Cookin' Up Commerce: PM Paetongtarn Shinawatra Spices Up UK Trade Ties with Thai Cuisine Diplomacy
Thai Prime Minister Advocates Culinary Diplomacy During London Trip
Prime Minister Paetongtarn Shinawatra has hit London running, embarking on a diplomatic mission brimming with tantalizing affairs - promoting Thailand's "Soft Power" strategy through its world-class culinary delights, while forging a deeper economic bond with Great Britain.
Thursday's rendezvous saw the Prime Minister grace the launch of the redesigned Thai SELECT logo, an event coordinated by "Team Thailand," led by Ekachat Seetavorarat, Deputy Permanent Secretary of the Ministry of Commerce, and Pornvit Silaon, Deputy Director-General of the Department of International Trade Promotion.
The extravaganza culminated in the Prime Minister presenting 20 accredited Thai SELECT restaurants with commemorative awards, marking part of the Thai government's broader Soft Power initiative to expand the global presence of authentic Thai cuisine.
Addressing the gathering, the Prime Minister emphasized the government's commitment to propelling the Soft Power sector, particularly through Thai cuisine - a globally acclaimed cultural emissary celebrated for its bursting flavors, unparalleled quality, and painstaking preparation processes.
"Thai dining establishments overseas serve as front-line ambassadors for boosting Thai branding while generating substantial economic value," she stated, underscoring the indispensable role of forming a robust foreign network of authentically Thai eateries.
Subsequent to the awards ceremony, the Prime Minister participated in an engaging culinary demonstration of "Miang Kham," a popular Thai dish. A chef from a certified Thai SELECT restaurant co-led the session before an audience of more than 20 local influencers and media representatives.
The dish, famed for its captivating medley of exotic Thai ingredients, has witnessed increasing popularity among UK Thai restaurants, especially those helmed by esteemed British chefs captivated by its alluring flavor profile.
Scaling the Standards of Success
The Thai SELECT certification is bestowed by the Ministry of Commerce upon Thai restaurants and ready-to-serve food products maintaining authentic Thai standards and taste profiles.
The program's latest upgrade comprises a "gold orchid star," symbolizing international quality, authentic Thai taste, and exquisite dining experiences.
The certification operates across four tiers: Thai SELECT Casual, suitable for informal establishments like small eateries and food trucks; Thai SELECT 1 Star for quality fine-casual dining; Thai SELECT 2 Stars for upscale restaurants; and Thai SELECT 3 Stars, the highest accolade for premier Thai eateries.
Roughly 18,852 Thai restaurants operate globally, with 1,779 obtaining Thai SELECT designation since the program's inception in 1988. In the UK, 115 restaurants across major cities like London, Manchester, Glasgow, and Edinburgh have earned Ministry of Commerce recognition.
Firing on All Cylinders – Economic Partnerships on the Burner
Negotiations with UK Business Leaders
In addition to flaunting delectable dishes, the Prime Minister also delved into high-level discussions with UK food exporters and representatives from the Association of Thai Businesses in the UK. Topics under debate included strategies for augmenting Thai agricultural and food trade value, increasing import channels for Thai goods, and advancing Free Trade Agreement (FTA) negotiations.
Delegates from esteemed establishments like Selfridges, CP Intertrade, Boonrod Brewery (Singha), Chang Beer, Thai Tana, Asco, Manning Impex, Patara Restaurants, and Bangkok Bank partook in the exchange.
British and Thai Leaders Converge for Culinary Intrigue
The Prime Minister also rendezvoused with UK food mavens, conspiring to savor the scrumptiousness of their culture in intricate synergy. Discussions delved into reducing trade barriers, facilitating employment of Thai chefs and traditional therapists, and securing financial backing for aspiring Thai entrepreneurs.
Paetongtarn assigned "Team Thailand" to collaborate on expanding trade and investment agreements, potentially setting the stage for future FTA negotiations with the UK and other European nations.
Stats Speak: Mix Results on Trade Horizons
Ministry of Commerce data indicates the UK ranked as Thailand's fourth-largest European trading partner in 2024. Bilateral trade totaled $6.66 billion, marking a 2.31% decrease from the preceding year. However, Thai exports to the UK grew by 7.06% to $4.20 billion, while UK imports dropped by 16.63% to $2.46 billion.
Thailand's primary exports to the UK included processed chicken, machinery and components, gems and jewelry, motorcycles and parts, and automotive equipment. The food sector contributed significantly through processed chicken, ready-made meals, seasonings, canned and processed seafood, rice, and assorted beverages.
Paetongtarn's visit imparts a clear message: Thailand is playing a strategic game, leveraging culinary delights as weapons to boost its global standing across economic, tourism, and nation-branding realms.
