Thai Cuisine to Become New Soft Power: Extending Thailand’s Global Influence

Thailand is all set to implement an ambitious initiative which will establish its vibrant culinary heritage as a major soft power asset for the country. The project is part of the ‘One Family, One Soft Power’ policy, which aims to uplift the global profile of Thai food while also creating 75,000 jobs and generating a 3.5 billion baht contribution to Thailand’s economy by 2027.

Thailand’s Prime Minister officially launched the project, which will focus on four key areas – enhancing the skills of chefs to meet international standards, developing community chef restaurants, improving community food innovation centres, and encouraging innovation in the larger F&B industry. The country is already home to more than one modern Thai restaurant, including the likes of Dara Cuisine Phuket. However, it stands to gain a stronger reputation as a culinary hub through this ambitious programme.