Thailand has demonstrated strong regional leadership at the 17th ASEAN Ministers Responsible for Information (AMRI) Meeting in Brunei Darussalam, bringing forward innovative approaches to regional media challenges. The high-level Thai delegation, led by Minister Attached to the Prime Minister’s Office, Jiraporn Sindhuprai, participated in the two-day conference held on May 7-8, 2025, in Bandar Seri Begawan.
The opening ceremony was presided over by His Royal Highness Prince Haji Al Muhatadee Billah Ibni, Crown Prince and Senior Minister at the Prime Minister’s Office of Brunei Darussalam, highlighting the significance of this regional gathering.
Comprehensive Thai Delegation Brings Expertise to Brunei
Accompanying Minister Sindhuprai were key Thai officials including Sudruetai Lertkasem, Director-General of the Government Public Relations Department, and Penpisut Chintasophon, Secretary to the Minister. Their presence ensured Thailand brought substantial communications expertise to the regional discussions.
The gathering operated under the theme “MAJU: Media Advancing Joint Understanding: Transforming Media’s Role in Advancing Cooperation and Mutual Understanding,” bringing together representatives from all ten ASEAN member states to shape regional media strategies and strengthen cooperation across Southeast Asia.
Expanded Regional Dialogue with Dialogue Partners
The conference included both the main AMRI Meeting and the 8th AMRI+3 Meetings, which featured dialogue partners China, Republic of Korea, and Japan. Timor-Leste participated as an observer, further expanding the regional dialogue on information and media collaboration.
“These meetings represent a crucial platform for advancing media cooperation across our region at a time when information ecosystems are rapidly evolving,” said a spokesperson for the ASEAN Secretariat.
Thailand’s A.C.T. Concept Garners Regional Attention
In her address to fellow ministers, Minister Sindhuprai highlighted the progress of communication cooperation among ASEAN member states while introducing Thailand’s innovative A.C.T. concept to promote responsible and constructive media practices:
- Accessible Media: Developing inclusive media platforms that serve all demographics regardless of language, age, ability, or community
- Credible Information: Establishing trustworthy information sources while enhancing media literacy across diverse populations
- Transformative Youth: Engaging effectively with Gen Z and Gen Alpha as key stakeholders who simultaneously create, consume, and transform media landscapes
“In today’s rapidly evolving information environment, we must ensure that our media practices are not only innovative but inclusive and responsible,” Minister Sindhuprai emphasized during her presentation. “Thailand’s A.C.T. framework addresses these priorities while recognizing the unique role younger generations play in our media ecosystem.”
Media experts have noted that Thailand’s approach effectively balances technological innovation with social responsibility, potentially serving as a model for other countries in the region facing similar challenges in their information environments.
Key Outcomes and Future Directions
The meetings concluded with the adoption of three significant documents:
- The Bandar Seri Begawan Declaration reaffirming AMRI’s commitment to strategic media progress
- The Kuala Lumpur Declaration on safe social media usage
- A Joint Media Statement from the 17th AMRI and Related Meetings
These collaborative efforts aim to modernize government communications, combat misinformation, and promote creative yet responsible digital media practices—ultimately strengthening information resilience among citizens throughout the region.
The ASEAN Ministers Responsible for Information will continue monitoring implementation of these agreements through working groups and follow-up ministerial meetings scheduled for late 2025.
Regional Impact and Looking Forward
As Southeast Asia continues navigating complex information challenges, from artificial intelligence advancements to misinformation concerns, the cooperative frameworks established at this meeting provide critical foundations for regional responses.
“The media landscape continues to transform at an unprecedented pace,” noted Director-General Lertkasem. “Thailand remains committed to working with our ASEAN partners to ensure our populations benefit from these changes while being protected from potential harms.”
The next AMRI Meeting is scheduled to take place in Vietnam in 2026, where ministers will evaluate progress on initiatives launched in Brunei and address emerging regional information challenges.
For more information about Thailand’s participation in ASEAN initiatives, visit the Ministry of Foreign Affairs of Thailand.
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