Thailand Launches Lost Taste Project to Revive 231 Regional Food Dishes
Thailand's government launched the Lost Taste project to preserve 231 endangered regional dishes and boost tourism, leveraging the country's seventh-place ranking as a global food destination to generate economic opportunities for local com
The government is capitalizing on Thai culinary appeal by launching the Lost Taste project to revive 231 endangered regional food dishes and generate cultural and tourism value, following Thailand's ranking as the seventh-best food destination globally by Brand Finance's 2026 Global Soft Power Index. Deputy Government Spokesperson Lalida Pherisivivattana announced on August 12 that the government is advancing cultural capital and Thai food appeal as drivers of economic and tourism growth, reflecting the worldwide popularity and potential of Thai cuisine. The Culture Ministry's Lost Taste project, conceived under The Living Heritage framework, preserves and revives regional food heritage at risk of disappearing while creating economic opportunities for entrepreneurs and communities through culinary and cultural tourism experiences. The initiative aims to help Thais and tourists discover the diversity of local cuisine across different regions while adding value to local economies. The Department of Cultural Promotion has developed the Thailand Best Local Food standard using input from seven experts and feedback from over 400 consumers, emphasizing cultural roots, local ingredients, and menu authenticity. The certification is divided into two categories: Classic for dishes that preserve traditional recipes and identity, and Creative Plus Innovation for contemporary interpretations that maintain the essence and value of local food. Five model restaurants have been selected to transmit regional food heritage through menus and dining experiences, with special Lost Taste courses planned for September and documentary series about the five restaurants to encourage culinary tourism. Thailand also ranks twelfth globally in attractiveness as a destination according to Brand Finance's 2026 index, up two spots from 2025, highlighting opportunities to link food and culture into travel experiences, offer tourists more choices, distribute spending to local areas, and generate income for communities. The government emphasized that preserving local cuisine must go beyond documenting recipes—it requires people to cook the dishes, eat them, travel to experience them, and earn income from them, ensuring these culinary traditions remain alive and transmissible to future generations.
