The Laws for Content Promotion by the Thai Government: A Comparison with Korea’s KOCCA Model

Bongchul Kim

Introduction: The Rise of Cultural Content as Strategy
The global cultural content industry has undergone a profound transformation over the past few decades, evolving into one of the most dynamic and strategically significant sectors of the modern economy. No longer confined to the realm of entertainment, cultural content now functions as a key driver of economic growth, national branding, and international influence. With the rapid expansion of digital platforms and transnational media consumption, states are increasingly recognizing the importance of fostering competitive content industries through deliberate policy and legal frameworks. In this context, the comparative study of national models offers valuable insights into how institutional design and legal infrastructure can shape industry outcomes. This essay examines the laws for content promotion by the Thai government and compares them with South Korea’s Korea Creative Content Agency (KOCCA) model, with the aim of deriving meaningful policy implications. Furthermore, the growing interdependence between culture, technology, and governance underscores the need for integrated policy approaches in this field.

The rise of the global content market has intensified competition among countries seeking to establish themselves as cultural powerhouses. Technological advancements, particularly in digital streaming and social media, have significantly lowered barriers to entry while simultaneously increasing the importance of state support in ensuring global competitiveness. Governments now play a proactive role in cultivating domestic industries, providing financial assistance, regulatory frameworks, and strategic direction. In this environment, the concept of soft power has gained renewed attention, as cultural products become instruments of diplomacy and international engagement. Consequently, the development of a robust content promotion system has become an essential component of national strategy. This shift also reflects a broader transformation in how states conceptualize economic security and cultural sovereignty.

Korea’s Model: Institutional Strength and Legal Coherence
Korea presents one of the most successful examples of state-led content industry development. The global popularity of Korean dramas, K-pop, films, and online content illustrates the effectiveness of a coordinated approach that integrates policy, law, and institutional support. This phenomenon, widely known as the Korean Wave or Hallyu, has not only generated substantial economic benefits but has also enhanced Korea’s global cultural influence. Importantly, this success is not merely the result of market forces, but rather the outcome of sustained government intervention and strategic planning. By examining Korea’s experience, other countries can gain valuable insights into the mechanisms that underpin successful content promotion. In particular, Korea demonstrates how long-term vision and policy consistency can produce cumulative advantages over time.

The Korea Creative Content Agency (KOCCA) represents a central pillar of Korea’s content promotion system. Established in 2009 under the Ministry of Culture, Sports and Tourism, KOCCA was designed to consolidate various functions related to the content industry into a single, unified institution. This centralization has enabled greater policy coherence and more efficient allocation of resources. By serving as a hub for industry support, KOCCA has played a key role in bridging the gap between government policy and market needs. Its establishment marked a significant step toward the institutionalization of Korea’s content industry strategy. Moreover, KOCCA’s structure reflects a broader governance philosophy that emphasizes coordination over fragmentation.

One of the defining features of KOCCA is its comprehensive scope of operation. Unlike fragmented systems in which responsibilities are divided among multiple agencies, KOCCA oversees a wide range of sectors, including broadcasting, film, animation, gaming, music, and webtoons. This integrated approach allows for the development of cross-sectoral strategies and the efficient sharing of resources and expertise. Moreover, it enables the agency to respond more effectively to changes in the global market. Such flexibility is essential in an industry characterized by rapid technological and cultural shifts. This adaptability has been particularly important in responding to the rise of digital platforms and new media ecosystems.

KOCCA’s core functions reflect its role as a comprehensive support system for the content industry. It provides assistance across the entire value chain, from initial planning and production to distribution and export. This holistic approach ensures that creators and companies receive continuous support throughout the development process. In addition, KOCCA invests heavily in human resource development, recognizing that talent is a critical factor in the success of the content industry. Through training programs and educational initiatives, the agency contributes to the cultivation of a skilled and innovative workforce. Such investments also help sustain the long-term competitiveness of the industry.

Another important function of KOCCA is its emphasis on global expansion. The agency actively supports the internationalization of Korean content by organizing participation in global fairs, establishing overseas offices, and facilitating partnerships with foreign entities. These efforts have significantly enhanced the global visibility of Korean cultural products. Furthermore, they have contributed to the diversification of export markets, reducing reliance on any single region. This global orientation is a key element of Korea’s content industry strategy. It also demonstrates how cultural policy can be closely linked to economic diplomacy.

Underlying KOCCA’s effectiveness is a robust legal framework that provides a foundation for policy implementation. The Content Industry Promotion Act of 2010 serves as a central piece of legislation, outlining the government’s commitment to supporting the sector. This law establishes clear policy objectives and defines the roles of relevant institutions. It also provides mechanisms for financial support and industry regulation. As such, it plays a crucial role in ensuring the consistency and sustainability of content promotion efforts. The presence of such a legal foundation enhances predictability and reduces policy uncertainty.

