The Department of International Trade Promotion (DITP), Ministry of Commerce of Thailand, successfully concluded THAI SELECT Festival 2026 at Vanderbilt Hall, Grand Central Terminal, drawing enthusiastic crowds and reinforcing the global appeal of authentic Thai cuisine. The festival, held under the theme "THAI SELECT Playground – Play with Thai Flavors," transformed the iconic New York space into an immersive celebration of Thai gastronomy, culture, and creativity.
The event marked a milestone in Thailand's efforts to strengthen international recognition of Thai cuisine as a key soft power asset. Her Royal Highness Princess Ubolratana Rajakanya Sirivadhana Barnavadi presided over the opening ceremony, adding prestige and underscoring Thailand's commitment to promoting its culinary heritage. Deputy Prime Minister and Minister of Commerce Mrs. Suphajee Suthumpun accompanied Her Royal Highness on a tour of 15 THAI SELECT-certified restaurants, each showcasing authentic dishes and innovative creations.
Visitors engaged in interactive culinary and cultural activities, exploring Thai food traditions, craftsmanship, and regional flavors. The festival's vibrant atmosphere demonstrated its success in connecting consumers with authentic experiences and strengthening appreciation for the THAI SELECT brand. Another highlight was the appearance of internationally acclaimed Thai actors Mile Phakphum Romsaithong and Apo Nattawin Wattanagitiphat, who met with fans and participated in activities, generating excitement and expanding awareness among international audiences.
The THAI SELECT certification, awarded by the Ministry of Commerce, recognizes restaurants and ready-to-eat products that meet standards of authenticity and quality. Currently, 1,499 THAI SELECT-certified restaurants operate across 72 countries, supported by 57 Thai Trade Centers worldwide. Additionally, 1,072 Thai ready-to-eat food products from 118 companies have earned the certification, reinforcing consumer confidence in premium Thai food products.
The festival's success highlights the ability of Thai cuisine to connect diverse cultures through flavors and hospitality, driving cultural exchange, trade, tourism, and economic opportunities. It reaffirms DITP's commitment to promoting Thai food products, supporting overseas restaurants, and expanding global recognition of the THAI SELECT certification, positioning Thai cuisine as a leading culinary destination and influential soft power asset.
