Thailand Tourism Board Launches Fashion Showcase to Promote Thai Culture Globally

The Tourism Authority of Thailand (TAT) is launching the 'THAI T'REASURES by Amazing Thailand' project, scheduled for September 18–20, 2026, from 3 p.m. to 10 p.m. at River Park in the Iconsiam shopping mall. The event aims to transform Thai cultural assets—Thai silk, gemstones, handicrafts, and local wisdom—into contemporary fashion accessible to modern audiences, particularly young Thais and international visitors. TAT Governor Thaapanee Kiaratipaibuuly stated that the authority is committed to promoting tourism by leveraging Thailand's cultural capital through contemporary design that aligns with current lifestyles and interests.

The three-day program features multiple fashion shows, exhibitions, product displays, and designer works linking fashion to tourist destinations and communities. September 18 showcases eight leading designer brands including KLOSET, JANESUDA, Painkiller Atelier, RAPEE, Maison Wonder Anatomie, SANGBOON, THITHA, and Made by Hotcake, alongside artist MEYOU, presenting Thai silk and gemstones in everyday-wearable styles. September 19 features emerging designers such as Warinnaya, Marionsiam, and Clothear, with actors from Channel One31. September 20 showcases fashion design students from Thammasat University, Silpakorn University, and Srinakharinwirot University, performing with band COMPASS and contemporary kin musician Finotheranad.

The exhibition 'WEAR THE DESTINATION' presents Thai textile stories and identity under the concept '10 Textile Journey Across Thailand,' using interactive touch-screen technology to educate visitors about regional fabrics, tourism destinations, lifestyles, and local identity. The event also features a marketplace for contemporary Thai fashion and jewelry.