Thai Ministry Launches Thai Next Thainess to Boost Cultural Gaming
Thailand’s Department of Cultural Promotion has launched the Thai Next Thainess project to encourage youth to express Thai identity through games, Art Toy, cosplay and Roblox. Selected works will be exhibited and competed at the gamescom Asia × Thailand Game Show 2026 in Bangkok. The initiative aims to use creativity and technology to make Thai culture accessible to younger generations and the wider public.
The 'Thai Next Thainess: Thai Identity Games Go Global' initiative invites youth, new‑generation creators and artists to apply Thai cultural capital through Art Toy, cosplay and Roblox games. Selected entries will be showcased and compete at the gamescom Asia × Thailand Game Show 2026 from October 30 to November 1, 2026 at the National Convention Centre Queen Sirikit.
The Department of Cultural Promotion, Ministry of Culture, held a press launch at KANTANA Virtual Production Studio to encourage the transformation of Thai cultural heritage into modern works via creativity, technology and contemporary media, making it accessible to younger audiences and the wider public. On this occasion, Ms. Chotika Akrakitsopakul, Director‑General of the Department of Cultural Promotion, delegated Mr. Suraphan Charoentap, Deputy Director‑General, to attend the press conference and outline ways to leverage Thai cultural capital for creative and contemporary products, thereby expanding opportunities to reach youth and raise broad awareness.
Mr. Suraphan Charoentap said the department believes linking Thai culture with today’s people requires opening opportunities for new interpretations and diverse expressions. The Thai Next Thainess activity is designed as a space where cultural assets meet creativity, technology and contemporary media, allowing Thai stories and identity to communicate with youth and reach a broader audience.
Extending Thai identity through game development, Art Toy design, cosplay and digital platforms not only creates fresh ways to present culture but also gives creators the chance to evolve cultural roots into contemporary concepts and products, while providing youth and creators a venue to showcase their potential, share perspectives and present Thai identity in varied, current‑relevant forms.
The Thai Next Thainess: Thai Identity Games Go Global program is structured around four creative formats: NEXT‑SHAPE "Shape the World" – developing games that turn Thai stories and cultural elements into worlds, characters and play experiences; NEXT‑IMAGINE "Create Identity" – designing characters and Art Toys inspired by Thai heritage; NEXT‑ANIMATE "Bring Stories to Life" – interpreting Thai culture through cosplay, including character, costume and performance; and NEXT‑MATCH "Skill Showdown" – competing in Roblox‑based games that blend fun with Thai cultural elements.
Participants selected in each activity will have the opportunity to display and present their work, advance to the final round within the gamescom Asia × Thailand Game Show 2026, and compete for prizes in each category. The event also provides a platform for Thai works and ideas to reach audiences and connect with entrepreneurs and networks in the gaming and digital‑content industries.
Organizing this activity not only offers youth and creators a chance to demonstrate their abilities, it also reflects the effort to move Thai culture forward alongside global change by re‑interpreting cultural assets and presenting them in new, accessible formats.
