“Phumtham” took actors and director of the Thai film “Panyee I Sea You” to visit Malaysia to promote the film and create cooperation in Thai and Malaysian entertainment media. This is an important step in expanding the Thai entertainment content market to the Malaysian market and the exchange of cultures between the two countries. This is considered the insertion of Thailand’s Soft Power in the film. He also brought 18 Thai entrepreneurs and importers of Thai products to join the food exhibition Food and Drinks Malaysia by SIAL to expand the food and beverage market in Malaysia.
Mr. Phumtham Vejjayachai, Deputy Prime Minister and Minister of Commerce, said after witnessing the signing of the memorandum of understanding between Final Draft Creation Co., Ltd., a leading Thai entertainment content producer, and Banyak Bagus Entertainment Sdn. Bhd. (Baya Bagus Entertainment Co., Ltd.), an entertainment media company from Malaysia, with Mr. Arinchai Rattanawijit, Executive Director of Final Draft Creation Co., Lt
d., as the Thai representative for the signing, while the Malaysian side was represented by Mr. David Chua Boon Ghe, Managing Director of Banyak Bagus Entertainment Sdn. Bhd., with himself and Mr. Yb Senator Tengku Datuk Seri Utama Zafrul Tengku Abdul Aziz, Minister of Investment, Trade and Industry of Malaysia, as witnesses.
The signing is to promote cooperation in the entertainment industry between the two countries, create joint business opportunities, by organizing marketing and public relations campaigns, as well as supporting the creation of music by Thai and Malaysian artists that combine musical styles, languages, and cultures of both countries, especially supporting the film ‘Panyi I Sea You’, a romantic comedy film that reflects the beauty of Thailand, the way of life of Thai Muslims, and Thai food through the story on Panyi Island, which is currently being filmed and is expected to be released to the public in March 2025 through the success of this upcoming MOU. The event also featured a performan
ce of the film’s soundtrack (OST) by Fame Noah and a trailer of the film ‘Panyi I Sea You’, which will help promote cultural exchanges and expand the film’s fan base in the region.
This collaboration is an important step in expanding the Thai entertainment content market to the Malaysian market, which is worth 132 billion baht by 2022, and is also a gateway to the larger Indonesian market due to cultural similarities and Malaysia’s great interest in Thai entertainment and culture. This will strengthen good relations and cultural exchanges between the two countries through various forms of entertainment media. This collaboration is in line with the Thai government’s policy to promote Soft Power and is supported by the Department of International Trade Promotion (DITP) in Kuala Lumpur.
However, after the signing of the MOU, Deputy Prime Minister Mr. Phumtham traveled to the Food and Drinks Malaysia by SIAL food exhibition, held from July 2-4, 2024 at the Malaysia International Exhibition Center. The event bro
ught 18 Thai and Malaysian importers to exhibit a wide range of food products, such as sauces, instant noodles, ready-to-cook and ready-to-eat foods, as well as innovative food supplements. It is expected that the trade value of Thai food and beverage products at the event will be no less than 650 million baht, reinforcing the potential of the Thai food and beverage industry in line with the policy of the world’s kitchen and promoting Thai food soft power to foreign markets in line with the government’s policy.
This year’s Food and Drinks Malaysia by SIAL is the second time it has been held in Malaysia, with 326 companies participating in 370 booths. It is expected that there will be no less than 10,000 visitors from 50 countries throughout the 3-day event. SIAL is considered a world-renowned food and beverage exhibition network brand, organizing events in Europe, Africa and Asia, and is considered one of the food and beverage exhibitions with potential in the region.
Source: Thai News Agency