In addition to this act, several other laws contribute to the overall legal framework. The Framework Act on the Promotion of Cultural Industries, enacted in 1999, laid the groundwork for recognizing cultural industries as a strategic sector. The Broadcasting Act and the Film and Video Promotion Act provide sector-specific regulations that support industry development while ensuring public accountability. Together, these laws form a comprehensive and interconnected system that aligns legal provisions with policy goals. This level of integration is a key factor in the success of Korea’s model. It also illustrates the importance of legislative layering in building effective governance systems.

Thailand’s Context, THACCA, and Comparative Analysis
In contrast, Thailand’s content promotion system is characterized by a relatively fragmented institutional structure. Responsibilities are distributed across multiple agencies, each with its own mandates and priorities. This fragmentation can lead to inefficiencies and inconsistencies in policy implementation. It may also hinder the development of a unified national strategy. Addressing these challenges requires a concerted effort to enhance coordination and streamline institutional arrangements. Such structural issues are not uncommon in countries undergoing policy transition and institutional reform.

Despite these challenges, Thailand has recently taken significant steps toward reform. The government’s recognition of soft power as a strategic priority has led to the introduction of new initiatives aimed at strengthening the content industry. Among these, the establishment of the Thailand Creative Culture Agency (THACCA) represents a particularly important development. This initiative reflects a growing awareness of the need for a centralized institution to coordinate content promotion efforts. It also signals a shift toward more proactive and strategic cultural policy-making.

THACCA is expected to play a transformative role in Thailand’s content policy landscape. By operating under the Office of the Prime Minister, it is positioned to exercise a high level of authority and coordination. Its functions are expected to include the management of promotion funds, the development of talent, and the provision of administrative services. In addition, the agency aims to improve data collection and analysis, which are essential for evidence-based policy-making. These functions suggest that THACCA has the potential to address many of the weaknesses in the current system. If successfully implemented, it could become a cornerstone of Thailand’s soft power strategy.

However, the success of THACCA will depend on several critical factors. One of the most important is the development of a coherent legal framework to support its activities. Without clear legislative backing, the agency may face challenges in implementing its policies effectively. Another key factor is the ability to coordinate with existing institutions and avoid duplication of functions. Ensuring transparency and accountability will also be essential for building trust among stakeholders. In this regard, governance quality will be as important as institutional design.

A comparative analysis of KOCCA and THACCA highlights both opportunities and challenges. While both institutions share similar objectives, their contexts and levels of development differ significantly. KOCCA benefits from a mature legal and institutional framework, whereas THACCA is still in its formative stages. This means that Thailand has the advantage of learning from Korea’s experience while adapting its strategies to local conditions. At the same time, it must navigate the complexities of institutional reform. This comparative perspective underscores the importance of context-sensitive policy transfer.

4. Conclusion and Policy Implications
Importantly, the Korean model should not be viewed as a blueprint for direct replication. Each country has its own cultural, political, and administrative context, which must be taken into account when designing policy systems. Instead, Korea’s experience should be seen as a source of inspiration and guidance. By identifying key principles—such as integration, coordination, and legal coherence—Thailand can develop a model that is both effective and contextually appropriate. Such an approach allows for selective adaptation rather than wholesale imitation.

In conclusion, the promotion of cultural content has become a central component of national development strategies in the 21st century. The comparison between Thailand and Korea illustrates the importance of aligning legal frameworks, institutional structures, and policy objectives. While Korea’s KOCCA model provides valuable lessons, Thailand must chart its own path based on its unique circumstances. Continued research and international cooperation will be essential in this process. Ultimately, the success of such efforts will depend on sustained political commitment and institutional capacity.

Ultimately, the development of a robust content promotion system is not only an economic imperative but also a means of enhancing cultural identity and global engagement. By investing in this sector, countries can strengthen their position in the global cultural landscape and contribute to the diversity of cultural expression worldwide. This study underscores the importance of thoughtful policy design and highlights the potential for meaningful collaboration between nations in the pursuit of shared goals. In this sense, cultural policy becomes a bridge between domestic development and international cooperation.

References

• Kim, B., Shim, M., & Kim, H. (2025).Governance and legislation for content promotion by the Thai government: A comparison with Korea’s KOCCA model and related legislation. Journal of the Korean–Thai Studies Association, 32(1), 71–92.
• Korea Creative Content Agency (KOCCA). (2024). About KOCCA. Retrieved from https://welcon.kocca.kr
• Korea Creative Content Agency (KOCCA). (2023). Overseas expansion status survey of Korean content industries. Seoul: KOCCA.
• Korea Tourism Organization, Bangkok Office. (2024). In-depth report on Thailand’s soft power promotion policies and implications.
• Lee, S., & Lee, Y. (2016).A study on promoting content intellectual property utilization industries.Korea Culture & Tourism Institute.
• Thailand Creative Culture Agency (THACCA). (2025). About THACCA. Retrieved from https://thacca.go.th/about/
• The Nation Thailand. (2023). Soft power to be promoted through the “One Family One Soft Power” policy.