"Rosa Rak Ngao: The Journey of Flavors and Stories" An event highlighting the concept of food as medicine, featuring an exhibition of rare local ingredients and a Tourism Authority of Thailand booth that guides food enthusiasts to explore provincial signature dishes.
Thairath Group, in collaboration with the Tourism Authority of Thailand (TAT), is organizing a food and cultural festival. "Rosa Rak Ngao: The Journey of Flavors and Stories"Under the concept of Taste Journey Starter, emphasizing local authenticity, the organizers intend this event to be more than a typical food festival; it aims to inspire attendees to travel and explore local restaurants and ingredient sources across Thailand, stimulating community economies and creating direct networks between businesses and consumers.
Normally, enjoying dishes like Khao Soi Lamduan Fah Ham from Chiang Mai, Khao Yam from Pattani, fish dumplings from Tha Chalom, Samut Sakhon, northeastern food from Nakhon Ratchasima, and the three-flavor sauce from Phetchaburi, which is registered as a GI product, would require several days of travel. But now, all are available within a few steps at EM Market, Ground Floor, M Sphere shopping center, from 22 to 25 August 2026, between 10:00 a.m. and 9:00 p.m.
The opening ceremony was honored by TAT Governor Thapanee Kiatphaibul and Jitsupa Watcharaphol, Co-CEO of Thairath TV and Thairath Online, who jointly inaugurated the event. The “Treasure Chest of Ingredients” which will be passed to chefs Ar and Ploy to create dishes for attendees.
The event also features the Taste Journey Starter Exhibition Zone, showcasing valuable and rare local ingredients while presenting the concept of"food as medicine"which reflects the Thai wisdom of eating for health.
Meanwhile, TAT opened the Local Tourism Booth to introduce travel routes following provincial signature dishes and important ingredient sources nationwide, linking the event back to its original intent—to encourage attendees to travel to the food's origin.
Additionally, there is a zone featuring food from Thailand's five regions, including legendary restaurants, popular eateries from across the country, and Michelin Guide Bib Gourmand listed venues.
. Attendees of "Rosa Rak Ngao: The Journey of Flavors and Stories" also have the chance to win prizes by presenting receipts showing purchases of 100 baht or more from the event, granting one spin on the prize wheel. Prizes include authentic May forest honey, traditional herbal inhalers and scented herbal bags, ginger snacks, and dried herbal treats, with 100 prizes awarded daily.