Thailand promotes quality products at Times Square

Thailand’s Ministry of Commerce launched a campaign to elevate the image of Thai products at Times Square. The Ignite Thailand Festival: Think Thailand, Next Level took place at 46-47 Broadway Plaza & Duffy Square yesterday, September 4, aiming to showcase the quality and innovation of Thai goods to over 20 million consumers in the United States.

Wuttikrai Leeweeraphan, Permanent Secretary of the Ministry of Commerce, highlighted that this initiative follows the policy of Phumtham Wechayachai, former Deputy Prime Minister and Minister of Commerce.

The event featured a variety of Thai products, including food, condiments, and fashion items, to boost confidence in and credibility of Thai brands. This effort reinforces Thailand’s image as a producer and exporter of high-quality products that are environmentally and socially responsible, said Wuttikrai.

“The visit aligns with Phumtham’s policy to increase the visibility of Thai products, especially Thai brands, among US consumers who may not be fully aware that many products originate from Thailand. This festival aims to introduce a wider variety of Thai innovations, such as food technology and future foods while promoting fashion and jewellery items.”

The United States has been identified as the primary market for this promotion, with the United Kingdom scheduled to follow next month. The event included 19 booths displaying various Thai products.

Notable food brands such as Mama, Golden Mountain Soy Sauce, Chaokoh Coconut Milk, and Ampol Foods’ frozen fruit ice cream were featured. Two fashion brands, Future Treasure and Nakamol, also had booths, along with nine Thai SELECT-certified restaurants including Mai Kaidee, Na Rath, Zabb Putawn, Pinto Garden, Sky Ice, Charoen Krung, Khaosan, Pata Paplean, and GOOG.

Thai culture

Additionally, cultural booths showcased Thai arts such as umbrella painting and traditional costume photography. The event also featured a TOPTHAI x Amazon booth and a Team Thailand booth.

The cultural aspect was further enhanced by stage performances, including Thai cooking demonstrations, fashion and lifestyle shows, and traditional Thai arts to leverage Thailand’s soft power, said Wuttikrai.

“The highlights of the event included cooking demonstrations and tastings by renowned chefs such as Chef Yo from Pinto Garden, Chef Vee, a Thai-American chef from Eleven Madison Park (a Michelin three-star restaurant), and Chef Arnold, a former Top Chef contestant and James Beard Best Chef Southeast nominee for 2024.”

The festival also included a cooking competition with ingredients selected by Wuttikrai himself, alongside chefs Arnold, Bao Bao, and Hong. Traditional Thai dance and Muay Thai demonstrations were performed to showcase Thailand’s cultural heritage to the public and tourists at Times Square.

The Ignite Thailand Festival effectively utilised the iconic Times Square billboards, with Thai food advertisements displayed from 5pm to 5.30pm, attracting significant attention. Pedi Cabs, decorated with Thai motifs, also operated around Times Square throughout the week, further promoting Thai brands and services, reported KhaoSod.