Bangkok Post – Thai PM launches soft power initiative for food sector

The ambitious plan aims to create 75,000 jobs and generate 3.5 billion baht by 2027.

Thailand is taking bold steps to establish itself as a global food hub through an ambitious initiative aimed at transforming its rich culinary heritage into a world-class soft power asset. This project, part of the One Family One Soft Power (OFOS) policy, aims to raise the global profile of Thai food while creating over 75,000 jobs and contributing 3.5 billion baht to the economy by 2027. The aim of the initiative is to combine tradition with technology and position Thailand’s vibrant food culture as a cornerstone of its international influence.

Prime Minister Paetongtarn Shinawatra officially launched the program, underscoring the government’s commitment to harnessing soft power in the food sector. The project, led by the Ministry of Industry through the Department of Industrial Promotion (DIPROM), focuses on four key activities:

1. Modernizing a Village, a Thai Chef – Improve culinary skills and certify chefs to meet global standards.
2. Developing community chef restaurants and local Thai cuisine – Empowering communities to strengthen their culinary potential.
3. Modernizing community food innovation centers – Promote the use of regional agricultural resources and advanced technology to produce high-quality products.
4. Promoting innovation in the food and beverage industry – Increasing the global competitiveness of Thai food through innovation and creativity.

Industry Minister Akanat Promphan highlighted the importance of soft power in creating significant economic value in 14 sectors including food, film, fashion and tourism. He noted that Thai cuisine is more than just food; It embodies Thai culture, lifestyle and creativity while reflecting a commitment to sustainability.

In line with the ministry’s mission to “transform the industry into a modern, clean, practical and transparent economy”, the initiative’s operational plan for 2024-2027 envisages collaboration between the government, the private sector and civil society to achieve a to build a robust ecosystem for the Thai food industry. The plan aims not only to create jobs and careers, but also to strengthen Thailand’s global reputation as a culinary powerhouse and ensure opportunities for Thais at all levels of society.

The Ministry of Industries through the Department of Industrial Promotion (DIPROM) has developed a comprehensive policy on soft power promotion under soft power Development strategic plan. This strategy is based on five key pillars:

1. Study and creatively develop resources and cultural capital.
2. Develop personnel to advance Thai soft power initiatives.
3. Improve business skills to support sustainable growth in the soft power sector.
4. Promote Thai soft power on a global level.
5. Provide supportive measures to increase efforts to promote soft power.

Within this framework, DIPROM’s soft power funding project in the food sector includes four main activities:

1. A village, a Thai chef enhance: The focus of this initiative is to impart culinary knowledge, improve food quality and secure certifications from professional qualification institutes to further develop participants into professional chefs.
2. Development of community chef restaurants and local Thai cuisine: Target communities are selected for training and support to enable them to increase their culinary potential in line with the One Family One Soft Power vision.
3. Modernization of municipal food innovation centers: These centers impart knowledge of food standards, promote the introduction of advanced technologies and innovations, and use regional agricultural raw materials to produce high-quality products.
4. Promoting Innovation in the Food and Beverage Industry: By focusing on innovation, technology, standards and creativity, this activity aims to sustainably increase the global competitiveness of Thai food companies.

This multi-pronged approach underscores the ministry’s commitment to transforming the Thai food industry into a global soft power asset.

Industry Minister Akanat Promphan emphasized that the project not only aims to bring international recognition to Thai cuisine, but also serves as a New Year gift for the Thai people. The initiative aims to create jobs, improve livelihoods across all sectors – from farmers to large businesses – and position Thailand as a global food hub by attracting foreign investment and increasing exports of Thai food products.

The event included interactive zones showcasing Thailand’s culinary innovation:

• Food station zone 8: Offering 16 exclusive menus created by renowned celebrity chefs, showcasing culinary excellence and innovation.
• Food Genius Center Zone: Innovative food products and processed ingredients from local communities will be showcased, highlighting their potential.
• Local Chef Restaurant Area: Four signature dishes are presented, representing the four regions of Thailand, offering an authentic culinary experience.
• Thai Food and Beverage Innovation Zone: Creative drinks developed by professionals that reflect Thai creativity and offer a variety of unique flavors.

The project also represents a collaboration between DIPROM and seven key agencies, including the Ministry of Higher Education, the Ministry of Health and the Digital Government Development Agency. The aim of this partnership is to improve food quality standards, advance research and development and promote the export of Thai food to ensure that Thai cuisine becomes a globally recognized and respected force.

With this initiative, Thailand is poised to consolidate its position as a global leader in the culinary world, combining tradition and innovation to make a lasting impression on the international stage.