THAI SELECT Festival 2026 Draws Strong Public Interest in New York, Reinforcing Thai Cuisine as a Global Soft Power
The festival marked another important milestone in Thailand's efforts to strengthen the international recognition of Thai cuisine as one of the country's most influential Soft Power assets while enhancing the global reputation of the THAI SELECT certification as a trusted symbol of authentic Thai food and exceptional dining experiences.
The Ministry of Commerce was deeply honored by the gracious presence of Her Royal Highness Princess Ubolratana Rajakanya Sirivadhana Barnavadi, who presided over the festival's opening ceremony. Her Royal Highness's participation added significant prestige to the event and underscored Thailand's continued commitment to promoting its rich culinary heritage on the international stage.
Held under the theme "THAI SELECT Playground – Play with Thai Flavors," the festival transformed one of New York City's most iconic public spaces into an immersive celebration of Thai gastronomy. Visitors experienced Thailand through authentic flavors, cultural traditions, and interactive activities designed to showcase the diversity and creativity of Thai cuisine in an engaging and accessible way for audiences of all ages.
Following the opening ceremony, Deputy Prime Minister and Minister of Commerce, Mrs. Suphajee Suthumpunaccompanied Her Royal Highness Princess Ubolratana Rajakanya Sirivadhana Barnavadi on a tour of the festival, visiting all 15 THAI SELECT-certified restaurants participating in the event. Each restaurant showcased a selection of authentic Thai signature dishes alongside innovative culinary creations, offering visitors an opportunity to experience the richness and diversity of Thailand's culinary heritage.
Throughout the festival, guests also enjoyed a variety of interactive culinary and cultural activities that provided immersive opportunities to explore Thai food traditions, craftsmanship, and regional flavors. Continuous participation across every activity zone created a vibrant atmosphere throughout the day, demonstrating the festival's success in engaging consumers through authentic experiences while strengthening appreciation for Thai cuisine and the THAI SELECT brand.
Another major highlight of the festival was the appearance of internationally acclaimed Thai actors Mile Phakphum Romsaithong and Apo Nattawin Wattanagitiphat, who met with fans and joined festival activities celebrating Thailand's culinary culture. As ambassadors of Thailand's contemporary Soft Power, their participation generated tremendous excitement and further expanded public awareness of Thai cuisine and the THAI SELECT brand among international audiences.
The success of THAI SELECT Festival 2026 demonstrates the unique ability of Thai cuisine to connect people from diverse cultures through exceptional flavors, hospitality, and meaningful shared experiences. More importantly, the festival highlighted the growing role of food as a powerful driver of cultural exchange, international trade, tourism, and economic opportunity, further strengthening Thailand's position as one of the world's leading culinary destinations.
The festival also reaffirmed DITP's long-term commitment to promoting Thai food products, supporting Thai restaurants overseas, and expanding international recognition of the THAI SELECT certification. Through initiatives such as THAI SELECT Festival, DITP continues to create valuable business opportunities for Thai entrepreneurs, strengthen consumer confidence in authentic Thai cuisine, and enhance the global competitiveness of Thailand's food industry while advancing the country's Soft Power strategy on the world stage.
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About THAI SELECT
THAI SELECT is the official certification awarded by the Ministry of Commerce of Thailand to restaurants and ready-to-eat Thai food products that meet recognized standards of authenticity, quality, and the distinctive identity of Thai cuisine.
Today, the THAI SELECT program has established a global presence with 1,499 THAI SELECT-certified restaurants across 72 countries and territories, supported by 57 Thai Trade Centers worldwide. The certification is currently awarded across four categories: 11 Three-Star restaurants, 221 Two-Star restaurants, 894 One-Star restaurants, and 373 THAI SELECT Casual restaurants, reflecting a diverse range of authentic Thai dining experiences around the world.
In addition, 1,072 Thai ready-to-eat food products from 118 companies have earned the THAI SELECT certification, reinforcing consumer confidence in premium Thai food products available in international markets.
Through the THAI SELECT program, the Ministry of Commerce continues to strengthen Thailand's global culinary reputation, support Thai entrepreneurs overseas, promote exports of Thai food products, and position Thai cuisine as one of the country's most influential Soft Power assets.
source: Thai SELECT