Bangkok (NNT/VNA) - Thailand has launched a national initiative ‘Thai Power Probiotics’ to elevate Thailand’s fermented foods using local ingredients.
The project highlights “Khao Mak”, a traditional Thai fermented rice dessert, as a Soft Power in the realm of health-focused gastronomy.
Through the joint efforts of the Culture Ministry, the Tourism Authority of Thailand (TAT), the National Food Institute (NFI), and CHIMTHAI, this initiative reflects Thailand’s growing commitment to using its culinary heritage as a form of Soft Power, responding to the global demand for foods that support both physical and emotional well-being.
In parallel, the tourism authority also introduced the “Flavor of Thai Food: Health & Wellness” campaign, to connect health-focused tourism with traditional fermented foods. The campaign allows travelers to engage with local communities, learn to make Khao Mak, and enjoy wellness-focused meals inspired by Thai heritage, enhanced by special promotions.
ꩵ This is the first time Thailand has dedicated an initiative to elevate Khao Mak as a global symbol of wellness and cultural identity. With its deep roots in Thai tradition and growing recognition as a functional food, Khao Mak is set to become a flagship product in promoting Thailand’s next wave of wellness-based cultural tourism and international Soft Power./.
Thailand has solidified its position as Asia’s top ice cream exporter and currently ranks fourth globally, leveraging its abundant resources and the benefits of free trade agreements.
This comes after the International Monetary Fund (IMF) revised Thailand’s 2025 GDP growth forecast downward from 2.9% to 1.8%, citing the impact of US reciprocal tariffs. Thailand remains the only ASEAN country whose GDP projection has been cut to below 2%. For 2026, the IMF anticipates a further decline to 1.6%.
The plan has been conceived to improve cross-border travel and promote shared experiences across Thailand, Singapore, Cambodia, Malaysia, Vietnam, and a sixth ASEAN country yet to be confirmed.
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Organised by the Ministry of Culture and the Association of Thai Silk & Culture Promotions, the event honors Her Majesty the Queen on her 47th birthday anniversary and promotes Thai craftsmanship on an international stage.
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