With the advent of the Thailand 4.0 Policy, innovation now plays a major role as a driving force behind the kingdom’s economic and social development. This policy not only creates value-added to Thai exports but also promotes the personified reputation of Thailand as an “innovative craftsman” to the rest of the world. It also communicates the value and benefits of Thai innovations to global citizens with the “Innovated in Thailand” branding. This catchphrase is working to familiarize the international community with the country’s new image as it transitions from a tradition-based economy to an innovation-based economy.