BANGKOK, Thailand – Certified Thai restaurants in Europe have been promoted to showcase authentic cuisine and support soft power initiatives.
A group of high-level officials from Thailand held a Thai SELECT promotion event in London, with 20 Thai restaurants receiving official certification. The event was led by Prime Minister Paetongtarn Shinawatra, as part of the government’s soft power strategy to elevate Thai cuisine on the global stage. The program aims to use food as a tool to expand Thailand’s cultural and economic footprint internationally.
Thai SELECT is a certification awarded by the Ministry of Commerce to Thai restaurants and food products abroad that meet high standards of authenticity and quality. The latest version features a new emblem—an orchid-shaped star—to represent global-level Thai flavors and memorable dining experiences. There are four recognition levels, which are Casual, 1-Star for Fine-Casual Dining venues, 2-Star for Upscale Dining restaurants, and 3-Star for Premium Dining places.
Following the award ceremony, the Prime Minister joined a cooking demonstration of Miang Kham, or savory leaf wraps—a traditional dish gaining popularity in the UK. The session featured Thai SELECT chefs and was attended by over 20 influencers and local media.
The Tourism Authority of Thailand also hosted a private-sector meeting to gather suggestions for promoting Thai tourism alongside soft power campaigns in the UK. Thai restaurants across the UK, including in London, Manchester, Glasgow, and Edinburgh, are now embracing dishes like Miang Kham as a signature offering. The dish’s unique blend of Thai herbs, fruits, and spices has made it especially appealing to British chefs and diners.
As of now, 115 Thai restaurants in the UK have been certified under Thai SELECT, part of a global total of 1,779 certified establishments out of over 18,852 Thai restaurants worldwide. The initiative reinforces Thailand’s commitment to projecting cultural strength through its culinary arts, while also driving economic and tourism benefits. (NNT)
