Thailand’s soft power touted in US cities

The Commerce Ministry will organise a dual soft power event in the United States from July 9 to 14, 2025, aimed at promoting and expanding recognition of Thailand’s culinary and film industries.

Sunanta Kangvalkulkij, Director-General of the Department of International Trade Promotion, announced the event—dubbed Timeless Thai Taste—at a press conference in Bangkok this week.

She said the dual-format event will take place in three US cities: at Avalon Hollywood in Los Angeles on July 9, the Hilton Miami Downtown on July 11, and the Melrose Ballroom in New York on July 14.

According to the Director-General, the event will feature a range of activities, including demonstrations at over 26 booths showcasing Thai dishes under the prestigious Thai SELECT brand, along with live cooking shows by professional chefs.

She added that high-quality and unique ingredients used in Thai cuisine will also be presented, alongside exhibitions and detailed information on business opportunities in the United States.

In addition, business matching sessions will be arranged to connect Thai and US entrepreneurs, allowing them to build partnerships and explore new business opportunities.

More than 10 well-known Thai actors and actresses from popular TV series will take the stage and join Meet & Greet sessions at each of the venues, adding a memorable cultural dimension to the soft power showcase.