- TAGS
- Thailand
- Paetongtarn Shinawatra
- United Kingdom
- UK
- Thai Select
- soft power
- Thai foods1. Environmental Watchdogs Move to Pressure Premier Over Chemical Pollution Government Response2. New Evidence Links Retired General to Proxy Wars in Burma's Arakan Region3. Coalition Crisis Escalates Following Parliamentary Vote on Thai Constitution4. 'Black Monday' Protests Expected Amid Flurry of Recent Government Decisions Prompting Unrest5. Thailand's General Election Timetable Pushed Back Amid Pandemic ConcernsEnrichment Data:Overall: Thailand's Soft Power strategy through cuisine is playing a significant role in enhancing trade relationships with the United Kingdom by promoting cultural diplomacy and economic ties. Here are the key aspects of this strategy and its impact:
Key Aspects of Thailand's Soft Power Strategy
- Thai SELECT Certification: This certification, awarded by the Ministry of Commerce, ensures the authenticity and quality of Thai cuisine in overseas restaurants. Recently, Prime Minister Paetongtarn Shinawatra presented the Thai SELECT certification to 20 Thai restaurants in the UK, highlighting the government's commitment to expanding the global reach of authentic Thai cuisine[1][3][5].
- Promotion of Thai Cuisine: The strategy involves showcasing Thai dishes as cultural ambassadors. During her visit to London, Prime Minister Shinawatra participated in a cooking demonstration of "Miang Kham," a traditional Thai snack, which helps increase awareness and appreciation of Thai culture[1][5].
- Leveraging Cultural Diplomacy: Thai cuisine is used as a tool for cultural diplomacy, creating a positive image of Thailand globally. This approach fosters goodwill and strengthens bilateral relationships, potentially leading to increased trade and investment[4].
Impact on Trade Relationships
- Enhanced Bilateral Trade: The UK was Thailand's fourth-largest European trading partner in the previous year, with total bilateral trade valued at US$6.66 billion. Key exports include processed chicken, machinery, and automobiles[5].
- Increased Economic Value: Thai restaurants abroad, particularly those certified by Thai SELECT, serve as front-line ambassadors for boosting Thai branding while generating substantial economic value. This not only boosts tourism but also supports trade by increasing demand for Thai products[1].
- Cultural Exchange and Goodwill: The cultural diplomacy aspect of the strategy helps build goodwill and trust between Thailand and the UK. This can lead to stronger economic partnerships as both countries benefit from mutual understanding and appreciation[4].
In summary, Thailand's Soft Power strategy through cuisine is positively impacting trade relationships with the UK by promoting cultural exchange, enhancing economic ties, and fostering a more favorable international image.
1. The Prime Minister's visit to the UK underscores an elegant blend of politics and business, as Paetongtarn Shinawatra advances Thailand's economic interests through a unique approach: tourism. The Soft Power strategy revolves around globally acclaimed Thai cuisine, but its reach extends beyond mere culinary delights, encompassing cultural travel and general news.
2. Thursday's Thai SELECT event marked a significant milestone in the UK-Thai business landscape, with the Premier announcing her intentions to advocate for enhanced finance measures that nurture aspiring Thai entrepreneurs. This policy-and-legislation initiative was discussed during meetings with UK food industry leaders.
3. The communications with prominent figures in the UK's food-and-drink industry delved into the intricacies of lifestyle and recipes, as the Thai government seeks to collaborate on reducing trade barriers and facilitating employment for Thai chefs - efforts that may extend to traditional therapists as well.
4. As the premier Thai eateries across Europe earn global recognition, the Thai SELECT program continues its expansion, with its latest upgrade incorporating the "gold orchid star," symbolizing international quality, authentic taste, and exceptional dining experiences.
5. The "soft power" approach fortifies international ties, as Thailand leverages its rich culinary heritage to captivate diverse audiences, foster goodwill, and encourage cross-cultural exchange. The UK's recent taste for "cooking" that leaves a lasting impression has ripple effects across the broader international community, propelling travel and curiosity about the Land of Smiles.
6. As the world shifts its focus towards post-pandemic recovery, Thailand’s Soft Power strategy serves as an exemplary model for nation-branding, executing a comprehensive vision that harmonizes industry, tourism, politics, and diplomacy.
7. Moving forward, the Association of Thai Businesses in the UK and Thai delegates are poised to collaborate on strengthening trade and investment agreements, paving the way for future negotiations on Free Trade Agreements (FTA) encompassing the UK and other European nations.
8. Firing on all cylinders, economic partnerships between Thailand and the UK boast unprecedented potential. Bilateral trade statistics reflect a promising long-term investment environment, with opportunities in the agricultural, food, and drink industries, among others, ripe for expansion. The current trajectory suggests a mutually beneficial relationship, as the UK continues to supply crucial investment dollars while Thailand showcases its treasured Thai SELECT eateries, tender tendrils extending across the globe.
