Thai Halal Food as Soft Power for Thailand Towards the Chinese Market: A Sentimental Analysis Approach

Abstract

This study explores the significance of Thai Halal food as a means of exerting influence for Thailand in the Chinese market. The research explores consumer preferences and market trends by utilising sentiment analysis and machine learning models like BiLSTM, XGBoost, and GBR. The halal industry, with a global value of $2.3 trillion, has immense growth opportunities, especially in China, thanks to the Belt and Road Initiative. The research emphasizes the widespread appeal of Thai cuisine, featuring popular dishes such as Massaman curry and Tom Yum Goong, as well as the importance of government support and strategic marketing to maximize cultural assets. Analysing consumer reviews and social media discussions helps identify important market drivers and potential investment opportunities for promising products. The results suggest that focusing on popular categories such as processed foods, fresh foods, and convenience items can help to optimise revenue. Forecasting models analyse consumer sentiment and sales trends to offer valuable strategic insights for long-term growth in the Chinese market. Combining different sources of strength, such as faith power, soft power, and digital power, creates a powerful foundation for Thailand to expand its cultural and economic influence.