Thailand to boost exports with soft power in China and Hong Kong

In a move to boost exports, Thailand’s Department of International Trade Promotion (DITP) is targeting China and Hong Kong markets with a potent mix of soft power. From tantalising Thai food to fashion and films, the DITP is pulling out all the stops.

DITP Director-General Phusit Ratanakul Seriroengrit announced Monday that eight offices in China and Hong Kong are spearheading this initiative.

“We are organising Thai food promotion festivals both on-site and on social media in Hong Kong and China, focusing on foods with the prestigious Thai SELECT certification.”

Expect Thai delicacies to shine at major Chinese festivals like Qingdao’s Beer Festival and Shanghai’s Summer Festival. These events will also be broadcast on popular digital platforms such as Little Red Book (Xiaohongshu), Weibo, and Dianping. In addition, shopping malls in secondary cities like Dongguan, Wuhan, Liuzhou, Xiamen, Xi’an, and Ningxia will host similar activities.

Phusit highlighted that fruit promotion activities in Kunming, Chongqing, Jiangxi, and Guangzhou, initiated in May, have already generated 40 million baht in trade.

“These events introduced the taste, quality, safety standards, and variety of Thai fruits.”

Upcoming collaborations include a festival with Hema Supermarket to promote durian, mangosteen, coconut, pomelo, and longan, along with special dishes featuring Thai fruits at 11 Thai restaurants in Shanghai.

Fashion isn’t left behind in this grand plan. August will see a gala night in Shanghai to showcase Thai fashion, followed by a Thailand pavilion and fashion show in Hong Kong from September 4 to 7.

The film industry is also getting a boost, with the hit Thai movie Lahn Mah or How To Make Millions Before Grandma Dies already receiving rave reviews in Hong Kong. DITP’s Shanghai office plans to promote this film ahead of its September release in China.

To top it off, Thai entrepreneurs are gearing up for several trade fairs, including Thai Brands Kunming 2024 (July 23 to 28), China-ASEAN Expo 2024 (September 24 to 28), and China International Import Expo (November 5 to 10). Collaborations with shopping malls and convenience stores in China and Hong Kong will further showcase Thai products, ensuring a comprehensive push into these lucrative markets, reported The Star.