The THAI SELECT Festival 2026, held at Vanderbilt Hall in New York's Grand Central Terminal, drew enthusiastic crowds and positive responses from New Yorkers, international visitors, and Thai food lovers, according to the Department of International Trade Promotion (DITP), Ministry of Commerce of Thailand. The event marked a milestone in Thailand's efforts to strengthen global recognition of Thai cuisine as a key soft power asset and to enhance the reputation of the THAI SELECT certification as a trusted symbol of authentic Thai food.
The festival was graced by Her Royal Highness Princess Ubolratana Rajakanya Sirivadhana Barnavadi, who presided over the opening ceremony, adding prestige to the event. Deputy Prime Minister and Minister of Commerce Mrs. Suphajee Suthumpun accompanied the Princess on a tour of the 15 THAI SELECT-certified restaurants participating, which showcased authentic dishes and innovative creations.
Held under the theme 'THAI SELECT Playground – Play with Thai Flavors,' the festival transformed the iconic public space into an immersive celebration of Thai gastronomy. Visitors engaged in interactive culinary and cultural activities, exploring Thai food traditions, craftsmanship, and regional flavors. Continuous participation across activity zones created a vibrant atmosphere, demonstrating the festival's success in engaging consumers through authentic experiences.
A major highlight was the appearance of internationally acclaimed Thai actors Mile Phakphum Romsaithong and Apo Nattawin Wattanagitiphat, who met fans and participated in activities. As ambassadors of Thailand's contemporary soft power, their presence generated excitement and expanded awareness of Thai cuisine and the THAI SELECT brand among global audiences.
The DITP highlighted that the festival's success demonstrates Thai cuisine's unique ability to connect diverse cultures through flavors and hospitality. More importantly, it underscored the growing role of food as a driver of cultural exchange, trade, tourism, and economic opportunity. The event reaffirmed Thailand's position as a leading culinary destination.
The festival also advanced DITP's long-term commitment to promoting Thai food products, supporting overseas restaurants, and expanding international recognition of the THAI SELECT certification. According to the DITP, the THAI SELECT program now includes 1,499 certified restaurants across 72 countries and territories, supported by 57 Thai Trade Centers worldwide. Additionally, 1,072 Thai ready-to-eat food products from 118 companies have earned the certification.
Through initiatives like the THAI SELECT Festival, DITP continues to create business opportunities for Thai entrepreneurs, strengthen consumer confidence in authentic Thai cuisine, and enhance the global competitiveness of Thailand's food industry while advancing the country's soft power strategy.
