“Pichai” organizes a promotion event for Thai SELECT restaurants in a London shopping mall, bringing 8 famous restaurants to offer special menus for tasting, confident in raising the image, pushing Soft Power to support the goal of continuous food export growth.

On September 22, 2024, Mr. Pichai Naripthaphan, Minister of Commerce, revealed after chairing the Thai SELECT Night reception with Celebrity Chefs and Influencers at the cinema in Selfridges Department Store, London, United Kingdom on September 20, 2024 that the organization of this event received cooperation from Thai businesses abroad with the aim of promoting the Thai Kitchen to the World policy in accordance with the government’s policy and promoting Thailand’s soft power through Thai food and Thai SELECT restaurants, which will help enhance the image and expand awareness of the Thai SELECT logo among consumers in the UK market, promote a good image, create popularity for Thai cuisine among new middle-class to high-end consumers, and create and expand awareness of the characteristics of Thai food.

Mr. Pichai further revealed that the Ministry of Commerce, through the Department of International Trade Promotion, invited 8 Thai SELECT restaurants to present one special menu each (Signature Menu) at the banquet area in front of the cinema. He took this opportunity to hand out certificates to 18 Thai SELECT restaurants and organized a screening of a promotional clip for Thailand, “Think Thailand Next Level,” a clip of Thai food and Thai tourism, with approximately 100 attendees, including Thai restaurant operators, chefs, businesspeople and major importers, as well as influencers and local journalists.

For the special menu that has been presented, it includes:

Farang restaurant offers the menu Prawn Miang (Shrimp Miang)
Patara Restaurant presents Thai Mango with Sticky Rice (Mango Sticky Rice)
The Great Thai Restaurant presents the menu Grilled chicken served with egg noodles, topped with soya sauce (grilled chicken noodles topped with soya sauce)
Supawan Thai Restaurant presents the Yum Hoa Plee (banana blossom salad) menu.
Kin Deum restaurant presents Coconut Floral Jellies (Coconut Jelly) menu.
Monkey and Me restaurant presents Chicken Money Bags (Chicken Money Bags)
Thai Square restaurant presents the Salmon Zaap Golden Cups (Salmon Zaap Golden Cups) menu.
Siam Niyom restaurant offers Som Tam (Som Tam) menu.

At the end, Mr. Pichai also said that “The Ministry of Commerce is confident that organizing this event will help promote Thailand’s soft power in terms of Thai SELECT restaurants and Thai food to be known and desired by British and tourist consumers, and will help increase opportunities to export food products, food ingredients and seasonings, bringing in more income for the country.”