The Tourism Authority of Thailand (TAT) participated in the 26th Thai Festival Tokyo 2026, held from 9 to 10 May 2026 at Yoyogi Park in Tokyo, Japan, presenting Thai pop culture and creative travel experiences to strengthen Thailand’s appeal among Japanese travellers.
The opening ceremony was presided over by Mr. Sihasak Phuangketkeow, Deputy Prime Minister and Minister of Foreign Affairs of Thailand, together with Mr. Shimada Tomoaki, Parliamentary Vice-Minister for Foreign Affairs of Japan, and Mr. Witchu Vejjajiva, Ambassador of Thailand to Japan.
Thai Festival Tokyo is the country’s largest festival held overseas and one of Tokyo’s leading cultural exchange events, attracting more than 300,000 visitors annually. Under the theme “Creative Life and Creative Heartbeat,” the 26th edition served as a Ministry of Foreign Affairs-led showcase promoting Thai culture, products, services, tourism, and creative industries ahead of the 140th anniversary of Thailand–Japan diplomatic relations in 2027.
Ms. Thapanee Kiatphaibool, TAT Governor, said, “Japan remains one of Thailand’s key visitor markets, with strong cultural affinity and long-standing travel ties with Thailand. Through Thai Festival Tokyo 2026, TAT is presenting Thailand in a contemporary and accessible way, using Thai pop culture, creativity, and lifestyle experiences to inspire Japanese travellers to discover new dimensions of the country. This supports TAT’s 2026 target of 1.2 million Japanese visitor arrivals while strengthening Thailand’s position as a global cultural destination.”
The TAT booth was opened by Ms. Thapanee, together with Mrs. Vipavee Rangsimaporn, Minister and Deputy Chief of Mission at the Royal Thai Embassy in Tokyo; Mr. Siam Sirimongkol, Director-General of the Community Development Department; Associate Professor Juthamas Kaewpijit, Ph.D., Member of the TAT Board of Directors; and TAT executives.
Within the festival, TAT presented the “Amazing Thailand: Thai Pop Culture Move” showcase, designed to engage younger Japanese travellers through Muay Thai, crafts, food, and creative lifestyle experiences. Under the concept “Thai Pop Culture Playground,” developed with Thai illustrator Mean Lee, the booth and key visual used vivid illustrations and a street-style “soi” layout to present Thailand in a fresh, accessible, and contemporary way.
The showcase unfolded across five “Soi” zones: Soi 1 offered travel information and airline partner activities; Soi 2 featured JUTATIP’s Thai weaving workshop on local wisdom and sustainability; Soi 3 by TOMATO TWINS invited visitors to discover “Your Thai Vibe” through T-POP, food, art, and wellness; Soi 4 presented Siam Si fortune sticks in a contemporary format; and Soi 5 by LONGNUAMBOYZ combined Muay Thai with fashion, street culture, and interactive activities. The main stage, inspired by Thailand’s festive mobile concert trucks, presented T-POP, music, art, and Thai cultural shows throughout the day.
The wider festival programme featured more than 170 booths covering Thailand’s creative industries, public and private sector initiatives, Thai products, food, fruits, tourism showcases, and cultural experiences. In 2026, Thai Festival events are scheduled in 45 cities across 36 countries worldwide.
