Thailand Looks to Thai Restaurants Abroad to Expand Soft Power

The Thailand Creative Culture Agency (THACCA) and the Thailand Convention and Exhibition Bureau (Public Organization) or TCEB, are spearheading this strategic initiative. Partnering with key organizations—including the Department of International Trade Promotion (DITP), Thai Airways International, the National Food Institute, and leading festival organizers—Thailand aims to showcase 13 creative industries through this global campaign.

With an impressive festival lineup featuring both world-renowned events and niche cultural experiences, the initiative seeks to cement Thailand's status as a premier destination for creative and cultural festivals. By leveraging its expansive network of Thai restaurants abroad, the campaign will invite global audiences to experience Thailand's dynamic cultural landscape in a novel and engaging way.

"Soft power is a strategic priority for the government, crucial to our goal of generating 4 trillion baht in revenue within four years," said Dr. Surapong Suebwonglee, chairperson of the National Soft Power Development Committee. "By establishing a worldwide network of Thai restaurants as a platform for promoting our culture, we can showcase Thai soft power across all facets—cuisine, entertainment, design, and more. This initiative transforms existing global resources into an influential marketing network. As a pilot project, 'Taste of The Very Thai Fest' will promote Thai cuisine, Thai airlines, and other Thai products, with exclusive rewards for diners and special incentives for participating restaurants."

Chiruit Isarangkun Na Ayuthaya, president of TCEB, emphasied that the initiative aligns with Thailand's broader efforts to expand its Meetings, Incentives, Conventions, and Exhibitions (MICE) industry. "As mega events and world festivals continue to play a pivotal role in global tourism, Thailand's unique festivals, combined with its strong overseas restaurant network, create an exceptional opportunity to enhance the country's soft power. This collaboration will not only generate revenue but also add value to local communities, reinforcing Thailand's position as a cultural and economic leader."

The campaign is expected to bolster Thailand's global image, attract MICE travelers, and drive long-term economic growth. By uniting its cultural strengths with a worldwide promotional network, Thailand aims to set a new standard for soft power diplomacy on the international stage.

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