Thailand is launching an unprecedented initiative to elevate its cultural influence worldwide. It will leverage its vast network of Thai restaurants abroad to serve as ambassadors of soft power. This strategic push, dubbed the ‘Taste of The Very Thai Fest,’ is a collaborative effort between the public and private sectors to integrate Thai cuisine, creative industries, and international tourism into a cohesive and powerful promotional force.
At the helm of this initiative are the Thailand Creative Culture Agency (THACCA) and the Thailand Convention and Exhibition Bureau (TCEB), joined by prominent organizations, including the Department of International Trade Promotion (DITP), Thai Airways International, and the National Food Institute. They aim to establish a new global cultural platform that fuses Thai culinary excellence with the nation’s dynamic creative sector, ensuring Thailand’s presence on the world stage.
Thailand leverages its global Thai restaurant network to drive cultural soft power, boost tourism, and fuel a 4-trillion-baht economy by 2028.
Strategic Expansion of Thailand’s Cultural and Tourism Influence
By leveraging its global restaurant network, Thailand seeks to immerse international audiences in its renowned festivals, design, entertainment, and gastronomy—all key pillars of its 13 creative industries. This campaign is set to reinforce Thailand’s status as a world-class cultural hub, drive economic expansion, and increase inbound tourism.
“Soft power is a top national priority, directly linked to Thailand’s ambitious goal of reaching a 4-trillion-baht economy within the next four years,” stated Dr. Surapong Suebwonglee, Chairperson of the National Soft Power Development Committee. “By transforming Thai restaurants into global cultural hubs, we are amplifying our influence across multiple sectors—food, design, music, and hospitality—on an international scale. This initiative doesn’t just showcase Thai culture; it turns existing international assets into a formidable marketing network.”
The ‘Taste of The Very Thai Fest’ campaign will also offer exclusive incentives and promotional rewards to diners who engage with participating Thai restaurants, further integrating Thai cuisine with its broader cultural ecosystem.
Dr. Surapong Suebwonglee – The Chairperson of the National Soft Power Development Committee
Elevating MICE and Global Festival Presence
Thailand’s booming Meetings, Incentives, Conventions, and Exhibitions (MICE) industry is a key component of its international expansion strategy. Chiruit Isarangkun Na Ayuthaya, President of TCEB, emphasized how this initiative aligns with Thailand’s economic and tourism development objectives.
“With mega-events and global festivals becoming an increasingly crucial aspect of international tourism, Thailand’s distinctive festivals and rich culinary heritage give it an unparalleled advantage,” Chiruit explained. “By integrating these strengths into our MICE strategy, we create an economic multiplier effect—enhancing Thailand’s cultural value while generating revenue for local businesses and communities.”
As part of this strategic movement, this network will promote world-renowned and niche Thai festivals, innovatively and immersively bringing Thai culture to global audiences.
The Future of Thailand’s Soft Power Strategy
Thailand’s commitment to cultural diplomacy through gastronomy, entertainment, and design is expected to reshape the nation’s global brand image. By seamlessly merging Thai cuisine with tourism, creative industries, and international events, this initiative marks a transformative shift in Thailand’s approach to soft power diplomacy.
The campaign is anticipated to boost MICE tourism, solidify Thailand’s reputation as a cultural powerhouse, and drive sustained economic growth. More than just a culinary experience, ‘Taste of The Very Thai Fest’ is an ambitious global marketing and nation-branding strategy poised to redefine how the world experiences Thailand.
Written by: Kanda Limw
