Supchee Promotes Thai SELECT Restaurant in Cannes, Showcasing Thai Cuisine's Soft Power to the World
Thailand's Deputy Prime Minister visited a Michelin-starred Thai restaurant in Cannes to promote Thai cuisine as a soft power tool, reviewing operations and gathering market insights from European business owners.
Deputy Prime Minister and Commerce Minister Supchee Sutthamphan, accompanied by senior Commerce Ministry officials including Wuthijai Leevirapat (Permanent Secretary), Varawuth Somwangpresert (Ministry Inspector), and Prawit Silao-on (Deputy Director General of the International Trade Promotion Department), visited Tuk Tuk Thai, a one-star Thai SELECT-certified restaurant in Cannes, France. During the visit, the delegation reviewed the restaurant's operations and solicited business owners' recommendations on promoting Thai cuisine in the European market.
Tuk Tuk Thai stands as one of the most popular Thai restaurants among French residents, tourists, and expatriates, especially during the Cannes Film Festival when visitors from around the world flock to the city. Located on Rue Bivouac Napoléon in central Cannes, the restaurant serves authentic Thai cuisine in a warm, welcoming atmosphere decorated with Thai cultural elements including colors, photographs, and décor from Thailand.
The restaurant's menu features internationally recognized Thai dishes including pad Thai, tom yum shrimp, green curry chicken, and shrimp pad krapow, using high-quality local ingredients combined with authentic Thai spices and sauces imported from Thailand. The restaurant also accommodates dietary restrictions with vegetarian and vegan options, adjusting spice levels to suit customer preferences.
"The Ministry views Thai restaurants abroad as crucial mechanisms for building a positive image of Thailand and important tools for promoting Thai soft power on the world stage through the appeal of food, culture, and Thai hospitality. This helps create awareness and appreciation for Thai products and services internationally," a ministry statement said.
France currently hosts 37 Thai SELECT-certified restaurants, including one three-star establishment (L'Orchidée in Ensisheim) and 36 one-star restaurants scattered throughout Paris and major cities nationwide.
The revamped Thai SELECT program now features four certification levels: Thai SELECT Casual, Thai SELECT 1 Star, Thai SELECT 2 Star, and Thai SELECT 3 Star, covering establishments from casual to premium dining. The new framework strengthens evaluation criteria across five key areas: food taste and presentation, atmosphere and consumer experience, hygiene standards, chef expertise, and ingredient quality, using an orchid-shaped emblem to signify international standard Thai cuisine quality.
Interested parties can contact the International Trade Promotion Department, Ministry of Commerce, at 1169 or visit www.ditp.go.th for more information and international trading opportunities through THAITRADE.COM.
