BANGKOK, Thailand – Thailand is strengthening its food soft power by transforming local beef into a premium global product. The National Innovation Agency, or NIA, has launched Thailand Beef Fest 2026, showcasing how innovation can raise the quality and international competitiveness of Thai beef.
Under the concept “Thai Innovative Beef, Global Taste,” the festival highlights the role of agricultural and food innovation in upgrading Thai beef to international standards and expanding opportunities in the global premium market.
Dr. Krithpaka Boonfueng, Executive Director of NIA, said that the premium beef market continues to grow both domestically and internationally. She noted that with strong standards and branding, Thai beef can move beyond being an alternative choice to becoming a main option for fine-dining restaurants worldwide.
Dr. Krithpaka explained that innovation is the key driver across the entire supply chain, from breed improvement and smart farming to locally sourced feed formulas, dry-aging techniques, and high-value processing. These innovations respond to modern consumer demand for quality, distinctive taste, and sustainability, while creating higher income opportunities for farmers and entrepreneurs.
The event features an International Pavilion showcasing premium beef from partner countries, a Thailand Pavilion showcasing high-quality Thai beef brands from several provinces, a Buyer and Distributor zone for business matching with major companies, and more than 30 well-known beef restaurants.
Thailand Beef Fest 2026, running from February 5 to 7 at Liab Duan Dan Neramit Market in Bangkok, is set to further promote Thai beef as an innovative, proud global food product and a new driver of sustainable economic growth. (NNT)
