I
nside the National Broadcasting Services studio compound in Bangkok on 24 February, as Melco and the Thailand Creative Cultural Agency (THACCA) launched ‘Global Soft Power Talks’, intense backroom discussions were taking place across the business and political spectrum in this kingdom of some 71 million as it considers allowing Entertainment Complexes, or integrated resorts, to become legal.
THAILAND’S GAMING AMBITIONS ON THE GLOBAL STAGE Several gaming analysts predict that Thailand will become a global competitor to both Las Vegas and Macau for gaming revenue within a few years, given the domestic appetite for gaming—estimated at about 20 to 30 million adults who might bet—and its global tourist appeal, with at least 35 million visitors per year and a target of 40 million.
As this edition of Macau Business goes to press, it is one week ahead of the early March votes on the Entertainment Complex bill sponsored by the Ministry of Finance and set to go before the National Assembly. Amidst this anticipation, taking the stage on 24 February to inaugurate ‘Global Soft Power Talks’ and address the nation of Thailand and the world was Prime Minister Paetongtarn Shinawatra.
PAETONGTARN SHINAWATRA’S VISION
Prime Minister Paetongtarn stated, “Thailand is a nation deeply rooted in tradition, history, and culture. While tradition shapes our identity, it must not confine our future. Instead, it must be a foundation for new possibilities, a bridge between our rich past and our limitless future.” She continued, “To our international partners, Thailand is open for business. We invite you to join us in shaping the future of Soft Power— invest in Thailand’s creative industries and be part of a movement that transforms creativity into a sustainable, mutually rewarding future.” She added, “In the past, the world may have seen Thailand as simply the ‘Land of Smiles’ or a beautiful tourist destination. Now, we are establishing ourselves as a ‘Global Leader in Creativity, Culture and Innovation’.”
MELCO’S ROLE
A major contributor to this new ‘Global Soft Power’ initiative is the title sponsor and key figure behind the event, Melco Resorts & Entertainment Chairman and CEO Lawrence Ho. “We are thrilled to bring together such an extraordinary group of visionaries to discuss the power of creativity in shaping global influence,” said Ho, who did not deliver a keynote speech at the event but made a formal statement. Remaining humble and off-camera at the event, preferring to let the limelight shine on the leading figures Melco and THACCA brought together, Ho’s formal statement from Melco highlighted:
These figures include renowned British racer Matthew Marsh, legendary chef Alain Ducasse, Italian national treasure of dance and choreography Giuliano Peparini, acclaimed director at Zaha Hadid Architects Viviana Muscettola, visionary Paris 2024 Olympic torch designer Mathieu Lehanneur, organic farming and beauty product entrepreneur Richard Christiansen of Flamingo Estate in Los Angeles, and White Lotus creator Mike White, whose upcoming third season was filmed in Thailand. The latter is already generating significant tourism interest in Koh Samui, where much of the series was shot.
A STRATEGIC CAMPAIGN These global creatives are participating in a strategic campaign aimed at empowering Thai citizens and advancing the country’s latest tourism development goals. Additionally, they will mentor five Thai students for three months, with scholarships available for these students to study under them in London, Paris, Los Angeles, Rome, and Macau—an initiative designed to accelerate Thailand’s global prominence in the arts for national benefit.
According to a government statement, the newly launched THACCA is designed to oversee “strategic collaboration between the government and private sectors, driving the holistic development of Thailand’s creative culture.”
Moreover, “its initiatives include strategic planning, financial support, research and development, as well as enhancing the skills of creative professionals.”
Among those enthusiastic about this initiative is Richard Christiansen, who told Macau Business on the sidelines of the event, “I feel as
though Flamingo Estate was born from a very real and honest place [in the pandemic] to do old-fashioned things in a soft way of working in a world which is overrun with aggression right now. This whole event has inspired us to double down on what we are doing.”
Indeed, many attendees were inspired by talks given by Christiansen and others, particularly White Lotus creator Mike White, as curiosity mounts over how Los Angeles-based soft power will factor into American casinos’ ambitions to enter Thailand’s lucrative gaming market—should legalisation occur in the coming months. Macau Business has learned from insiders that Hard Rock, MGM, Sands, and Wynn, among others, are all expressing interest, with some already setting up marketing and research offices in anticipation of the March decision. Meanwhile, Galaxy, Genting, and SJM are also showing keen interest on the operator front.
SOFT POWER DRIVE
The 24 February event was also attended by several ambassadors to Thailand, notably those from China, France, and the United States. US Ambassador to Thailand Robert F. Godec told Macau Business, “Relations between Thailand and the United States are excellent. Thailand has an extraordinarily rich cultural heritage and history. Thai people are remarkable, and I think that we see that in many aspects here.”
Ambassador Godec also commented on Hollywood’s presence in Thailand, saying, “I am very glad to see [US] companies like Warner Brothers, HBO, coming in to do programs like White Lotus, which is a truly remarkable program. I think it does really help capture the
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