The Ministry of Culture launches the “Proud to Wear Thai Across the Land” campaign, inviting a 15-second Thai dance to build global recognition of the “Thai costume,” aiming to establish Thai culture internationally and create a trend where the Thai costume is alive in the daily lives of all Thais. This follows the good news that the “Thai costume” will be registered as intangible cultural heritage of humanity by UNESCO at the end of 2026.
Ms. Sabida Thaiset, Minister of Culture, presided over the press conference to launch the campaign promoting dressing in Thai identity internationally, under the concept “Proud to Wear Thai Across the Land.” The event took place at the Fashion Hall, 1st floor, Siam Paragon Shopping Center, with Mr. Prasop Riang-ngern, Permanent Secretary of the Ministry of Culture, ministry executives, private sector partners, and various parties including Siam Piwat Group, TPN Global, Kantana Group, representatives from private sectors, government agencies, artists, actors, influencers, and media from all fields attending together. This reflected nationwide cooperation to drive Thai culture. The event featured fashion shows of Thai identity clothing internationally, and a Flashmob Challenge under the concept “Proud to Wear Thai Across the Land.” Activities included step-by-step Thai dance instruction and guidance on joining the 15-second Challenge clip.
Ms. Sabida said the press conference marked “the beginning of a major nationwide movement among Thais.” April of every year is when Thai culture “is most alive,” but this year, the Ministry of Culture aims to make Thai culture more powerful than ever because at the end of this year, “Thai Costume: The Knowledge, Craftsmanship and Practices of the Thai National Costume” will be considered for registration as intangible cultural heritage of humanity by the United Nations Educational, Scientific and Cultural Organization (UNESCO). The ministry is committed to making the world “see” and “believe” simultaneously that the “Thai costume” is Thailand’s culture by showing the real thing: “all Thai people wearing Thai costumes in real life.” This is a national campaign called “Proud to Wear Thai Across the Land.”
Ms. Sabida also said the Ministry of Culture has “opened spaces nationwide” throughout April, starting April 2, 2026, inviting all Thais to wear Thai clothing together nationwide; April 2–8, 2026 is Thai Heritage Conservation Week; April 13–15, 2026 is the Songkran Festival and related activities nationwide; April 21, 2026, marks the Rattanakosin establishment day; and April 22–26, 2026, the 244th Anniversary of Rattanakosin under the royal patronage. All areas invite everyone to wear Thai dress, stroll, sightseeing, photograph, and share freely. This year, the ministry will not only organize events but also “create nationwide participation” through activities everyone can join immediately, such as Thai dance clips, team Thai dressing, before–after transformations, or fun personal content. In today’s world, people do not share only what is correct but what they want to be involved in. Therefore, the ministry wants Thai culture to be not only “beautiful” but also “fun and alive.”
Ms. Sabida added that the Ministry of Culture is joining forces with private sectors, artists, actors, influencers, including the Miss Thailand pageant and Thai networks worldwide to bring the “Thai costume” back into people’s lives. For example, Siam Piwat has begun a campaign under the concept “Wear Thai... Siam Piwat Style,” inviting staff to wear Thai costumes or Thai fabrics in various forms. The Ministry of Culture has also discussed ongoing joint activities with TPN, Kantana, and the Thai Y Content Promotion Association. When Thais “truly wear” Thai costumes, the world will “truly see.” This is not just a trend but a “national strategy” because the Thai costume is not only attire but also community economy, craftsmanship, opportunities for the younger generation, and Thailand’s cultural diplomacy. As more Thais wear it, income will spread more widely and opportunities will increase. This is turning “the culture we have” into “culture that builds the future.”
“I invite everyone not to be mere “spectators” but to be “co-creators.” Let’s wear Thai for fun, take photos, and share so the world sees that Thai culture is not kept in museums but “lives within every Thai person.” I hope April 2 will be the day we see the same picture nationwide—“Thailand wearing Thai together.” Let that image travel far so the world turns to look. Let’s “wear Thai in your own style.” I emphasize that wearing Thai is not difficult nor must it be formal. We can choose from what we have, whether it is the royal Thai costume, the royal bestowed Thai costume, ancient Thai costume, modern Thai costume, or everyday Thai fabrics. The important thing is not the form but the confidence and pride you wear it with. We are making the “Thai costume” evolve from something worn “on special occasions” to something worn “in everyday life.” The Minister of Culture said,
“Join us proudly wearing Thai in your own style and help create content to share your impressions on social media with hashtags #ProudToWearThaiAcrossTheLand #WearThaiAcrossTheLand #ThaiStyleOurWay #ThaiCostume #RoyalThaiCostume #RoyalBestowedThaiCostume #MinistryOfCulture #Chudthai #ProudtoBeThai #Thaidress #DressThai #TruthFromThailand to demonstrate Thai spirit to the world together.”
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