Thai Cuisine Promotion Shines at New York Festival

The Department of International Trade Promotion (DITP) under the Ministry of Commerce successfully organized the THAI SELECT Festival 2026 in New York City on July 21, 2026, at Vanderbilt Hall in Grand Central Terminal. The event was met with overwhelming enthusiasm from crowds of locals, tourists, and consumers of both American and international backgrounds who visited throughout the day. The atmosphere was vibrant and engaging, with participants showing keen interest in the activities and Thai cuisine, reflecting the popularity of Thai food and the Thai SELECT brand in the American market and underscoring Thai cuisine's role as an important soft power asset for Thailand.

Princess Ubolratana Rajakanya Sirivadhana Barrommet graciously presided over the opening ceremony, bestowing great honor on the Commerce Ministry and affirming the importance of promoting Thai cuisine and the Thai SELECT brand on the international stage. This year's event was organized under the theme "Thai SELECT Playground – Play with Thai Flavors," which highlighted Thai cuisine's charm through experiences that blended taste, arts, culture, and creativity, allowing participants of all ages to learn about and experience the unique identity of Thai food in an enjoyable and accessible way.

Deputy Prime Minister and Commerce Minister Supachai Suthanthapanth visited 15 Thai SELECT restaurants participating in the event, each offering traditional and innovative Thai menus for attendees to sample, along with diverse activities that allowed consumers to engage closely with Thai food culture. The activities drew continuous interest and demonstrated the success of presenting Thai cuisine through participatory experiences that effectively reached consumers.

Prominent actors Mai-Bhakhapolom Romthaiton and Apo-Natthawit Wattanakit participated as Thai soft power representatives, engaging with fans and introducing Thai cuisine's appeal to people from various countries, generating significant interest and adding vibrancy to the festival while expanding awareness of Thai food and the Thai SELECT brand globally.

The success of THAI SELECT Festival 2026 reflects not only Thai cuisine's popularity in the American market but also demonstrates the potential of using food-based soft power to build brand awareness, connect consumers across diverse ethnic and cultural backgrounds, and create concrete international trade opportunities. The Department of International Trade Promotion will continue advancing the Thai SELECT brand while elevating Thai cuisine's image through ongoing marketing and public relations activities in foreign markets, building consumer confidence worldwide, promoting Thai restaurants and entrepreneurs abroad, expanding trade opportunities, creating economic value, and strengthening Thai food industry competitiveness in global markets.