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Dr. Niracharapa Tongdhamachart

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1 Dr. Niracharapa Tongdhamachart
Creative Economy Dr. Niracharapa Tongdhamachart Software Industry Promotion Agency Ministry of ICT 17 December 2009

2 Change of Economic Structure
Decline of Global consumption Decline of Demands of Thai export products Trade competitiveness advantage oil price hikes and high inflation rate Increase of interest rate Increase of liquidity due to inflow of funds and strong baht currency Impact of national mass consumption of 2 Asian countries namely India and China Asian Free Trade Agreement When we looking at the current global crisis, we can see that economic structure started to change which are the decline of global consumption, Thai export products decline, oil price hikes, inflation, inflow of funds and mass consumption, trade within Asian region.

3 Why creative economy? New or emerging market by producing quality goods and services responsive to their demands Increase of national competitiveness by adding more values on goods and services Increase of Demand Adaptation of investment atmosphere such as skill, innovation, infrastructure, policy, law and regulation revision Creative economy How can we adjust ourselves to the sudden change? Some factors we should look into such as emerging market, value added, quality of goods and services, investment atmosphere . Those lead into what is creative economy.

4 Creative Economy by UNCTAD
It can foster income-generation, job creation and export earnings while promoting social inclusions, cultural diversity and human development. It embraces economic, cultural and social aspects interacting with technology, intellectual property and tourism objectives. It is a set of knowledge-based economic activities with a development dimension and cross-cutting linkages at macro and micro levels to the overall economy. UNCTAD defines creative economy in such a way that it can generate income, create jobs and gain earning from exports. Embraces economic, cultural and social aspects with technology, intellectual property creation and enhancement.

5 UNCTAD It is a feasible development option calling for innovative, multidisciplinary policy responses and inter-ministerial action At the heart of creative economy are the creative industries

6 Structural or institutional
4 Dimensions of CE Human capital Structural or institutional social Cultural

7 Creative Industries The cycles of creation, production and distribution of goods and services that use creativity and intellectual capital as primary inputs At the crossroad among the artisan, services and industrials sectors Comprise tangible products and intangible intellectual or artistic services with creative content, economic value and market objectives Constitute a set of knowledge-based activities, focused on but not limited to arts, potentially generating revenues from trade and intellectual property rights


9 CREATIVE INDUSTRIES Heritage Arts Media Functional Creation
Cultural location โบราณคดี/ พิพิธภัณฑ์/ หอสมุด/ นิทรรศการ tradition ศิลปหัตถกรรม/ เทศกาลสำคัญ photo ภาพเขียน/ งานปั้น/ ภาพถ่าย/ โบราณวัตถุ Performing arts ดนตรี/ ละคร/ ฟ้อนรำ/ หุ่นเชิด ฯลฯ Heritage CREATIVE INDUSTRIES publications หนังสือ และสิ่งตีพิมพ์ต่างๆ audiovisual ภาพยนตร์/ โทรทัศน์/ วิทยุ Arts Media design มัณฑนศิลป์/ กราฟฟิก/ แฟชั่น/ เครื่องประดับ และของเล่น software ซอฟท์แวร์/ วีดิโอเกม/ สื่อดิจิตัลต่างๆ Functional Creation Services สถาปัตยกรรม/ โฆษณา/ การวิจัยและพัฒนา/ วัฒนธรรม และสันทนาการ

10 Creative industry value chain
Supply Demand Retail and consumption Creation Production Distribution

11 Fact and Figures of Global Creative Industries




15 Thailand 4,323 mil usd = 151,305 Mil Baht CREATIVE INDUSTRIES Export
Market Share = 1.29%

16 Creative Thailand as a National Agenda
Creative Infrastructure such as launch of Creative Economy Agency, IP laws and regulation revision, IT infrastructure Creative Education and Human Resources Creative Society and Inspiration Creative Business Development and Investment such as marketing strategy, BOI, funds

17 Supports and environment
The way forward Natural Capital (NC) Economic (EC) Social (SC)  Develop creative economy along with knowledge-based economy  Creative multidisciplinary policy and integration of government agencies Restructure of products and services for Creative and Green Economy National social and economic Development Plan 11 policy Supports and environment  Develop infrastructure and environment especially telecommunication, R&D, funds, education response to market demands. Improve market strategies for competitive advantage and global change Financial Capital (FC) Natural Capital (NC) Social (SC) Physical (PC) Human (HC) Cultural Capital (CC)  Signify intellectual property of creativity with concrete regulations and policy as well as financial assistance  Create opportunity to entrepreneurs and professional development to the market needs  Develop institutions and integrate them as network in cooperatively supporting creative industry  In-depth R&D in cultural capital  Continuity of systematic evaluation of Thai creative industry mechanism

18 SP2 To stimulate the economy of the country by supporting creative industry with 20,134 million baht or $ 575 million US

19 Thank you

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