Bangkok: CEA joins hands with CISPI and TCEB to launch ‘MY PRIDE THAILAND’, showcasing 50 striking Thai characters, reflecting the colors of diversity and pride in every dimension, building Thailand’s branding on the world stage.
According to Thai News Agency, this initiative is a collaboration between the Creative Economy Agency (Public Organization) or CEA, and the Creative Industries and Soft Power Institute (CISPI), Federation of Thai Industries (FTI). They have teamed up with Pink Blue Black and Orange (PBBO), led by renowned graphic designer Siam Attariya, to design over 50 characters aimed at celebrating the essence of Thai identity and creativity. The project seeks to add value to individuals, cities, and nations through innovative design.
Mr. Chakrit Pichyangkun, Director of the Creative Economy Agency, emphasized the importance of the creative economy as a driving force in Thailand’s development, particularly in a world where innovation and creativity are competitive keys. CEA aims to empower creative entrepreneurs to transform their designs into commercial opportunities, thus enhancing their international competitiveness. The ‘MY PRIDE THAILAND’ project exemplifies the use of ‘shared identity design’ to craft a unique national image, invigorating both business and tourism sectors. The initiative, set to debut during Pride Month, serves as a pivotal moment in promoting Thai identity through creativity, furthering festivals, businesses, and tourism with a campaign that embraces diversity and equality.
Mrs. Pimjai Lee-issaranukul, Vice President of the Federation of Thai Industries (FTI) and President of CISPI, highlighted the significant role of the LGBTQ+ community in powering creativity and soft power development. With government and private sector support, the Pride Month event in June 2024 aims to bolster Thailand’s reputation as an LGBTQ+ destination, with projections of over 860,000 participants generating over 4.5 billion baht. CISPI collaborates with CEA on the ‘Paint the City with MY PRIDE’ campaign to enhance the visibility of Thainess, fostering an atmosphere of celebration and promoting economic activities through Thai-made products and services.
Ms. Parichat Svetasreni, Director of Mega Event and International Festival Development at TCEB, stated the government’s commitment to attracting world-class events to Thailand. TCEB supports the ‘Paint the City with MY PRIDE’ campaign, leveraging the MY PRIDE THAILAND identity to attract major events like World Pride 2030. Through the 3P strategy (Public Private Pride Partnership), TCEB aims to unite various sectors to support Thailand’s bid for the event, potentially drawing up to 1 million participants and generating a GDP impact of over 24,680 million baht.
The MY PRIDE Campaign Identity (MY PRIDE CI) focuses on recognizing the inherent value of identities, rather than profit. Entrepreneurs can utilize the MY PRIDE identity to create value across business and tourism sectors. The campaign’s long-term goals include promoting tourism, advancing Thailand’s creative economy, and establishing the nation as ‘open’ and ‘proud in diversity’ globally. More than 10 partner brands are collaborating to develop new products using the MY PRIDE identity, including major companies like BTS Group Holdings, S and P Syndicate, and Ichitan Group.