BANGKOK, Thailand – The Ministry of Culture and Big C Supercenter Public Company Limited have renewed their CPOT Shop partnership to expand market opportunities for Thai cultural products among domestic consumers and international tourists. On August 28, 2026, Minister of Culture Sabeeda Thaised announced the signing of a new three-year memorandum of understanding at Big C Ratchadamri. The agreement focuses on promoting Thai cultural capital, expanding cultural outreach, and advancing the cultural economy.
Permanent Secretary for Culture Prasop Riangngoen and Big C directors Aswin Techajareonvikul and Vipada Duangratana signed the agreement, witnessed by executives from both organizations.
This agreement builds on the original partnership launched in 2023. In the past three years, CPOT Shops have generated over 100 million baht in sales and connected community entrepreneurs with both Thai consumers and international visitors.
Under the renewed partnership, CPOT Shops will serve as exhibition and retail centers for Cultural Product of Thailand (CPOT) items that showcase Thai identity, local wisdom, arts, and culture. Online and offline promotions will help expand access to international markets and increase income for entrepreneurs and community networks.
The signing event featured cultural performances, an exhibition of eight styles of Chud Thai Phra Rajaniyom for women and three styles of Chud Thai Phra Ratchathan for men, Thai handicraft demonstrations, and sales of textiles, jewelry, gifts, and souvenirs. The event also supported the Proud to Wear Thai Nationwide campaign, which encourages the use of Thai textiles in daily life. Sabeeda stated that the partnership will create economic opportunities and promote Thai identity internationally. (NNT)
