The Department of International Trade Promotion (DITP) under the Ministry of Commerce successfully held the THAI SELECT Festival 2026 on 21 July 2026 at Vanderbilt Hall, Grand Central Terminal, New York City, USA. The event received overwhelming responses from the public, tourists, and consumers—both American and international—who attended continuously throughout the day.
The atmosphere inside the event was lively, with participants showing great interest in the activities and Thai cuisine. This reflected the popularity of Thai food and the Thai SELECT brand in the U.S. market, while underscoring the potential of Thai cuisine as one of Thailand's key Soft Power assets.
This year's event was organized under the concept “Thai SELECT Playground – Play with Thai Flavors,” conveying the charm of Thai food through an experience combining taste, art, culture, and creativity. It offered attendees the opportunity to learn about and experience the uniqueness of Thai cuisine in a fun, accessible way that impressed participants of all ages.
A major highlight of the event was the participation of famous actors Mai Pakpoom Romsaithong and Apo Natthawiny Wattanakitiphat, who met fans and showcased the appeal of Thai cuisine to an international audience as representatives of Thailand’s Soft Power. Their involvement attracted significant attention from attendees, adding color to the event and broadening awareness and interest in Thai food and the Thai SELECT brand.
The success of the THAI SELECT Festival 2026 not only demonstrated the popularity of Thai cuisine in the U.S. market but also highlighted the potential of leveraging food as Soft Power to raise awareness, connect consumers from diverse ethnic and cultural backgrounds, and concretely expand international trade opportunities.
