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Siam Piwat Group has joined forces with Bangkok Pride, the Tourism Authority of Thailand, the Bangkok Metropolitan Administration, the Creative Industry and Soft Power Institute, the Creative Economy Agency, and the United Nations in Thailand for “Bangkok Pride Festival 2025” and “The Celebration: Right to Love”.
The press conference gathered key government, industry, and international organizations, including Ministry of Tourism and Sports, National Soft Power Development Committee, Subcommittee on Festival Industry National Soft Power Strategy Committee, Federation of Thai Industries (FTI), Bangkok Metropolitan Authority, Tourism Authority of Thailand, UN Secretary-General in Thailand, Naruemit Pride Co., Ltd. and Yellow Channel Co., Ltd., along with representatives from various public and private sectors – demonstrating a united cross-sector commitment to elevating pride month in Bangkok as a global celebration of diversity and soft power.
National collaboration and global vision
The 2025 celebration is not just a singular event, but a month-long convergence of four major initiatives – collectively forming Thailand’s most significant Pride movement to date:
“The Celebration: Right to Love” – a curated campaign of events across global destinations – Siam Paragon, Siam Center, Siam Discovery, and ICONSIAM, is hosted under the ONESIAM banner by Siam Piwat, spotlighting inclusivity through fashion, art, performance, and design.
“Bangkok Pride Festival 2025” – including the Bangkok Pride Parade, is organized by Bangkok Pride, led by Naruemit Pride Co., Ltd., and serves as the national centerpiece of Pride Month.
“Drag Bangkok Festival 2025” – hosted by Drag Bangkok and produced by Yellow Channel Co., Ltd., celebrating drag culture through shows, competitions, and global performances.
“Paint the City with MY PRIDE” – is an identity campaign launched by CISPI, under the Federation of Thai Industries (FTI), in collaboration with CEA, aimed at empowering creative industries and enhancing Thailand’s soft power through inclusive branding and design.
This ecosystem of distinct-yet-united initiatives forms the foundation for positioning Bangkok as a world-class Pride destination and a beacon of both equality and economic opportunity.
“Siam Piwat Group has long championed diversity and inclusion,” Shopping Center Business, Siam Piwat Co., Ltd first executive vice president, Saruntorn Asaves, said. “Through ONESIAM, we are not only hosting world-class events—we are empowering social progress, supporting creative industries, and drawing global visitors to Thailand. Our properties are platforms of opportunity where love, identity, and creativity intersect to generate real value for communities and the nation.”
“Inclusive societies are more resilient and prosperous. Thailand’s Pride movement demonstrates how rights, culture, and commerce can work in harmony,” Representative of the UN Secretary-General in Thailand, Michaela Friberg-Storey, said.
“Pride tourism is a powerful tool to strengthen Thailand’s appeal and position the country as a welcoming, creative, and world-ready destination,” Governor of the Tourism Authority of Thailand, Thapanee Kiatphaibool, said.
Pride as a growth engine for the creative economy and tourism
“In just three years, participation has surged from 100,000 in 2023 to over 300,000 projected in 2025,” Naruemit Pride Co., Ltd president, Waaddao Ann Chumaporn, said. “Economic circulation from Pride Month is expected to exceed 4.5 billion baht, benefitting sectors from retail and entertainment to hospitality and transport.”
This year’s Bangkok Pride Parade spans three kilometers along Rama I Road with Siam Center, Siam Paragon and Siam Discovery serving as major event anchors, reinforcing the area’s identity as Bangkok’s Pride District and a vibrant commercial hub for inclusive tourism.
This exponential growth reflects Pride’s rising role as a national tourism driver and soft power export. As the festival continues to scale – with over 70 partners and increasing international interest – it lays the groundwork for Bangkok to become Asia’s Pride capital and a future host of World Pride 2030.
“This is more than a celebration for the LGBTQIA+ community—it is a platform for nationwide economic stimulus, creative industry expansion, and global positioning,” Waaddao added. “It’s a declaration that Bangkok and Thailand are ready to lead.”
“MY PRIDE” – A soft power strategy through inclusive branding
At national level, CISPI, under the FTI, and the CEA have launched the campaign “Paint the City with MY PRIDE” – a strategic initiative that introduces a new identity system designed to be adopted across industries to increase business value and support national tourism. Over 10 major brands are releasing special products throughout May and June.
The LGBTQIA+ community is a powerful creative driver,” FTI chairman, Kriengkrai Thiennukul, said. “MY PRIDE channels that energy into inclusive branding, helping industries nationwide grow with purpose.”
his powerful cross-sector collaboration marks a pivotal step in uniting creativity, inclusivity, and national strategy – demonstrating Thailand’s readiness to host World Pride and take its place on the global stage.
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