Transcript Slide 1

Importance of National
Strategies on Promotion of
reative Industries
Office of the National Economic and Social Development Board (NESDB)
4 September, 2013
Thailand is moving from labor-based to innovation/
creativity-driven economy.
The Stage of Economic Development
Growth
Competitive
Advantage
Innovation/
Creativity-driven
Comparative
Advantage
Efficiency/
Productivity-driven
Input/
Resources-driven
1950
www.nesdb.go.th
1960
1970
1980
1990
2000
2010
2020
2
Thailand’s creative and design industries are highly
competitive internationally.
Top 10 Exporters of Design Products
Among Developing Economies, 2008
Value (million US$)
Growth (%)
70,000
60,000
60
58,848
50
49.8
50,000
40
 Thailand was the
major exporter of
design products
among developing
countries, ranked the
4th among developing
countries in 2008.
Ranking
40,000
30
4
30,000
23.44
23,874
18.57
16.21
20,000
12.87
15.45
7,759
10,000
11.72
10.8
4,474 4,464
5.01
10
3,543
2,535
3,186
2,687
2,392
1.4
0
China Hong
Kong
20
India
Thai
land
UAE Turkey Malay- Vietsia
nam
 Major exported
design products of
Thailand include
interior design,
graphic design,
fashion and jewelry
design, and toy
design
0
Mexico Singapore
Source: UNCTAD, based on official
data in UN COMTRADE database
3
Thailand is the major exporter of creative products, ranked the 6th among
developing countries.
Top 10 Exporters of Creative Products
Among Developing Economies, 2008
Value (mil. US$)
Growth (%)
90,000
44.77
80,000
70,000
60,000
Ranking
50,000
40,000
33,254
30,000
16.92
15.7
6
14.96
12.86
20,000
9.13
10.31
9,450
5.99
10,000
 Thailand was the largest
45
exporter of creative goods
in ASEAN and ranked the
40
6th among developing
35
countries, with export
value of 5,077 Mil. US$
30
in 2008.
25
 Though having market
20
share only 1.25%, the
export growth of
15
Thailand’s creative
10
goods accounts 10.3%,
higher than that
5
of Singapore and Korea .
50
84,807
6.33
5,369
5,167
5,077
4,272
5,047
4,760
3,524
1.05
0
China
Hong
Kong
India Turkey Mexico Thai- Singapore
land
Source: UNCTAD, based on official data in UN COMTRADE database
UAE
0
Korea Malaysia
4
Four Creative Sectors in Thailand
Creative
Originals
1) Crafts
2) Performing
Arts
Creative
3) Visual
Arts
Originals
4) Music
Creative Content /
Media
5) Film & Video
6) Publishing
7) Broadcasting
Creative
Content /
8) Software
Media
Creative Services
9) Advertising
10) Design
(incl. Fashion
Design)
Creative
Services
11) Architecture
Creative
Goods /
Creative
Products
Goods/Products
12) Fashion
(garment)
Creative Goods /
Products
Core Creative Industries
Related
Industries
• Thai Food
• Cultural Tourism
• Traditional Medicine
5
Twelve creative industries generate high value-addition to the
Thai economy, accounted about 11% of Thailand’s GDP
Value-added of creative industries to Thailand’s GDP 2010
% of GDP
2.5
1.8
1.6
1.6
0.9
0.7
0.7
0.4
0.1
0.1
0.04
0.01
269,362
Unit : Million Baht
196,315
170,986 167,220
99,249
74,901 73,289
41,823
9,124 8,604 4,601 1,419
Design Visual Fashion Broad Craft Publish- Soft
ware
Arts
casting
ing
Film & Adver- Archi- Music Perfor
ming
VDO tisement tecture
Arts
Source : NESDB, Thailand
6
Thailand focuses on developing 3 major
components of creative economy.
