Thailand Awards Thai Selection Seal to Chinese Restaurant Chain

Thailand's Commerce Ministry promoted its Thai SELECT certification stamp at Thai Rice House restaurant in Xiamen, Guangdong Province, China, highlighting sticky rice with durian and Thai cuisine promotion through local influencers. Deputy Director-General Surinthon Suntorsanan of the International Trade Promotion Department presided over the Thai SELECT seal ceremony at the MIXC shopping mall branch in Xiamen, with restaurant manager Mr. Lin Zhi Hao accepting the award. The event featured Thai cooking demonstrations and Thai SELECT promotion by the Trade Promotion Office in Xiamen, attracting over 20 local influencers to boost awareness and confidence in Thai food standards in the Chinese market.

Thai Rice House, established in 2004, now operates over 50 branches across China and ranks among the top Thai restaurant brands receiving the Thai SELECT seal from the Commerce Ministry. The restaurant maintains Thai authenticity and flavor through carefully selected premium Thai ingredients including ginger, galangal, kaffir lime leaves, bird's eye chilies, curry pastes, and Thai jasmine rice. Some fresh ingredients are air-shipped to maintain quality, and the restaurant partners with CP (Charoen Pokphand) Group, sourcing 250 tons of jasmine rice annually while managing supply chain standards to ensure consistency across all branches.

Deputy Director-General Surinthon Suntorsanan and Thai Rice House executive chef Wicharn Pumtrap demonstrated preparing som tam and tom yum goong, globally popular Thai dishes and bestsellers at the restaurant. The event also featured a Thai SELECT certification exhibition providing information about Thai restaurant standards abroad and certification development initiatives to elevate Thai restaurant quality to international standards.

Local influencers showed keen interest in Thai ingredients and cooking demonstrations, sampling diverse dishes including steamed sea bass with lime, som tam, seafood tom yum, beef curry, minced pork basil, grilled pork neck, and Thai tea. A special menu item, "sticky rice with durian," was introduced to build on the popularity of the signature mango sticky rice while promoting Thai durian quality and flavor to Chinese consumers, receiving strong audience response.

Beyond promoting Thai SELECT certification and building confidence in Thai restaurant standards in China, the event served as an important platform for promoting Thai cuisine, Thai ingredients, and Thai fruits through local influencers to reach broader consumers, supporting Thailand's food image and expanding trade opportunities for Thai food products in the Chinese market. For more information, contact the International Trade Promotion Department, Ministry of Commerce, at 1169 or www.ditp.go.th, and explore international trade opportunities via THAITRADE.COM.