Studying Chinese soft power in Thailand through higher educational exchange

This study examines China’s soft power strategy in Thailand, specifically through higher education exchange programs for Thai students. The study aims to evaluate how China’s higher education initiatives affect Thai students and enhance China’s soft power in Thailand. The study intends to investigate the impact of these programs on Thai students, their perceptions of China, and the broader implications for China’s soft power in Thailand, addressing gaps in the existing literature. This study employs a multi-method approach, utilizing two qualitative methods: semi-structured interviews and documentary analysis for the collection, analysis, and triangulation of data. The research sample comprises 21 Thai students who are pursuing their studies in various cities across China. The interview questions were designed to explore various dimensions, encompassing China’s overall image, foreign and domestic policy, development model, education, and China-Thailand relationships. The findings reveal that China’s higher education programs have a positive impact on Thai students’ perceptions of China, enhancing its soft power in Thailand. Regardless of the duration of their studies, Thai students reported a more favorable view of China, citing improved cross-cultural understanding, language proficiency, and exposure to Chinese society and culture. However, challenges such as communication issues, inconsistent university policies, and academic support problems were also identified, potentially hindering the effectiveness of China’s soft power initiatives. The study underscores the impact of personal relationships and education in China on Thai students’ perspectives. It offers recommendations to enhance China’s soft power in education exchange with Thailand, contributing to the understanding of China’s global influence through education. This research also provides insights into China’s soft power strategy in Thailand and its relevance to other emerging powers in the region.