24/07/2567
PM reaffirms the government’s commitment to supporting foreign film crews in Thailand through initiatives designed to boost film production
Eager to welcome Apple for the filming of its latest video advertisement in Thailand, which helps to promote Thai Soft Power, while boosting business opportunities, enhancing the tourism sector, and increasing local income.
On July 24, 2024, Mr. Chai Wachirong, the spokesperson for the Prime Minister’s Office, announced that the government is poised to advance Thailand’s film industry to generate revenue and promote tourism through the country’s unique Soft Power. This aligns with the policies of Prime Minister Settha Thavisin. He expressed satisfaction that renowned technology company Apple has filmed a product advertisement in Thailand. The video highlights Thailand’s Soft Power by showcasing the enjoyment of travel throughout various parts of the country, providing an opportunity to present Thai tourist attractions, culture, and cuisine to international audiences.
The spokesperson for the Prime Minister’s Office mentioned that the commercial is titled “The Underdogs: OOO (Out Of Office) | Apple at Work,” which has been released on Apple’s official YouTube channel, boasting 19.1 million subscribers. As of July 24, 2024, the video has garnered over 3.6 million views. It tells the story of employees from a U.S. company who travel to Thailand in search of a factory to produce their products. While on their assignment, the characters explore various parts of Thailand and work seamlessly from any location. Each scene of the video illustrates Thai Soft Power by incorporating elements such as Thai cuisine, elephant-patterned clothing, traditional Thai massage, and methods of transportation like tuk-tuks, boats, buses, and trains. Locations featured include Hua Lamphong Railway Station, Yaowarat Road, and Rayong Province, showcasing the diverse and vibrant Thai tourism experience. The warmth and friendliness of the Thai people enhance the appeal for tourists.
Additionally, the video reflects the characters’ ability to work remotely (Work from Anywhere). Thailand offers a suitable environment for such flexibility, thanks to its stable, high-speed internet connectivity. This aligns with recent measures and visa guidelines aimed at boosting tourism and stimulating the Thai economy that went into effect on July 15, 2024. Notably, a new visa category, the Destination Thailand Visa (DTV), has been introduced for foreigners wishing to stay in Thailand for remote work while exploring the country (workcation). This visa allows for a stay of up to 180 days at a time, with a validity of five years.
This initiative reflects the government’s policy to attract foreign film crews through measures promoting international film production in Thailand (Thailand Film Incentive Measures), which includes cash rebate incentives of up to 20 percent of eligible expenses incurred in Thailand. According to data from the Foreign Film and Video Affairs Division (TFO Thailand Film Office) at the Ministry of Tourism and Sports, there were a total of 259 foreign films produced in Thailand between January and July 2024, with advertising and public relations films leading the category with 106 projects. Filming occurred across 31 special economic zones, utilizing locations in 49 provinces, which generated an investment exceeding 3.881 billion baht.
“The Prime Minister has consistently supported the enhancement of the country’s potential and has implemented policies to capitalize on Thailand’s Soft Power as a key attraction for individuals from around the globe seeking to travel, work, and live here, positioning Thailand as a significant destination worldwide. The government is prepared in all domains, including support measures for foreign filming and visa exemptions to facilitate workers and tourists, enhancing the country’s image and creating opportunities to stimulate tourism, expand business prospects for Thai entrepreneurs, and distribute income among all citizens,” stated Mr. Chai.
24/07/2567
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PM Reiterates Government’s Support for Foreign Film Crews in Thailand
Ready to welcome Apple to use Thailand as a location to shoot the latest video advertisement, helping to spread Thai Soft Power, confident in expanding business opportunities, strengthening the Thai tourism industry, and increasing people’s income.
On July 24, 2024, Mr. Chai Wachirong, spokesman for the Prime Minister’s Office, revealed the government’s robust initiatives aimed at driving the film industry in Thailand to create cash flow and boost the economy. These initiatives are crafted to promote tourism through showcasing Thailand’s unique Soft Power, aligned with the policies of Prime Minister Mr. Settha Thavisin. Notably, a premier technology company like Apple is currently filming a product advertisement in Thailand, which alludes to the fun of traveling in the country while highlighting its culture, heritage, and culinary diversity.
