What is THACCA and Why Was It Launched at Cannes?

At the 2025 Cannes Film Festival, Thailand made a strong international push by launching a new agency: THACCA – Thailand Creative Culture Agency. This marks a bold shift in the country’s vision: no longer content to be merely a filming location, Thailand is striving to become a global soft power hub.

During the event, THACCA hosted a talk titled “How to Make Millions with Thailand”, one of the most attended sessions of the day. It featured Thai government officials, private sector leaders, and filmmakers discussing everything from creative industry support to the journey of A Useful Ghost, a Thai film selected for Critics’ Week, as well as the revival of the Bangkok International Film Festival (BIFF).

What is THACCA?

THACCA (Thailand Creative Culture Agency) is a newly formed agency under the National Soft Power Strategy Committee. It aims to propel 14 creative industries—from film, music, and fashion to wellness and performing arts—with the ultimate goal of boosting Thailand’s economy through culture and creativity. The THACCA Act is expected to be finalized by 2027 and is recognized as a key national agenda under the administration of Paetongtarn Shinawatra.

Why Cannes?

Launching THACCA at Cannes wasn’t just for optics—it was a strategic move to show Thailand’s serious intent to play a major role in the global entertainment industry. Dr. Surapong Suebwonglee, Vice Chairman of the Prime Minister’s Advisory Committee, emphasized that this is not just policy—it’s a global positioning strategy.

THACCA’s key support tools include:

  • A 200 million THB production fund for films, series, animation, and documentaries
  • A 10 million THB development fund for creative ideas and IP
  • A 10 million THB short film fund for emerging directors

Thailand brought six funded projects for business matching, five producers to the Producers Network, and screened five Thai short films internationally. With 12 Thai companies, including GDH 559, Kantana, and The Monk Studios at the Marché du Film, the mission extended beyond licensing deals—it showcased Thailand’s world-class production capabilities.

Thailand also welcomes international film productions with up to 30% cash rebates and robust infrastructure from studios to VFX firms like Kantana, White Light, and The Monk.

This global drive is led by M.R. Chalermchatri Yukol (Khun Chai Adam), who oversees international cooperation policy with regional representatives across Europe, Asia, and the Middle East.

BIFF 2026 – More Than Just a Film Festival

Next year marks the return of the Bangkok International Film Festival (BIFF), now under Artistic Director Dr. Sarun Govitvanitcha. It will be completely reimagined—with an international competition, Thai Titan Marama section, Asian film pitching platforms, and full-scale industry activities—scheduled for January, just before Sundance.

THACCA: A New Gateway for Creators

From THACCA’s global launch to the rebranding of BIFF, Thailand is announcing itself as a host nation for the world’s creative industry. For those seeking new collaborations or safe spaces to test bold storytelling, Thailand may just be the unexpected answer in this era of soft power.