The Department of International Trade Promotion (DITP), Ministry of Commerce of Thailand, successfully concluded THAI SELECT Festival 2026 at Vanderbilt Hall, Grand Central Terminal, bringing the vibrant flavors, culture, and creativity of Thailand to the heart of New York City. The festival attracted enthusiastic crowds throughout the day and received an overwhelmingly positive response from New Yorkers, international visitors, and Thai food lovers, reaffirming the growing global appreciation for authentic Thai cuisine and the THAI SELECT certification.
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 presence of Her Royal Highness Princess Ubolratana Rajakanya Sirivadhana Barnavadi, who presided over the festival's opening ceremony.
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. Following the opening ceremony, Deputy Prime Minister and Minister of Commerce Mrs. Suphajee Suthumpun accompanied Her Royal Highness on a tour of the festival, visiting all 15 THAI SELECT-certified restaurants participating in the event.
Another major highlight was the appearance of internationally acclaimed Thai actors Mile Phakphum Romsaithong and Apo Nattawin Wattanagitiphat, who met with fans and joined festival activities. As ambassadors of Thailand's contemporary Soft Power, their participation generated tremendous excitement and 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. 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.
