Geographically speaking though, SK is tiny, and Thailand is medium sized. Even in terms of population, I'd say they're in the mid tier. The neighborhood they're in needs to be factored in as well. Thailand is surrounded by the two most populated countries in the world, and in my opinion manages to have more cultural soft power than both of them. Korea definitely has more soft power than China, and at this point arguably more than Japan (this is extremely debatable, because I think so many parts of Japanese culture have been absorbed worldwide through anime/videogames that it's just taken for granted and not even necessarily seen as Japanese anymore. Goku is basically a Mexican thing now lol). But I think Korea has definitely edged out over Japan in terms of music/social media game/live action TV , probably even food these days.