Thai beauty influencer named first Phuket tourism ambassador

Thai social media influencer, Sasisom Phadungkingtrakul, also known as Mook, has made history as she takes on the role of the first-ever Phuket Tourism Ambassador of Thailand.

The accolade, awarded by the Tourism Authority of Thailand (TAT) under the Amazing Thailand initiative, designates Sasisom as the island’s cultural and promotional representative until the end of 2025.

The announcement was made during the grand finals of the Phuket Tourism Ambassador contest at the Pearl Hotel in Phuket. This event, styled as a beauty pageant with a mission, challenged participants to highlight Phuket’s appeal through its natural attractions, cuisine, architecture, and traditional attire.

A notable event leading up to the finals was a panel discussion with Dr Kosol Tang-Uthai, President of the Phuket Peranakan Association. He underscored the necessity of preserving cultural heritage, focusing on the kebaya, a traditional women’s garment from the south. This attire, now recognised by UNESCO, is part of the shared cultural heritage of Thailand and four other ASEAN nations.

Contestants also showcased their fashion sense in a kebaya-themed fashion show at Baan Chinpracha, a historical site in Phuket Town constructed during the late reign of King Rama IV.

In her new role, Sasisom was awarded a prize of 50,000 baht and a Golden Ambassador Brooch, an exquisite piece worth over 150,000 baht.

The brooch, inspired by Peranakan designs, is rich with symbols: a pearl oyster with genuine pearls representing Phuket’s identity, paired swans symbolising harmony and grace, and the chenko flower denoting gentleness and beauty, reported Phuket News.

“The brooch embodies elegance, unity, and cultural pride, values that the ambassador will represent.”

In related news, Patong City Municipality officially announced the return of the annual Phuket Festival, set to take place from December 8 to 10, marking the kick-off of the island’s bustling tourism season. The 38th Phuket Tourism Festival, themed Phuket Memories of a Lifetime, was revealed during a press event held on Patong Beach on Tuesday, November 19.