2024-12-20
Thailand is strengthening its position as the world's kitchen through a new national campaign that focuses on food exports and food as a cultural brand. The campaign is part of the government's strategy to use Thai food as soft power to boost the economy and strengthen the country's global reputation.
Food as national pride
During a ceremony led by Srettha Thavisin, the government highlighted the role of food as a key factor in the country's development. The campaign aims not only to increase the value of Thai food exports, but also to promote innovation in food technology and highlight local specialties.
Srettha Thavisin presented the "One Village, One Chef" initiative, where local chefs are trained and certified to represent their villages on the international stage. Through this program, local specialties such as Tom Yum Goong and Massaman Curry can be even more widely distributed globally.
Technology to preserve authentic flavors
To meet the demand for Thai food worldwide, the government has invested in new technology for frozen food and food packaging. This innovation makes it possible to preserve the authentic flavors and quality of traditional dishes, while being able to export them to new markets.
A particular part of the campaign focuses on supporting SMEs in the food sector, as well as encouraging investment in Thai food innovations. A new national Food Innovation Center will also be established to promote research and development.
Cultural and economic impact
The campaign also includes promoting Thai food as an important part of the tourist experience. The government plans to use major international events to highlight Thai food, such as through pop-up restaurants and cultural food festivals.
“Food is not just nourishment – it is part of our identity,” said Srettha Thavisin. "By sharing our tastes with the world, we build bridges between cultures and strengthen our economy."
Results and future investments
Thailand is already a leading exporter of rice and other foodstuffs, but the goal of the campaign is to increase the export value by 20% by the year 2026. The government also sees opportunities to increase tourism through food, which could bring additional economic benefits.
With this investment, Thailand is positioning itself as a global food leader, where culture and economy go hand in hand.
What is soft power?
Soft power is a nation's ability to influence others through culture, values and diplomacy rather than through military or economic power. The concept was introduced by researcher Joseph Nye and is often used to describe how countries like Thailand can strengthen their global influence by sharing their culture, for example through food, film or tourism.Thai food – A global favourite
Thai food is known for its balanced flavors of sweet, sour, salty and strong. Some of the most popular dishes include:
- Tom Yum Goong: Spicy shrimp soup with lemongrass.
- Pad Thai: Fried noodles with tofu, egg and peanuts.
- Massaman Curry: A rich curry with influences from the Middle East and India.
Thai food is also associated with fresh produce and healthy ingredients, which contributes to its popularity on the global stage.
Thailand's soft power strategy
Through initiatives such as "One Village, One Chef" and investments in food innovation, Thailand is positioning itself as a global food leader. These initiatives strengthen the country's culture as an export commodity and build bridges between Thailand and the rest of the world.
Reference:
The information is based on reporting from NNT – National News Bureau of Thailand. See the original clip here.
Text: The editorial staff
Image license: Hmmm, Pixabay, original image