Creative Cluster = Industry
(commercial + non-profit)
Creative Workforce =
Business &
Organisations
Occupation
People
Places
Creative Communities = Geography
7
Framework for Thailand’s creative economy development
Macro Foundation
Micro Development
Thailand’s
Competitiveness
Creation
Market
Assessment
Production
Design
Raw Materials
Skills and
Technology
Commercialization
Distribution
Consumers
Related and Supporting Industries
Creative Ecology
Creative
Infrastructure
www.nesdb.go.th
Creative
Education &
HR
Creative
Society &
Inspiration
Creative
Business
Development &
Investment
8
The development creative economy in the 11th National Plan (20122016) focuses on building sound creative ecology for creative
businesses.
1. Support development of creative business
through cluster development approach
2. Promote development of creative cities by
establishing creative ecology including
physical infrastructure, human resources,
regulations and management.
3. Support creative entrepreneurs and
human resources in applying creativity for
increasing value added of products and
services.
Creative Ecology
4. Develop a proper financial system to
support investment and development of
creative industries
5. Encourage registration, protection and
commercialization of intellectual property
for driving creative businesses’ growth
9
Creative Industries development in progress
Policy
Creative
Infrastructure
Creative
Education & HR
Creative Business
Dev’t & Investment
1. Support development of creative business through cluster development approach
2. Promote development of creative cities: 10 cities around Thailand
5. Encourage
registration,
protection and
commercialization of
intellectual property
3.Support creative
entrepreneurs and HR
in applying creativity
for increasing value
added of products
and services
1) Creative Economy
Office (CEO.)
2) Project study on
the direction of
creative based
goods and service
development
1) Setting Center of
Excellence in
Universities
2) Creative economy
curriculum
Action
Creative Society &
Inspiration
4. Develop financial
system to support
investment and
development of creative
industries
1) Building awareness of
creative economy
development in all levels
in the society
2) Creating opportunity of
the Thai people to asses
into source of
knowledge to inspire
them to create new
creative ideas
1) Creative Economy
Promotion Fund:
approx. 590 Million Baht
2) SME Bank : Innovation
Finance for creative
SMEs
10
Current Mechanism for Driving Creative Economy
National Committee on Creative
Economy Policy
Chairman: Chief Advisor to the PM
Vice Chairman: PM Secretary-General
Secretary: Director of Thai CEPA
Secretariat
Thailand Creative Economy
Promotion Agency
(Thai CEPA)
Committee for
CE Promotion Fund Management
Chairman: PM Secretary-General
Secretariat: Director of Thai CEPA
Secretariat
Manage
Control and
approve the fund
Creative Economy
Promotion Fund
(approx 590 MB)
Remark: New organizational structure is now in the process of consideration by Office of the Council of State
11
Next steps for Creative Industrial Development
Creative
Infrastructure
1) Improve the efficiency
of IP management
system and services,
2) Stimulate ICT
infrastructure
development to
support creative
business
3) Continuously develop
creative city/areas to
support and attract
creative investor,
creative worker and
researcher
mobilisation
Creative
Education & HR
4) Promote
information/data/
knowledge
sharing among
firms to promote
clustering of
creative
industries
5) Develop creative
workforce that
meet the demand
of creative
industries
Creative Society
& Inspiration
Creative Business Dev’t
& Investment
6) Increase creative
8) Improve tax intensive for
space for creative
stimulating more
worker to show &
investment on R&D and
share their creative
innovation of creative
works
firms
7) Strengthen the
9) Renew law and regulation
collaboration between
that obstruct creative
creative businesses
industries’ investment
and local
and joint venture
administrative
10) Develop financial system
organizations and
to support investment and
academic institutions
ease the accessibility to
to development of
finance of creative
local creative
entrepreneurs
industries
12
Thank You
Q&A
www.nesdb.go.th
13
BACK UP
14
Creative Economy Concept applied in Thailand
Total Sector
Core
Creative
Industries
Core Creative
Industries + Related
and Supporting
Industries
A group or clusters of
new creative activities
not need to be only culture
activities (John Howkins)
Support industries/Industries
concerned or multiplier effects
on core industries
Creative Ecology
• Infrastructure development
• Human resource and education
system development
• Inspiration and creative society
development
• Financial and investment
development
Building environmental climate in cities or
areas to facilitate creating ideas and high
value creative business
• To mobilize creative business investment
and creative worker
• To upgrade living standard and stage of
economic development
15
Four Creative Sectors in Thailand
Cultural Heritage & Nature
• Craft/
handicraft
• Traditional
Medical
• Thai Food
• Cultural
Tourism
• Bio Diversity
Media
• Movies &
Video
• Printing
• Sound
broadcast
• Music
Source: : based on UNCTAD and UNESCO models
Arts


Performing Arts
Visual Arts : painting
Sculpture / Architecture
Functional Creation
• Advertise
• Design
ment
• Fashion
• Architecture* • Software
16
Creative industries become an important sector
contributing greatly to Thailand’s economy.
