Thai SELECT is a project supported by the Department of International Trade Promotion, Ministry of Commerce, to market Thai products and services abroad. The campaign involves collaborating with global opinion leaders and media, enhancing the recognition of Thai cuisine, enhancing its appeal abroad, and enhancing the authenticity guarantor, the Thai SELECT label.
These measures call for enhancing the export value in a bid to develop more reasonable economic returns for Thailand.
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Properly in a pose, Her Royal Highness Princess Dr. Sirinthorn Rajakanya Nil Rathorn is being helped by internationally renowned master chef Wolfgang Puck for Thai dishes like crispy noodles & chicken massaman curry. This partnership covered events in local and international media such as the Los Angeles Times, ABC7’s Eyewitness News, and social media.
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It also included the Sa Wad Dee Thai SELECT Festival, by which tasty meals from seven excellent Thai restaurants will be served. SELECT certificates were also issued to 14 Thai food establishments that fulfilled the criteria for earning Thai SELECT certification. Over 200 local media representatives and influencers took part in the festival; the overall media output for the event was 535+; the festival helped raise awareness of Thai cuisine in America and strengthen cooperation with Thai restaurants.
The Thai SELECT logo will be a door opener for Thai restaurants and products that aspire to achieve international standing for their good food and great service. At present, 1,664 Thai SELECT-certified restaurants exist in foreign markets among a total of 18,852 Thai restaurants around the world. Leading the list is the USA with 445 Thai restaurant chains.
Next year, Thai SELECT aims to collaborate with the top international influencers who together have more than 10 million followers to market Thai food as cultural diplomacy similar to the Thai government’s policies. The goal is to take the Thai SELECT certification program up a notch towards Michelin star restaurant status by expanding the database of restaurants and products to be certified and defining more rigid criteria for choosing certified locations and products.
This cooperation is a major step toward increasing recognition of Thai cuisine internationally and opening fresh prospects for Thai businessmen who operate in the food industry. Thai business folks will benefit economically from the development of Thai SELECT as a symbol for Thai quality food, which will also reinforce Thai identity and brands on menus.
About Department of International Trade Promotion (DITP)
The Department of International Trade Promotion (DITP), Ministry of Commerce (MOC) Thailand, The Royal Thai Government headquartered in Nonthaburi, Thailand. We are the government body that helps foster and connect trade opportunities between Thai and international partners. With 58 Thai Trade Centres around the world, DITP is committed to serve Thailand trading partners with our greatest efforts.
