May 6, 2025
BANDAR SERI BEGAWAN, BRUNEI — Thailand has demonstrated its commitment to enhancing regional media cooperation during the 22nd ASEAN Senior Officials Meeting Responsible for Information (SOMRI) held in Brunei Darussalam on May 5, 2025. The Thai delegation, led by Sudruetai Lertkasem, Director-General of the Government Public Relations Department, joined representatives from other ASEAN member states and Timor-Leste to advance collaborative initiatives in information sharing and media practices across Southeast Asia.
Thailand Showcases Successful Regional Media Initiatives
During the high-level meeting, Thailand highlighted the remarkable success of its “A Journey of ASEAN Flavours” initiative, which has created significant regional impact. The innovative program engaged 23 prominent food influencers from across Southeast Asia, inviting them to explore and promote Thai cuisine and cultural heritage. This cultural diplomacy effort generated substantial engagement across social media platforms throughout the ASEAN region, effectively strengthening cultural bonds through the universal language of food.
“Our approach combines cultural heritage with digital innovation to create meaningful connections across ASEAN,” explained Lertkasem during her presentation. “Food serves as a powerful medium through which we can celebrate our diverse yet interconnected regional identity.”
Domestic Programs Enhance ASEAN Awareness
Thailand also reported on its domestic efforts to increase ASEAN awareness through several successful media programs. The “ASEAN Update” and “ASEAN Work Life” programs have become particularly popular among Thai audiences, delivering comprehensive content about ASEAN affairs across both traditional television broadcasts and various digital platforms.
These programs are part of Thailand’s broader strategy to foster greater understanding of ASEAN’s significance among its citizens, highlighting how regional cooperation impacts daily life and creates opportunities for cultural and economic exchange.
Preparation for Upcoming Ministerial Meetings
A key focus of the 22nd SOMRI was the review of three critical documents slated for endorsement at the upcoming 17th ASEAN Ministers Responsible for Information (AMRI) Meeting and the 8th AMRI+3 Meeting, which will include representatives from China, Japan, and South Korea. These ministerial-level meetings are scheduled for May 7, 2025, where Thailand will be represented by Jiraporn Sindhuprai, Minister Attached to the Prime Minister’s Office.
The documents under review include:
- The Bandar Seri Begawan Declaration — This declaration reaffirms the commitment of ASEAN Ministers Responsible for Information to strategic progress in media and information sectors, establishing a framework for continued development of regional media capabilities.
- The Kuala Lumpur Declaration on Safe and Responsible Use of Social Media Platforms — Addressing the growing influence of social media, this declaration outlines principles for ensuring these platforms contribute positively to social cohesion while mitigating potential harms.
- The Joint Media Statement of the 17th AMRI and Related Meetings — This comprehensive statement will summarize the collective agreements and future directions for information and media cooperation across the ASEAN community.
Regional Implications
The meeting reflects ASEAN’s ongoing commitment to strengthening regional identity through coordinated media and information strategies. By sharing best practices and successful initiatives, member states aim to enhance public understanding of ASEAN and foster a sense of shared community among the 670 million people living in the region.
“Information and media cooperation remains a cornerstone of ASEAN community-building efforts,” noted an ASEAN Secretariat representative at the meeting. “The exchange of experiences and innovations in this field directly contributes to our vision of a people-centered, people-oriented ASEAN Community.”
Looking Forward
As Thailand prepares for the ministerial-level meetings, its delegates expressed confidence that the collaborative frameworks being developed will further strengthen regional media cooperation and information sharing practices throughout Southeast Asia.
The upcoming AMRI meetings will build upon the groundwork laid at the 22nd SOMRI, potentially introducing new initiatives that leverage digital technologies to increase awareness of ASEAN’s role in promoting regional peace, stability, and prosperity.
For more information about Thailand’s role in ASEAN media cooperation initiatives, visit the Ministry of Foreign Affairs, Thailand website.
For updates on ASEAN activities and initiatives, follow the ASEAN Secretariat news portal.
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