The Department of Business Development has launched the “Travel, Enjoy, Eat Thai SELECT Year 3” campaign, partnering with over 25 agencies to stimulate the Thai restaurant industry through the Thai SELECT certification. The initiative aims to promote Thai cuisine, generate income, distribute opportunities to local communities, and elevate Thailand’s image on the international stage.
Mr. Poonphong Nainapakorn, Director-General of the Department of Business Development, Ministry of Commerce, revealed after presiding over the campaign's opening ceremony that this event is a key activity to jointly drive the country's service economy by promoting Thai restaurant businesses alongside tourism, marketing, and strengthening Thailand’s image. The department continuously prioritizes upgrading Thai restaurants because Thai cuisine is a vital Soft Power reflecting the country’s identity, culture, and wisdom. Moreover, it is an important mechanism for generating income, creating jobs, and distributing income to local areas. It is projected that by 2026, the Thai restaurant market will be worth approximately 700 billion baht.
The campaign also aggressively promotes the Thai SELECT logo internationally through online media, television programs, and influential food personalities both domestically and abroad. Training sessions are offered both on-site and online to continuously develop operators’ capabilities in management, branding, and modern marketing strategies.
This year’s campaign runs from 1 April to 30 June 2026, spanning three months, in collaboration with more than 25 partners. It offers benefits worth over 2 million baht to consumers and operators. A key highlight is the “Eat Well, Get Lucky with Thai SELECT” activity, inviting consumers to experience Thai cuisine at more than 457 Thai SELECT certified restaurants nationwide. Customers spending at least 1,000 baht per receipt can enter a draw for three prizes via the LINE Official Account @thaiselect: Prize 1 is a chance to win Thai SELECT Limited Edition gold weighing 3 baht; Prize 2 offers an exclusive fine dining experience at a 3-star Thai SELECT restaurant with Chef Chumpol Jangprai, awarding 10 prizes for two people each; and Prize 3 includes 250 premium Thai SELECT prizes. Additionally, the “Good Reviews, Great Rewards” event invites reviewers to share their impressions for a chance to win two smartphones—an iPhone 17 Pro Max and a Samsung S26 Ultra—and many special souvenirs. The campaign also benefits from partner support providing special discounts from leading delivery platforms and e-wallet apps, cashback from credit card companies, cost reductions on raw materials from wholesale centers, and low-interest loans from government financial institutions for Thai SELECT restaurants participating in the campaign.
Furthermore, the Travel, Enjoy, Eat Thai SELECT Year 3 campaign encourages food enthusiasts to explore quality Thai restaurants nationwide, linking with the tourism sector and creating new income-generating experiences at the local level. Interested parties are invited to join the campaign for a chance to win prizes while enjoying authentic, high-quality Thai flavors. Details on the campaign and a directory of Thai SELECT restaurants nationwide, along with additional benefits, are available on the website.www.thaiselectth.comOr Facebook: Thai SELECT Thailand. Thai restaurant operators seeking to upgrade standards, transform their business, and gain marketing benefits can apply for the 2026 Thai SELECT certification as a mark guaranteeing quality, taste, and internationally recognized service standards. They will also receive full marketing support benefits from both public and private partners. Applications are open now until 15 April 2026 via the website.www.thaiselectth.com.
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