BANGKOK, Thailand – Muay Thai, Thai cuisine, and Thai arts are reportedly creating new economic opportunities across Europe, with growing interest in Thai culture helping boost trade, tourism, investment, employment, and new markets for Thai businesses. The Department of International Trade Promotion recently organized Muay Thai promotional events in Germany and Switzerland, drawing more than 530 participants to training activities and over 20,000 visitors. Muay Thai legend Buakaw Banchamek took part in the campaign, while the government continues to expand the Standard Muay Thai Gym certification program. As of November 2025, 138 gyms worldwide had received certification, and the Sports Authority of Thailand estimates there are about 4,000 Muay Thai gyms across Europe.
Government Spokesperson Rachada Dhnadirek reported that Thai cuisine is also contributing to export growth through the Thai SELECT certification program, which now includes more than 1,500 restaurants in 72 countries. The National Food Institute projects that Thailand’s food exports will reach about 1.4 trillion baht in 2026, with exports to the European Union increasing by 15.9 percent, the second-highest growth rate after South Asia. The Ministry of Culture also showcased Thai performing arts at the Thailand Grand Festival 2026 in The Hague, including performances of Nora, the southern Thai dance drama inscribed by UNESCO as an Intangible Cultural Heritage of Humanity. (NNT)
