 The Tourism Authority of Thailand (TAT) celebrates the international success of Tasteful Thailand, a food documentary series supported by TAT to promote Thai gastronomy and culture through Tencent Video and WeTV, after the programme was named Gold Winner in the General-Documentary category at the 47th Annual Telly Awards in the United States.
Ms. Thapanee Kiatphaibool, TAT Governor, said, “Tasteful Thailand reflects the strength of Thai gastronomy as a living expression of culture, community, and destination identity. This recognition affirms TAT’s direction to present Thai food not only as a world-renowned cuisine but also as a meaningful travel experience rooted in local ingredients, heritage, and people. The project also aligns with our strategy to position Thailand as a leading gastronomy tourism destination for quality travellers.”
Created for Tencent Video and WeTV, Tasteful Thailand engages new-generation Chinese travellers, who combine travel with food discovery. The series supports TAT’s content-led approach to strengthening destination perception and inspiring travel through gastronomy, culture, soft power, and place-based storytelling.
Across 10 episodes, each running 10–15 minutes, the documentary traces the origins of Thai flavour through distinctive ingredients, local food cultures, and leading Thai chefs, connecting culinary creativity with community knowledge, local sourcing, and nearby travel experiences. Featured routes include sticky rice in Chiang Mai, lemongrass in Khon Kaen, mackerel in Samut Songkhram, palm sugar in Phetchaburi, chilli in Phuket, pla ra (fermented fish) in Khon Kaen and Udon Thani, coconut milk on Ko Samui in Surat Thani, basil in Kanchanaburi, Yen Ta Fo (pink noodle soup) in Bangkok, and scented sweets in Bangkok.
The series began airing on Tencent Video and WeTV on 20 December 2025, supported by teaser content, interviews with the Chinese director about his filming experience in Thailand, social media promotion across WeChat, Douyin, Weibo, and Xiaohongshu, and behind-the-scenes content from the Sanook Social Team.
The Telly Awards honour excellence in video and television across all screens. Founded in 1979, the awards receive more than 13,000 entries annually from six continents, with winners representing leading agencies, broadcasters, production companies, publishers, and digital creators worldwide. The recognition reinforces the global appeal of Thai gastronomy and Thailand’s strength in culture-led tourism storytelling.
