The Intellectual Property Department has partnered with Mojo Muse to showcase Thai GI products through various entertainment media, presenting the identity of Thai GI products, lifestyles, and stories of GI producer communities, targeting the global Gen Z market.
Mrs. Ornmon Sapthaveetham, Director-General of the Intellectual Property Department, revealed that the Intellectual Property Department is advancing a proactive policy to elevate Thai geographical indication (GI) products internationally and broaden awareness. It has signed a memorandum of understanding (MOU) with Mojo Muse Management, a leading Thai creative media producer, witnessed by affiliated actors including Mr. Pratthakorn Duangsuang (Peter), Mr. Apisit Sangming (Bee), Ms. Thanatcha Thephasadin na Ayudhya (Ing), and Ms. Ramneeya Bandapranit Boonyatorp (Minagi). The collaboration aims to present the identity of Thai GI products, lifestyles, and stories of GI producer communities through various entertainment media including television, online platforms, and print, targeting young consumers and expanding international consumer bases.
“The popularity of boys’ love series continues to grow both domestically and internationally, especially among young consumers, making it one of Thailand’s soft power assets. This collaboration is a key opportunity to connect Thai GI products with entertainment content by focusing on designing food menus that highlight unique GI ingredients and filming at actual production locations to showcase the beauty of product origins. It also integrates local values and wisdom, allowing characters to learn about community lifestyles and meticulous production processes, fostering understanding and attachment to GI products among viewers.”
This collaboration will help raise broad awareness of Thai GI products, modernize their image, and make them more accessible, while concretely expanding market opportunities. It is also expected to stimulate tourism following the series and promote consumption of GI products among both Thai and international viewers, leading to income generation, economic opportunity distribution, and long-term strengthening of communities.
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