TAT, ICONSIAM, True CJ Creations, and Ryoii Film Unite to Ignite Thailand's Hidden Gem Project, Showcasing Thai Culture and Cuisine to the World

Ms. Ari Arijitsatien - Chief Executive Officer (CO) - True CJ Creations, stated, "Thai street food is

poised to become a global soft power phenomenon, representing the heart of Thai culture. Yet, many

local culinary treasures remain hidden from the world. The Hidden Gem project was born to shine a

light on these undiscovered gems, offering a seamless and captivating experience across digital and

real-world channels."

The Hidden Gem documentary series delves into the stories behind Thailand's most iconic and

lesser-known eateries, further brought to life through the Hidden Gem website—a comprehensiveguide 

for travelers and food lovers to explore the unique tastes and traditions of Thailand. This year- 

long initiative will culminate with the Hidden Gem Food Festivalat River Park, ICONSIAM, where Thai

food and culture take center stage.

Mr. Sung Hoon Jung,- Chief Executive Officer (CO) - True CJ Creations, added, "The Hidden

Gem series has garnered outstanding reviews across more than 60 countries, including Asia, Europe,

and Australia, airing on networks like Asian Food Network (AFN), Thema SAS, SBS Australia, and

Njam, and also on Thai Airways. With the launch of the Hidden Gem website, we aim to offer global

audiences an interactive and enriching way to discover the culinary and cultural stories that make

Thailand extraordinary."

The first season of the Hidden Gem series, co-produced by True CJ and Ryoii Film, includes six

compelling episodes: JOK ONE TABLE, TALES OF TRANG'S ROASTED PORK, MICHELIN

COTTON CANDY, JAII NOODLE 1953, MIDNIGHT STREET CHEF, and THE LAST FLAME OFBAMBOO STICKY RICE. 

Airing from December 2023 to January 2024, the series set the stage for

the highly anticipated second season, coming soon.

Mr. Anurak Didtachaiyawong, Chief Executive Officer (CEO) of Ryoii Film, shared, "Hidden Gem is

more than just a culinary documentary series. It captures the struggles, triumphs, and life journeys of

restaurant owners, bringing to life the deep connections between food, culture, and history. Through

these stories, we aim to inspire global audiences with the richness of Thai culinary heritage."

TAT has aligned the Hidden Gem project with the government's '5 Must-Do in Thailand' initiative:

Must Eat (savoring local delicacies), Must See (embracing Thai culture), Must Seek (exploring hidden

destinations), Must Buy (supporting local craftsmanship), and Must Beat (celebrating Thai sports).

This strategy is designed to position Thailand as a global tourism powerhouse, showcasing its vibrant

culture and cuisine.

By combining an online platform, a documentary series, and immersive experiences, the Hidden

Gem project not only highlights Thailand's culinary excellence but also solidifies the country's

reputation as a top travel destination for local and international tourists. The initiative is expected to

generate significant revenue for food and tourism operators, hotels, restaurants, and businesses in

both major cities and lesser-known regions, driving sustainable economic growth.

The Hidden Gem Food Festival, a key highlight of the project, is set to take place in December 2024

at River Park, ICONSIAM. Mr. Supoj Chaiwatsirikul, Managing Director of ICONSIAM Co., Ltd., said,

"ICONSIAM has always been a leader in showcasing Thai culture to the world, firmly establishing

Thailand as a must-visit destination. Building on the great success of the Hidden Gem project, we

are confident that the Hidden Gem Food Festival will attract both Thai and international tourists,

offering them a true taste of Thailand's diverse and rich culinary heritage. This festival will not only

delight the senses but will also strengthen Thailand's reputation as a global hub for tourism, culture,

and cuisine. It provides an opportunity for local restaurant owners and businesses to shine on the

world stage."

"Our collaboration in supporting the Hidden Gem project marks a significant milestone in driving

Thailand's tourism and economic growth. We are committed to further developing Thailand's soft

power and '5 Must-Do in Thailand' strategy, elevating the country's image as a global tourism center."

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