Economy
DITP Promotes Thai Cuisine in China via Media and Influencers
The Department of International Trade Promotion is leveraging Chinese television and social media platforms to boost the 'Thai SELECT' brand.
On August 12, 2026, the Department of International Trade Promotion (DITP) announced a strategic push to expand the presence of Thai cuisine within the Chinese market. According to DITP Director-General Sunanta Kangvalkulkij, the initiative aligns with directives from the Ministry of Commerce to increase the global footprint of Thai products and services.
To achieve this, the DITP is collaborating with Chinese television networks to host Thai cooking competitions. Furthermore, the agency is partnering with key opinion leaders (KOLs) and influencers on major digital platforms, including Douyin, Xiaohongshu, and Weibo. The primary objective is to enhance brand awareness for the 'Thai SELECT' certification, which identifies authentic Thai restaurants and products, thereby encouraging Chinese consumers to explore Thai dining options.
For residents and travelers, this initiative may lead to increased visibility and accessibility of authentic Thai culinary experiences across China. The campaign aims to foster long-term business growth for Thai food operators in the region. While the DITP reports initial success in generating consumer interest through events like the cooking competition held at 1906 Young Town, the long-term impact on market share and the specific scale of future promotional activities remain to be confirmed.