THAI SELECT Festival 2026 Draws Strong Public Interest in New York, Reinforcing Thai Cuisine as a Global Soft Power

The festival marked another important milestone in Thailand's efforts to strengthen the international recognition of Thai cuisine as one of the country's most influential Soft Power assets while enhancing the global reputation of the THAI SELECT certification as a trusted symbol of authentic Thai food and exceptional dining experiences.

The Ministry of Commerce was deeply honored by the gracious presence of Her Royal Highness Princess Ubolratana Rajakanya Sirivadhana Barnavadi, who presided over the festival's opening ceremony. Her Royal Highness's participation added significant prestige to the event and underscored Thailand's continued commitment to promoting its rich culinary heritage on the international stage.

Held under the theme "THAI SELECT Playground - Play with Thai Flavors," the festival transformed one of New York City's most iconic public spaces into an immersive celebration of Thai gastronomy. Visitors experienced Thailand through authentic flavors, cultural traditions, and interactive activities designed to showcase the diversity and creativity of Thai cuisine in an engaging and accessible way for audiences of all ages.

Following the opening ceremony, Deputy Prime Minister and Minister of Commerce, Mrs. Suphajee Suthumpun accompanied Her Royal Highness Princess Ubolratana Rajakanya Sirivadhana Barnavadi on a tour of the festival, visiting all 15 THAI SELECT-certified restaurants participating in the event. Each restaurant showcased a selection of authentic Thai signature dishes alongside innovative culinary creations, offering visitors an opportunity to experience the richness and diversity of Thailand's culinary heritage.

Throughout the festival, guests also enjoyed a variety of interactive culinary and cultural activities that provided immersive opportunities to explore Thai food traditions, craftsmanship, and regional flavors. Continuous participation across every activity zone created a vibrant atmosphere throughout the day, demonstrating the festival's success in engaging consumers through authentic experiences while strengthening appreciation for Thai cuisine and the THAI SELECT brand.

Another major highlight of the festival was the appearance of internationally acclaimed Thai actors Mile Phakphum Romsaithong and Apo Nattawin Wattanagitiphat, who met with fans and joined festival activities celebrating Thailand's culinary culture. As ambassadors of Thailand's contemporary Soft Power, their participation generated tremendous excitement and further expanded public awareness of Thai cuisine and the THAI SELECT brand among international audiences.

The success of THAI SELECT Festival 2026 demonstrates the unique ability of Thai cuisine to connect people from diverse cultures through exceptional flavors, hospitality, and meaningful shared experiences. More importantly, the festival highlighted the growing role of food as a powerful driver of cultural exchange, international trade, tourism, and economic opportunity, further strengthening Thailand's position as one of the world's leading culinary destinations.

The festival also reaffirmed DITP's long-term commitment to promoting Thai food products, supporting Thai restaurants overseas, and expanding international recognition of the THAI SELECT certification. Through initiatives such as THAI SELECT Festival, DITP continues to create valuable business opportunities for Thai entrepreneurs, strengthen consumer confidence in authentic Thai cuisine, and enhance the global competitiveness of Thailand's food industry while advancing the country's Soft Power strategy on the world stage.

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