The commercial titled The Underdogs: OOO (Out Of Office) | Apple at Work was launched on Apple’s official YouTube channel—which has a staggering 19.1 million subscribers. As of July 24, 2024, it has garnered over 3.6 million views. The narrative follows a group of American employees who travel to Thailand in search of a factory for product manufacturing, seamlessly documenting their explorations of Thai attractions throughout their work journey.
The video showcases vibrant aspects of Thailand, such as delectable Thai cuisine, elephant-patterned apparel, traditional Thai massages, and transportation methods including tuk-tuks and boats. Locations displayed in the advertisement encompass iconic spots like Hua Lamphong Railway Station, Yaowarat Road, and the picturesque Rayong Province. This portrayal effectively emphasizes Thailand’s rich tourism landscape, highlighting its friendly locals who are always eager to assist tourists.
Remote Work in Thailand: An Emerging Trend
The advertisement’s message strongly resonates with the evolving work culture titled Work from Anywhere, a concept that is gaining traction worldwide. Thailand is particularly conducive for such flexibility, boasting a stable high-speed internet infrastructure. This aligns seamlessly with new visa regulations initiated on July 15, 2024, designed to enhance tourism and stimulate economic growth.
One significant addition is the Destination Thailand Visa (DTV), targeted at foreigners wishing to stay for an extended period to work remotely while also traveling. This visa allows a maximum stay of 180 days at a time, with a validity period of up to 5 years—an enticing proposition for digital nomads.
Attracting Foreign Filmmakers
The government is committed to attracting foreign film crews through various incentives. This includes the Thailand Film Incentive Measures, allowing for a cash rebate of up to 20% on eligible expenses incurred during filming in Thailand. This initiative not only elevates Thailand’s status as a prime filming location but significantly contributes to local economies.
Statistics Show Flourishing Film Industry
Recent data from the Foreign Film and Video Affairs Division (TFO Thailand Film Office) highlights robust activity in Thailand’s film sector. From January to July 2024, 259 foreign films were shot in the country, predominantly focusing on advertisements and public relations, with a record 106 films shot in 31 special economic zones. This flurry of activity has generated an investment exceeding 3.881 billion baht.
Benefits of Filming in Thailand
- Diverse Locations: From urban landscapes to tranquil beaches, Thailand offers a rich tapestry of settings suitable for various film genres.
- Cultural Fusion: The opportunity to integrate Thailand’s unique culture into international film narratives enhances global viewer engagement.
- Economic Contributions: Local businesses benefit from increased tourism and filming activities, fostering job creation and economic resilience.
Case Studies: Successful Filming Projects
1. Apple’s Recent Advertisement
Apple’s advertisement fortuitously showcases Thailand’s culture and lifestyle, enhancing the image of its products while promoting Thailand as an ideal travel and work destination. Viewers are introduced to Thai cuisine, friendly locals, and scenic locations, effectively utilizing the country’s soft power.
2. International Film Festivals
Thailand has hosted prestigious international film festivals that spotlight local talent and attract international filmmakers, further establishing its reputation as a film production hub.
Practical Tips for Filmmakers
- Research Locations: Utilize local film offices to scout diverse filming locations and understand regional regulations.
- Engage Local Talent: Collaboration with local film crews can enhance the production quality and ensure cultural authenticity.
- Understand Visa Requirements: Familiarize yourself with visa options such as DTV to facilitate visa processes for crew members.
Government Perspective on Film Production
Mr. Chai emphasized the government’s dedication to cultivating the country’s potential and executing policies that promote Thailand as a prominent destination for tourism, work, and residence. Proposed measures aim to bolster the visibility of Thailand’s soft power globally, ensuring a welcoming environment for foreign filmmakers, tourists, and remote workers alike.
Conclusion
With the increasing presence of international brands like Apple filming in Thailand, the country is positioned as a blossoming hub for film production. The confluence of stunning locations, stable infrastructure for digital workers, and government support creates a golden opportunity for both filmmakers and travelers. Whether seeking engagement in cultural narratives or fostering global business connections, Thailand remains an alluring destination for all.
