The Ministry of Commerce has initiated “Travel, Taste, Eat Thai SELECT,” a campaign to promote Thai cuisine globally as part of its ‘soft power’ policy.
This effort, led by the Department of International Trade Promotion (DITP), focuses on encouraging Thai restaurants worldwide to obtain the Thai SELECT certification, ensuring the authenticity of Thai food.
Highlighting the global popularity of Thai cuisine, the administration’s support since 2002 has been instrumental in increasing the number of Thai restaurants overseas from 5,500 to 15,000. The Commerce Ministry’s Thai SELECT certification plays a crucial role in maintaining standards for Thai restaurants both in Thailand and abroad.
Currently, there are 17,478 Thai restaurants globally, with 1,546 of them being Thai SELECT certified, mainly concentrated in the US.
The campaign, backed by the Department of Business Development, the Ministry of Tourism and Sports, and the Tourism Authority of Thailand, involves marketing efforts and the creation of tourism paths centered around Thai SELECT restaurants. The approach aims to raise the international stature of Thai cuisine and significantly contribute to Thailand’s economic progress.