CEA จับมือ CISPI และ TCEB จัดงานแถลงข่าว “MY PRIDE THAILAND” ชู 50 คาแรกเตอร์ไทยสุดจี๊ด สะท้อนสีสันแห่งความหลากหลายและภาคภูมิใจในทุกมิติ สร้างแบรนดิ้งประเทศไทยสู่เวทีโลกCEA Collaborates with CISPI and TCEB to Host the Press Conference “MY PRIDE THAILAND” Showcasing 50 Vibrant Thai Characters Reflecting Diversity and Pride in Every Dimension, Creating Thailand’s Branding on the Global Stage

MY PRIDE THAILAND: Cultural Pride. Creative Power. Global Influence. If you are someone who is ready to support pride in the Thai identity in every dimension... don’t keep it to yourself.

Come and join the movement... by being a part of “MY PRIDE THAILAND” by driving the campaign Paint the City with “MY PRIDE” and designing the collaborative identity “MY PRIDE” that will help create national recognition through the design of logos and characters that reflect the diversity in every dimension and the essence of Thai identity in over 50 designs. The core message of this campaign communication is to create a collaborative identity MY PRIDE presenting the concept “We are all human.” using bright colors and various shades to reflect the concept “We are all inclusive.” Moreover, it showcases the charm of Thainess, showing that everyone has value, equity, living together happily, and being proud of being Thai. This allows all sectors to flexibly apply the MY PRIDE identity in products and services, creative media, or various activities to create added business value, promote tourism, drive the creative economy, and build the image of Thailand as an open country on the global stage while pushing Thai soft power policies to grow sustainably with the participation of all sectors.

The inception of “MY PRIDE THAILAND”
By driving the campaign Paint the City with “MY PRIDE,” which serves as a voice for ‘pride’ that is not limited to sexual orientation or equality but also includes the boldness of expressing one’s identity in every aspect of humanity that has Been overlooked.

“MY PRIDE THAILAND” is a collaboration between the Creative Economy Agency (Public Organization) or CEA with the Creative Industry Development Institute and Soft Power (CISPI) of the Federation of Thai Industries (FTI), along with Pink Blue Black & Orange (PBBO) led by “Siam Atthariya,” the world’s 69th-ranked graphic designer in 2019 and 2020 (ranked by A’ Design Award and Competition, one of the largest design award competitions in the world), who has collaborated to design over 50 characters to celebrate pride in identity and Thainess, including boundless creative power, where the designs will provide both value and merit to individuals, cities, and the country.

Dr. Chakrit Pichayangkoon, Director of the Creative Economy Agency, stated that the creative economy is a crucial mechanism for driving Thailand’s development, especially in an era where innovation and creative thinking are key factors in global competition. CEA therefore focuses on promoting creative entrepreneurs to leverage design work into commercial development, expand business opportunities, and increase competitiveness at the international level. “MY PRIDE THAILAND,” held in collaboration with the Creative Industry Development Institute and Soft Power (CISPI), is an example of using “collaborative identity design” to help create distinctive national recognition, stimulate economy in both the business and tourism sectors in urban areas, through the design of the Campaign Identity consisting of a logo and creative characters from the MY PRIDE identity. The designers intended this to serve as a base for application in various forms of work, varying by context, and enabling entrepreneurs to properly apply it in accordance with copyright. The CEA initiates this pilot project during the upcoming Pride Month festival, where this campaign is not merely a celebration of PRIDE Month activities but also a significant milestone in promoting Thai identity through the power of the creative economy that will help promote festivals, business sectors, and tourism with a communication campaign reflecting diversity, equality, and being a part of Thai soft power in creating Thailand’s brand on the global stage.

Ms. Pimjai Leeissaranukul, Vice President of the Federation of Thai Industries (FTI) and President of the Creative Industry Development Institute and Soft Power (CISPI), stated that currently the LGBTQ+ community is a vital force reflecting the power of creativity in driving the country’s soft power, which will positively impact the growth of the creative economy at both organizational and industrial levels. Last June 2024, government and private sectors jointly supported the organization of Pride Month events to express a stance of support for the rights and equality in Thailand, as well as to promote Thailand as a destination for the LGBTQ+ community, attracting more than 860,000 participants and generating an income of more than 4.5 billion THB. Thus, CISPI recognizes the importance of the coexistence of diverse groups to enhance economic value and therefore collaborates with CEA to initiate the Paint the City with “MY PRIDE” campaign, using the design identity of the “MY PRIDE” campaign to communicate and raise awareness about the value of being Thai, creating a celebratory atmosphere during Pride Month festivities and other times, as well as promoting economic activities by applying the design works in Thai products and services (Made in Thailand) and in various public relations efforts, aiming to nurture the design works from the city level to the national level, positively impacting the tourism sector and driving the country’s economy further.

“MY PRIDE is a voice of ‘pride’ regarding equality and mutual acceptance. We will unite to express identity and Thainess through various Thai products and services at a fair price covering the industry, trade, services, and tourism sectors to create sustainable charm for Thailand,” added Ms. Phimjai.

