Pinpoint Paem Bok Mae Hong Son! Explore the "UNSEEN THAI THAI" community as the Ministry of Culture revives the charm of "Community Tourism, Witness the Way of Life." Check in at the Khokuso Merit Bridge, savor spicy Tai Yai dishes, and learn community crafts—all in one place. Experience and create impressive new experiences through cultural capital, advancing the exemplary model "Community Tourism, Witness the Way of Life" for 2025 to build a tangible grassroots economy, driving the "Thai Thai" policy by turning cultural capital into economic opportunities.
On 18 Feb 2026 GMT+7, Ms. Sabida Thaiset, Minister of Culture, delegated Mr. Prasop Riangngern, Permanent Secretary of the Ministry of Culture, to preside over the opening ceremony for raising awareness of the community tourism route of the top model community "Community Tourism, Witness the Way of Life" for fiscal year 2025 at Ban Paem Bok community, Village No. 6, Thung Yao Subdistrict, Pai District, Mae Hong Son Province. Present were Mr. Jetsada Cheevawichawalakul, Inspector General of the Ministry of Culture; Mr. Viboon Waewbandit, Governor of Mae Hong Son; cultural officials from northern provinces; provincial cultural council leaders; religious and community leaders; local government heads; network partners; media representatives; and distinguished guests attending together.
Mr. Prasop Riangngern, Permanent Secretary of the Ministry of Culture, said the ministry is advancing the policy of the Minister of Culture under the concept "Thai Thai: Preserving, Creating, Leading Thai Culture to a Sustainable Future." This emphasizes creatively developing cultural capital, identity, local wisdom, customs, traditions, and community lifestyles to create value and added economic worth, leading to job creation, income generation, and strengthening the country's grassroots economy.
“Selecting the top 10 model communities for "Community Tourism, Witness the Way of Life" in fiscal year 2025 is a key mechanism to honor and promote communities with potential in creative cultural tourism, raising their profile nationally and internationally. It also stimulates community-based tourism trends and creates economic opportunities for local people,” said the Permanent Secretary.
Ban Paem Bok is a Tai Yai (Tai) ethnic community with a history spanning over 200 years. It has strongly preserved its customs, traditions, beliefs, and original lifestyle. The community creatively links its cultural capital with tourism under the concept "UNSEEN THAI THAI," comprising:
1. Unseen Faith: The Khokuso Merit Bridge and morning alms-giving. This 815-meter-long bamboo bridge, built from faith, offers a spiritual experience and stands as Tai Yai architecture attracting tourists to give morning alms. It reflects the cultural identity and spirituality of the Tai Yai.
2. Unseen Taste: Tai Yai local cuisine unique to Mae Hong Son, using community-sourced ingredients. For example, the set menu featuring stir-fried climbing fern includes local dishes such as spicy curry, fresh climbing fern stir-fry from community garden produce, served with fresh, chemical-free ingredients enhancing the local flavors of the Tai Yai people. Accompanied by "Nam Prik Ub Kai"—a spicy chili paste with egg—this dish is rich and aromatic with Mae Hong Son's distinctive spices.
3. Unseen Craft & Wisdom: Tai handicrafts and lifestyle activities such as making "Pum Peng" brooms from palm or bamboo leaves, and a workshop on making sand-roasted chili paste. These are educational community-based tourism experiences.
During today's event, the Ministry of Culture and the community highlighted the charms of this community to promote community-based tourism among both Thai and international visitors. Activities included cultural performances titled "Tai Identity, United Thai Relations," demonstrations of over 20 cultural wisdom booths, and sales of community products such as Paem Bok basketry, Lahu textiles, mineral water garlic, cold-pressed peanuts and black sesame, tie-dyed fabrics, scarves, and shawls—all directly generating income for local residents.
Mr. Prasop added that Mae Hong Son Province is ethnically diverse, including Tai Yai, Khon Mueang, Lahu, Lisu, Hmong, Lawuea, Yunnanese Chinese, Pao, and Karen peoples. Each has beautiful cultures and traditions, representing cultural capital with strong potential for creative tourism development.
Furthermore, Ban Paem Bok community can connect with nearby natural and cultural attractions such as Paem Bok Waterfall, Huai Khai Kirimruktai Forest Monastery, viewpoints at Doi Miang and Doi Thong, the Yunnanese Chinese Cultural Center Village (Ban Santichon), Yun Lai Viewpoint at Ban Santichon, Wat Nam Hu, and Wat Sri Don Chai—the main temples in Pai District.
The Permanent Secretary of the Ministry of Culture added that this community opening serves as a platform integrating cooperation among government, civil society, and network partners to promote and publicize community tourism routes to Thai and foreign tourists. This aims to stimulate Mae Hong Son's tourism economy and sustainably strengthen the community.
“I would like to express my admiration and congratulations to the people of Ban Paem Bok who have worked together to develop their community, earning recognition as a top model community for ‘Community Tourism, Witness the Way of Life’ in 2025. The Ministry of Culture is ready to support and promote the UNSEEN THAI THAI charm at national and international levels, allowing cultural power to truly drive the country's grassroots economy. We will continue to preserve, create, and leverage Thai cultural capital to develop the economy and society steadily and sustainably, making Thai culture a vital foundation for the country's long-term development,” Mr. Prasop said.
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