Thailand’s Soft Power Vision Meets Global Design Icons: A Night to Remember

I’m still in awe after attending “The New Rules of Soft Power” a visionary event organized by the Thai government that brought together some of the world’s most influential creatives across architecture, culinary arts, and performance. But the highlight of the evening for me was undoubtedly seeing Viviana Muscettola, Director at Zaha Hadid Architects, live on stage an icon I’ve admired for years.

Her presence, her words, and her perspective were powerful. Viviana spoke about how architecture can shape identity without uttering a word how iconic structures like the Sydney Opera House or the Eiffel Tower serve as non-verbal ambassadors for their nations. Hearing this from someone who has led projects under the legendary Zaha Hadid’s legacy was beyond inspiring.
Thailand’s effort to position itself as a global creative powerhouse is clearly more than just a vision it’s in motion. With initiatives like “One Family One Soft Power” and partnerships to train Thai talent internationally, this event felt like a pivotal turning point.

To be in that room, surrounded by creative minds from around the world from Michelin-starred chefs to acclaimed choreographers was electric. It reminded me why I fell in love with design in the first place: it speaks beyond language, and when done with purpose, it shapes culture.
Huge gratitude to the organizers for making this happen. And Viviana, thank you for reminding us that buildings are not just structures. They are stories, legacies, and instruments of soft power.