Thailand Launches Thai SELECT Festival 2026 in New York
Thailand will launch the Thai SELECT Festival 2026 on July 21 at Grand Central Terminal in New York, featuring 15 certified restaurants promoting authentic Thai cuisine and elevating the country's food exports in the U.S. market.
Thailand's Department of International Trade Promotion (DITP) under the Ministry of Commerce is preparing to host the THAI SELECT Festival 2026 on July 21, 2026, at Vanderbilt Hall in Grand Central Terminal, New York. The festival aims to promote Thai cuisine and elevate the Thai SELECT brand in the U.S. market, one of Thailand's most strategic export destinations, while positioning Thai food as an important soft power asset and creating business opportunities for Thai entrepreneurs globally.
The ministry has invited Princess Ubolratana to serve as patron of the opening ceremony, honoring Thailand's efforts to promote Thai cuisine and the Thai SELECT symbol internationally. Thai food represents a major economic driver for the country, particularly in food exports and Thai restaurant businesses abroad, with the United States being a high-value market characterized by strong purchasing power and openness to international cuisine. New York, as a global hub for culture, lifestyle, and consumption, provides an ideal platform for visitors to experience quality Thai food under the Thai SELECT brand and discover flavors, culture, and innovations recognized worldwide, reinforcing Thailand's position as the "Kitchen of the World."
The 2026 festival operates under the theme "Thai SELECT Playground – Play with Thai Flavors," inviting participants on a journey through Thai taste experiences that blend food, arts, culture, and creativity. The event will feature 15 Thai SELECT-certified restaurants in New York presenting authentic and innovative Thai dishes, along with appearances by international celebrities Mai Phakkamai and Apo Nuttavit, who will serve as ambassadors of Thai soft power, meeting fans and promoting genuine Thai flavors to global audiences.
The THAI SELECT FESTIVAL 2026 represents the Department of International Trade Promotion's commitment to advancing Thailand's food export strategy and restaurant business through international recognition and elevation of the Thai SELECT brand as a globally recognized symbol of authentic Thai taste, creating trading opportunities and economic value while strengthening Thailand's food industry in the global market.