The proportion and value of creative industries
to Thailand’s GDP, 2002 – 2009
Unit : Millions (Bahts)
1,000,000
900,000
800,000
700,000
600,000
741,015
792,585
848,166
889,192
935,122 912,378
662,696 685,297
500,000
400,000
300,000
200,000
100,000
-
9
Cultural Heritage
Arts
Media
Functional Creation
Total
 Creative Industries have
been continuously
contributing to the Thai
economic development.
 Among major creative
industries, functional
creation sector contributes
the greatest value addition
to GDP, accounted 5.6% of
GDP in 2009.
17
Though the share of creative industries to GDP of Thailand is
declining from 12% in 2002 to 10% in 2009, it remains a major driver
of economic growth of the country.
Proportion of value added of creative industries to Thailand’s GDP
Unit: %
14.0
12.2
12.0
11.6
11.4
11.2
10.8
10.4
10.0
10.3
10.1
8.0
6.0
4.0
2.0
0.0
2002
2003
2004
Cultural Heritage
2005
Arts
2006
Media
2007
2008
Functional Creation
2009
Total
Remark: value added of Cultural Heritage not to include historical and cultural tourism and functional creation not to include Software business
18
Source: NESDB
Old Mechanism for Driving Creative Economy
Prime Minister Office Order on
Creative Economy Fund, B.E. 2554
Prime Minister Office Order on Driving National
Creative Economy Policy, B.E. 2553
National Committee on
Creative Economy Policy
Chairman: Prime Minister
Secretariat: NESDB
Advisory Committee for
Thailand Creative Agency
Secretariat: Director of TCEA
Thailand Creative
Economy Agency
(TCEA)
Committee
Member and
Secretariat
Core Agency
Committee
member and
Deputy-Secretariat
NESDB
Chairman and
Secretariat
Director-General
as a Director
Department
of TCEA is a
Secretariat
of
Intellectual
Property
Committee for
Creative Economy
Fund Management
Director-General
as a Director
of TCEA is a DeputySecretariat
Director-General
as a Director of TCEA
control
The Secretariat
of the Prime
Minister
Creative
Economy
Fund (300
Mil. Baht)
PM Secretariat is a
Vice Chairman
19
Examples of Thai Creative Industry
Craft
Korakot Aromdee
From bamboo combining with the design of kite to the
creation of unique designed lamp… “Bamboo Lamp”
Now more than 70% of Korakot’s products are exported to
France, USA, Iran, Lebanon, China, Singapore and Mexico.
20
Examples of Thai Creative Industry
Arts
Pong Lang Sa-on, a group of arts graduates from
Kalasin College of Dramatic Arts, applies knowledge
and local culture, incorporating with sense of humor
in their music and shows. Now Pong Lang Sa-on
becomes a famous entertaining artists in Thailand
Intangible Cultural
Capital
•Local dialects
•Local lifestyle
•Sense of Humor
•Arts
•Shows and Music
21
Thailand 10 Creative Cities
Chainath
City of rice grain
Chiangrai
City of Development (Doi Tung)
Chiangmai
City of Creative Arts
Nan
Nan…Animated Old city
Petchaburi
City of Palmyra
Mahasarakham City of Learning for Community Development
Yala
Bird City
Lopburi
City of Renewable Energy Innovation
Lampang
City of Ceramics
Angthong
Ekkarat...Village of Drum Production
22