Bangkok, December 23, 2024 – In a concerted effort to bolster the international standing of Thai cuisine, the Department of International Trade Promotion (DITP) has launched a comprehensive campaign to promote the “Thai SELECT” brand globally. This initiative is designed to enhance the reputation of Thai culinary offerings and stimulate export growth.

Strategic Collaborations with Culinary Icons

The DITP has partnered with renowned chefs, including Wolfgang Puck, to showcase Thai cuisine to a global audience. Notably, Her Royal Highness Princess Ubolratana Rajakanya has participated in culinary demonstrations, further elevating the initiative’s profile. These events have been featured in prominent media outlets such as the Los Angeles Times and ABC7 News, reaching a wide international audience.

‘Sawadee Thai SELECT Festival’

To further these efforts, the “Sawadee Thai SELECT Festival” has been organized, bringing together top Thai restaurants to demonstrate their culinary expertise. The festival emphasizes the significance of the “Thai SELECT” logo, which serves as a hallmark of quality and authenticity for Thai restaurants and products worldwide. Currently, there are 1,664 Thai SELECT restaurants globally, with 445 located in the United States.

Leveraging Influencer Partnerships

The Commerce Ministry plans to collaborate with global influencers, boasting a combined following of over 10 million, to expand the reach of Thai cuisine. This strategy aims to elevate the Thai SELECT brand to Michelin-star status by increasing the number of establishments bearing the logo and enforcing stringent selection criteria to ensure the highest standards of quality and authenticity.

Aligning with Government Policy

This initiative aligns with the government’s policy to utilize Thai cuisine as a key element of “soft power,” driving sustainable economic growth for the country. By promoting Thai culinary arts on the global stage, the DITP aims to enhance Thailand’s cultural influence and economic prosperity.