PATTAYA, THAILAND – A high-level focus group in Pattaya examined how the Muay Thai industry could serve as a soft power tool and set key directions for its future development.
Policy-level meeting in Pattaya
The politically classified focus group meeting took place on 26 January 2026 at the Sabai Sabana Pattaya Hotel. It was organized by the Office of Small and Medium Enterprises Promotion (OSMEP), Thailand’s national agency for supporting small and medium-sized enterprises. The aim was to strengthen Muay Thai strategically as an important element of the country’s soft power.
Consultancy tasked with SME analysis
For the project, OSMEP appointed Excellent Business Management Co., Ltd. as project consultant. The firm was commissioned to examine challenges, obstacles and limitations affecting the survival, growth and competitiveness of SME companies in soft power industries. The work focused on structural market problems, growth barriers and the development of practical recommendations for SMEs.
Exchange between state and private sector
The session ran from 9 a.m. to 12 p.m. and brought together representatives from relevant sectors for intensive discussions. In working groups, positions and experiences from different perspectives were combined. According to participants, the debates were constructive and geared toward the practical feasibility of proposed measures.
Key role of Muay Thai service providers
Particular attention was paid to the contribution of private service businesses in the Muay Thai field. Kattika Piyawong, representing the Rage Fight Academy, was invited as a spokesperson for the private sector and shared her experiences from the Muay Thai service business, including training offers and combat sports tourism. According to participants, this sector played a decisive role in positioning Muay Thai on the international stage and in establishing it as a valuable soft power industry.
Appreciation for organizers and hosts
After the session, attendees highlighted the supportive role of the institutions involved. They expressed their appreciation to OSMEP, Excellent Business Management Co., Ltd. and the Sabai Sabana Pattaya Hotel for hospitality and logistical support. The forum was viewed by those present as an important platform for jointly shaping sustainable development strategies for the Muay Thai industry.
Strategic significance for Muay Thai’s future
Among participants, the event was regarded as a key element in the strategic positioning of Muay Thai within Thailand’s soft power policy. The outcomes of the focus group were expected to support the long-term and sustainable development of the Muay Thai industry. They were also intended to strengthen the position of SME companies active in this area.