BANGKOK, Thailand – In a vibrant celebration marking its 104th anniversary, the Ministry of Commerce spotlighted its efforts to enhance Thailand’s global influence through soft power. The event, held at the ministry’s headquarters, featured an array of initiatives designed to promote Thai culture and products internationally.
Central to the celebration was a mock-up of Thai SELECT restaurants, which demonstrated how Thai attributes are integrated into these establishments. The display showcased a variety of Thai ingredients, including Thai Hom Mali rice, products with geographical indications, fresh produce, and herbs. It also highlighted restaurant designs that reflect the Thai lifestyle and the use of Thai music to reinforce cultural identity.
The Ministry’s strategy involves leveraging approximately 1,600 Thai SELECT restaurants worldwide to feature Thai products and services. By installing showrooms in these venues, the Ministry aims to enhance Thailand’s soft power and global presence.
The anniversary event included a diverse range of activities, such as a showcase of Thai products—food, clothing, fashion accessories, furniture, housewares, and souvenirs—a fashion show featuring Thai textiles, and a cooking workshop with renowned chefs using ingredients with geographical indications.
Acting Deputy Prime Minister and Minister of Commerce Phumtham Wechayachai, who is serving as Acting Prime Minister, emphasized the significance of the government’s soft power policy. He noted that these efforts have not only increased the value of Thai exports but also generated additional income for the public. Wechayachai reaffirmed the government’s commitment to advancing the export of Thai goods and soft power assets.
The event also saw congratulatory messages from various representatives. Supapong Chaolan, Executive Director of the National Broadcasting Services of Thailand (NBT), attended the celebration and commended the Ministry’s initiatives. He instructed the NBT news team to cover the government’s use of soft power as a key economic driver. (NNT)
