TAT Governor Credits Lisa for Global Promotion of Thai Culture

According to a report by Matichon Online on September 18, 2026, the Governor of the Tourism Authority of Thailand (TAT) has expressed gratitude toward the global superstar Lisa for her significant influence in promoting Thai identity. The TAT highlighted how Lisa’s recent public engagement has successfully integrated elements of Thai culture—specifically mentioning 'Som Tum' (papaya salad) and the 'Mod Kaew' (bottoms up) trend—into international conversations.

For travelers and residents, this development underscores the ongoing impact of celebrity endorsements on Thailand's soft power. The TAT suggests that such organic exposure helps maintain Thailand's visibility as a top-tier destination, potentially influencing global interest in local gastronomy and social customs.

While the TAT has acknowledged the positive promotional value of these cultural references, the long-term impact on specific tourism metrics remains to be confirmed. The authority continues to monitor how such high-profile mentions translate into tangible visitor numbers and interest in Thai culinary experiences. As of now, the focus remains on the cultural resonance of these trends rather than specific economic data.