There is an official government body in Thailand to promote ‘soft power in every family’ (with a budget of 7,000 million Baht and a target of 20 million families). One would wonder if this is a ‘re-election campaign’ (using taxpayers money, –common among politicians) or a sandbox experiment on social engineering. There is no ‘clear goal’ – no objectives, no measures (to assess Return of Investment ) and no specific direction(s). [In plain words: this is a __ Blank Cheque __ .] One would wonder if the taxpayers money be better used elsewhere (in hard power research rather than a poster in every home).