Ms. Parichat Sawetseranee, Director of the Mega Event and International Festival Development Department of the Thailand Convention and Exhibition Bureau (Public Organization) or TCEB added that the government has been promoting policies to attract global events to Thailand. TCEB, as the main agency for promoting MICE and events in Thailand, is a partner in driving the Paint the City with “MY PRIDE” campaign and the MY PRIDE THAILAND identity through efforts to bring major global events to Thailand, especially proposing Thailand as the host of World Pride 2030, which is the largest international pride event supporting rights and sexual diversity in the world. TCEB will tangibly support the MY PRIDE THAILAND identity in connecting the campaign network and building a Thai partnership across all sectors using the 3P strategy (Public Private Pride Partnership) by gathering government, private partners, citizens, and pride organizations nationwide to support Thailand's bid to host World Pride 2030. Should Thailand successfully secure the rights to host the event, it is expected to attract 500,000 to 1 million attendees, creating a GDP of over 24.68 billion THB. Furthermore, TCEB will continue to promote driving this campaign by supporting the pride organizations' events nationwide as well.

Not only ‘supporting but also ‘being a part of’
The design of the primary communication image (Key Visual) of the MY PRIDE Campaign Identity or MY PRIDE CI was not based on the idea of profit in terms of “value” but rather is aware of the “value” of every individual as the main essence, including the value of design work. Thus, businesses and interested parties can use the “MY PRIDE” identity to create value and merit across different sectors, both in business and tourism.
The long-term goal is to promote tourism, drive the country’s creative economy, and build Thailand’s image as a country that is “open” and “proud of diversity in every dimension” on the global stage, while advancing Thai soft power and creative economy policies through inclusive participation of all sectors for more significant sustainable progress. This campaign has united over 10 partnering brands to further develop new products using vibrant Thai characters that adopt the “MY PRIDE” identity for commercial expansion, such as Rabbit Cards by BTS Group Holdings Public Company Limited, S&P by S&P Syndicate Public Company Limited, Chokchai Phibul Co., Ltd., Kohkae by Mae Ruay Company Limited, Moreloop by Moreloop Co., Ltd., Yi De Pao by Reboot Company Limited, Greyhound by Greyhound Company Limited, ICHITAN by ICHITAN Group Co., Ltd., Pacific Aquaculture Co., Ltd., Yan Wo Yun Corporation Group, and Siam M.C. Co., Ltd.

Who can utilize the collaborative identity or MY PRIDE CI?
1. Media Partner
Media Partners can utilize MY PRIDE CI for venue decoration or promoting products or services through their various media without charge.
2. Creative Product Partner
Creative Product Partners can integrate MY PRIDE CI into their products or design packaging under their brand* for distribution and further promote the power of diversity to society.
3. Souvenir Partner
Souvenir Partners may produce memorabilia using MY PRIDE CI for sale, unrelated to the brand of their products.

(* Participation as a Creative Product Partner and Souvenir Partner will have conditions involving costs associated with design and management support to ensure that creative entrepreneurs can use the copyrights appropriately and foster pride in their brands. Interested parties may contact for further details at [email protected])

The underlying meaning behind the MY PRIDE CI design
Behind the design of the primary communication image (Key Visual) of MY PRIDE CI, there is not only beauty, but also profound and meaningful stories. The designer intends to convey the concept “We are all inclusive,” open to all concerning sexual diversity, nationality, age, profession, or beliefs, allowing everyone to participate equally, comprising

1. Logo or emblem “MY PRIDE”
Every letter in the logo “MY PRIDE” beautifully encapsulates meaning, reflecting the power of diversity and pride in identity, as follows:

• M = Movement, the motion to move forward.
• Y = Yearlong, sustainable pride that lasts long, not limited to just Pride Month.
• P = Power, the energy generated from embracing sexual diversity and acceptance.
• R = Respect, honoring differences and human dignity.
• I = Identity, diverse identities deserving recognition and space for expression.
• D = Diversity, accepting differences that make people in this world filled with unique identities.
• E = Equality, equality as the heart of coexistence and free from discrimination.

2. Design of the primary communication image (Key Visual)
The colors and various lines of “MY PRIDE” are thoughtfully designed with the concept “We are all human” that conveys coexistence through love, understanding, and respect for differences. Highlights of this Key Visual include:
• More than 50 creative characters that reflect sexual diversity, equality, pride in being Thai, openness, and sustainability.
• Adorable Thai gimmicks such as Mount Gold, noodle cart, durian cart, Naga, Bodhi tree with tri-color cloth, Phra Ram, and others, along with characters blending popular phrases into light-hearted jokes such as I love my job, work shall pass, etc.
• A palette of colors greater than the rainbow can be widely applied without limits, accommodating every aspect of diversity.
• Flexible design that does not worry about usage, as any application will look harmonious.
• Graphic Elements that can be utilized both online and offline, whether in promotional media, venue decorations, like products or packaging, or for campaigns during Pride Month or other festivals.

For government agencies, private sectors, creative entrepreneurs, designers, creators, business operators, product manufacturers, and service providers who wish to become part of “MY PRIDE THAILAND” under the campaign Paint the City with “MY PRIDE,” may contact to join the project at [email protected] 

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Public Relations Department
Papichaya Sunthornsima     Phone: 086-031-3066    Email: [email protected]
Theeranai Sriboonmanont    Phone: 093-509-2539     Email: [email protected]

About the Creative Economy Agency (Public Organization)
The Creative Economy Agency (Public Organization): CEA is a specialized agency promoting creativity as an essential mechanism for driving the creative economy, emphasizing the development of various creative industry sectors to thrive and encouraging the manufacturing sector to apply creativity to add value to products and services, leading to enhancing the competitiveness of businesses and the country on an international level.

About the Federation of Thai Industries (FTI)
The Federation of Thai Industries (FTI) is the representative of the private sector operators working in collaboration with governmental and private sectors in driving industrial policy to address issues and develop the economy of the country under the vision of “being the core to enhance the strength and productivity of Thai industries to compete at the international level for sustainable development of Thailand’s economy, society, and environment.”