BANGKOK, Thailand – Hollywood confirms it! “Thailand is beautiful, the food is delicious”—A shining moment for Thai culinary soft power
On 15 September 2025, at the 77th Emmy Awards in Los Angeles, California, a proud moment brought smiles to Thai people. During their presentation of the Best Director award, The White Lotus: Season 3 stars Walton Goggins and Parker Posey—who spent over eight months filming in Thailand—praised the country on the international stage:
“We spent eight months in Thailand filming the third season of The White Lotus. It was so beautiful there and the food was delicious. It’s just divine.”
The series also features Lalisa Manobal (better known as Lisa) and several other Thai actors, further spotlighting Thailand’s talent for a global audience.
This recognition from Hollywood not only delighted Thais but also reinforced the success of the Thai government’s longstanding efforts to promote Thai cuisine as a global soft power—a project that has been cultivated for many years.
In 2025, the Government, through the Ministry of Foreign Affairs, and in collaboration with the Department of International Trade Promotion (DITP), the Government Public Relations Department (PRD), and other key agencies, launched a series of international Thai festivals in major cities, such as London, Moscow, Tokyo, and New York. These events allowed visitors to sample Thai cuisine, from street food to premium dishes, raising global awareness and encouraging tourism to Thailand.
Meanwhile, the DITP continues to expand its flagship programs, “Thai SELECT” and “Thai Kitchen to the World,” which aim to raise the standards and recognition of Thai restaurants abroad, support the export of quality Thai ingredients, and boost the global competitiveness of Thai food entrepreneurs in the global market.
In early September, PRD also organized the “Thainess Power” exhibition at Expo 2025 Osaka in Kansai, Japan. This exhibition drew over 30,000 international visitors and showcased the richness of Thai culture—especially Thai cuisine—further strengthening its role as a key pillar of national soft power.
Signature dishes, particularly Tom Yum Goong, Pad Thai, Green Curry, and Mango Sticky Rice, have captured the hearts of food lovers worldwide and consistently ranked among the top global dishes in international media.
The “Thai Food as Global Soft Power” policy is not only promoting tourism, but also generating economic value and enhancing Thailand’s reputation as a premier destination for culture, food, and travel. The appreciation from The White Lotus cast at the Emmy Awards stands as a global confirmation of Thailand’s culinary soft power success and a testament to the country’s ongoing efforts to share its rich flavors and vibrant culture with the world. (PRD)
