Princess Ubolratana visits Busan as first Country of Focus guest at BIFF, with three films including 'Burning Giants'

Thailand puts 'soft power' forward as a new force in Asia's content market

Princess 'Ubolratana Rajakanya' of Thailand's royal family visited Busan, where the 31st 'Busan International Film Festival (BIFF)' is underway, highlighting the country's cultural influence and the powerful potential of its film industry.

Princess Ubolratana attended the 'Thai Night Busan 2026' event held Friday night at a hotel in Haeundae-gu, Busan, hosted by the Department of International Trade Promotion under Thailand's Ministry of Commerce. She said, "Please look at Thailand's industries, human resources and creativity from a broader perspective that goes beyond what is familiar and expected."

She also highlighted the global sensation generated by Thai films, saying, "I feel deeply proud that three 'Thai films' are being screened in Busan this year." Several Thai productions, including director Phuttiphong Aroonpheng's 'Burning Giants', have been officially invited to this year's festival and will be shown to audiences.

Princess Ubolratana also drew attention by directly naming 'Lisa (LISA)' of Blackpink as a global artist produced by Thailand. She lavished praise on Lisa, calling her "a leading figure who is directly introducing Thai culture to the world through her active work as a solo artist." Princess Ubolratana, the elder sister of King Maha Vajiralongkorn, also known as Rama X, attended the Busan International Film Festival in 2012. Thai artists and key entertainment industry figures from South Korea and abroad also attended Friday's event.

Thailand seeks international co-productions using original IP, accelerating global expansion

Thailand made history by becoming the first Country of Focus at this year's 'Asian Contents & Film Market (ACFM)'. The 21st edition of ACFM is being held on a large scale from Oct. 10-13 at Exhibition Hall 2 of BEXCO in Busan. It is the first time in ACFM's history that a specific country has been selected as the Country of Focus.

As Country of Focus, Thailand co-hosted the ACFM opening reception and set up a large 'Thailand Pavilion' in the center of the venue. Through the pavilion, it is providing full support for substantive business networking among Thai companies, overseas buyers, investors, producers and media organizations.

Thailand has also organized a special program under the theme 'Thailand: A New Leap Forward' and is actively seeking international co-production opportunities using its outstanding 'original intellectual property (IP)'. The initiative reflects the Thai government's strong determination to establish the country as an emerging content powerhouse representing Asia, going beyond simple cultural exchange.