Hidden Gem Food Festival serves up tasty Netflix bites
The Hidden Gem Food Festival has officially launched, marking the culinary event of the year. This spectacular gathering brings the finest street food vendors featured in the popular Netflix documentary series, Hidden Gem, together in one venue.
This event is made possible through the collaboration of four key partners: True CJ Creations, Ryoii Film, the Tourism Authority of Thailand (TAT), and ICONSIAM.
Major sponsorship comes from Charoen Pokphand Foods Public Company Limited and Petchdam Foods Company Limited, who have united to uncover the intriguing stories behind this event.
This festival introduces a new frontier in culinary exploration, marking the first of its kind in Thailand, of which Song Hoon Jeong, and Ari Arijitsatien, chief executive officer of True CJ Creations are excited to present.
“The starting point of Hidden Gem derived from our ambition to create an Original IP centred around food, which can be further developed into both online and offline experiences. As we collaborated with international partners and travelled around the world, we discovered that street food is a unique hallmark of each country.
“Two years ago, True CJ teamed up with Ryoii Film to develop this project, which eventually evolved into the story of 12 Heroes, garnering worldwide interest across both seasons. This has led us to the Hidden Gem Food Festival today.
“We are proud to provide people with the opportunity to experience food rich in stories and cultures from around the world through this festival. It extends our past project experiences and showcases the diversity of world-class street food.”
Anurak Dit-chaivong, chief executive officer of Ryoii Film Co., Ltd., spoke on the dedication to the culinary arts, evident in the dishes presented.
“The core of the Hidden Gem project lies in the heart of each restaurant owner and hero. They pour their lives and spirit into crafting each dish or dessert, aiming to leave diners impressed and eager to return.
“Their stories are what elevate each plate to something truly special. I feel honoured to share these narratives with the world, allowing people to experience the love and dedication infused in every dish they create.”
Supoj Chaiwatsirigul, Managing Director of ICONSIAM Co., Ltd., revealed the partnerships, and the commitment to making this event a reality.
“This marks another significant collaboration as ICONSIAM joins forces with key partners True CJ Creations, Ryoii Film, and the Tourism Authority of Thailand (TAT) to present the Hidden Gem Food Festival. This initiative aligns with ICONSIAM’s commitment to delivering the ICONSIAM Extraordinary Experience—unique and unparalleled experiences to event attendees.
“Through a curated selection of the finest dishes, representing the ‘Hidden Gems’ from various regions of the country, we aim to offer something truly distinctive. Beyond creating a singular experience, ICONSIAM believes that this event will effectively showcase Thailand’s soft power on the global stage. It highlights Thai living, cuisine, culture, and rich history from the perspective of each selected vendor.
“Featuring savoury and sweet dishes from multiple provinces throughout Thailand, the festival serves as a key driver in promoting tourism and bolstering the Thai economy. It aims to raise awareness and instil pride in Thai local cuisine, projecting its appeal worldwide. This effort resonates with ICONSIAM’s mission to present the best of Thailand and the best of the world.”
Nithee Siphrae, Deputy Governor for Marketing Communications of the Tourism Authority of Thailand (TAT), iterated on the role of Thai food in ushering tourism to the kingdom.
“The Tourism Authority of Thailand (TAT) is strongly committed to promoting Thailand’s Soft Power, particularly through the allure of food, which plays a pivotal role in shaping perceptions and attracting tourists. The Hidden Gem Food Festival provides an excellent opportunity to showcase the diversity of Thai cuisine and local culture, aligning with the 5 Must Do concepts: Must Taste, Must Try, Must Buy, Must See, and Must Seek, thereby enriching valuable travel experiences.
“This event also opens doors for people to discover cities and regions with unique Thai characteristics, such as Bangkok, Ayutthaya, Phetchaburi, Chon Buri, Lampang, Chiang Mai, Ubon Ratchathani, and Trang. These are deemed Hidden Gem Cities, each with its own unique charm and special attributes.
“Sharing these stories will inspire tourists to explore and experience both the culinary delights and the tourism potential of these areas, ultimately supporting Thailand’s ambition to become a sustainable Tourism Hub of the world.”
Savitta Kocharat, senior marketing manager for corporate image, media, and marketing support at Charoen Pokphand Foods Public Company Limited, as a main sponsor, iterated the positive implications that the event holds for Thai dishes.
“With CP’s vision of becoming the Sustainable Kitchen of the World, we are committed not only to protecting consumers’ health but also to supporting the development of Thai local dishes to meet global standards, whether it be street food or fine dining. CP is ready to be the ‘supporting force’ by supplying high-quality, clean, safe, and delicious ingredients, enabling chefs and restaurants to create flavorful and nutritious menus.”
Phirairat Borriban, Managing Director of Petchdam Foods Co., Ltd., the producer and distributor of Maeboonlum brand cooked fermented fish sauce, another main sponsor of the event, echoed the sentiments of the importance of the event onto Thailand’s culinary landscape.
“Maeboonlum is a seasoned cooked fermented fish sauce brand, with our factory located in Kalasin province. Building on a tradition of fermented fish sauce production passed down through generations for over 40 years, we have achieved international food safety standards, particularly FSSC 22000 and Halal certification.
“We take pride in promoting the Isan Soft-Power of Thailand through this secret ingredient that adds unique flavours to both Thai and international cuisines. In the Hidden Gem Food Festival, we collaborate to create fine dining menus such as grilled beef steak marinated with Maeboonlum fermented fish sauce and sticky rice with bamboo shoots that blend Thai and international flavours perfectly.
“This showcases the potential of ‘Thai fermented fish sauce’ to elevate every dish, both Thai and international, to stand out.”
At the event, attendees were introduced to 12 local heroes who are the driving force behind extraordinary flavours. These culinary stars were featured on Netflix as title name: Hidden Gem Docuseries and were present at the Hidden Taste of Nation zone.
Notable establishments included: Jokkuea Table (Bangkok), Mae Pom’s Roti Sai Mai (Ayutthaya), Ban Yai Pad Thai Tao Tan (Bangkok), Mae Kai Kongsak’s Sticky Rice in Bamboo (Chonburi), Jai’s Shrimp Wonton Noodle (Bangkok), Krua Nuea Hoom (Lampang), Tatoon Tamarind Sauce (Phetchaburi), Go Gae’s Grilled Pork (Trang), Ja Nai Seafood (Trang), Baan Suan Suk Chai (Chiang Mai), Bowon Rice Porridge (Bangkok), and Indochina Restaurant (Ubon Ratchathani).
These iconic establishments offered their signature dishes for sale in this unique zone. In the Hall of Fame, visitors explored the inspiring stories of these 12 heroes and over 20 street food vendors throughout Thailand.
The event was further enhanced by performances from The Paradise Bangkok Molam International Band, a band celebrated globally for its traditional Molam music performance. Adding a touch of excitement and Thai international style, the band had previously graced world-renowned music festivals. Attendees also enjoyed engaging in activities from various sponsors daily.
Renowned Executive Chef & Founder, Nuttapol Pavapai of Wang Hing-Hoi Restaurant curated a unique Find & Dine experience within the Hidden Gem of Artisans zone. The limited experience is available for only 60 people per round over the five-day event.
Participants journeyed through the history of the 12 heroes via newly crafted menus, offering an exclusive, one-time dining experience. This extraordinary event, paired with stunning views of the Chao Phraya River, was available every evening.
The Hidden Gem Food Festival runs until December 15 at River Park, G floor (free admission), and Piman Terrace, 8th Floor, ICONSIAM, from 4pm to 10pm. This event brings together all the delectable flavours and excitement in one place!
