The Intellectual Property Department teamed up with “Tiger Cry” to investigate the quality of the GI product “Songkhla Lake Three-Water Seabass,” thoroughly examining the production process under GI standards to highlight the premium raw material quality widely accepted by consumers.
The Intellectual Property Department of the Ministry of Commerce is advancing efforts to raise awareness and enhance confidence in the quality of Thai GI products through the online program “Tiger Cry Study Tour.” The show takes viewers behind the scenes of the production process of “Songkhla Lake Three-Water Seabass,” a renowned geographical indication (GI) product from southern Thailand, covering breeding, quality control, and systematic product management. This reflects the meticulous care at every step, resulting in a premium-grade GI product widely recognized by consumers.
Mrs. Oramon Sapthaweetham, Director-General of the Intellectual Property Department, explained that geographical indication (GI) products are quality items with a unique identity linked to their geographical origin, including soil, water, climate, and community production knowledge. GI products stand out distinctly from ordinary goods and have strong potential for diverse commercial development. The Ministry of Commerce has a policy directing the department to accelerate the enhancement of GI product value alongside broad awareness campaigns, emphasizing conveying the story, quality, and identity of products to meet the needs of modern consumers, thereby increasing product value, building confidence, and expanding market opportunities continuously.
Recently, the department collaborated with “Tiger Cry,” a popular YouTube channel with over 3.36 million followers, to present GI products in an entertaining and accessible way. This initiative aims to help consumers better understand and appreciate the value of Thai GI products. The Tiger Cry team, led by Koddy, Kadto, Natty, and Ed 7 Wi, took viewers to Songkhla province to closely explore the production site of the GI product “Songkhla Lake Three-Water Seabass.” Starting from fish farming in Songkhla Lake—the only lagoon-type lake in Thailand—this area connects to the Gulf of Thailand and features an ecosystem comprising fresh, brackish, and saltwater, known as “three waters.” This rich environment results in large seabass weighing over 2 kilograms, with white, firm, tender flesh, excellent taste, and importantly, no muddy odor, clearly distinguishing it from typical seabass.
The program also highlighted the strength of the local producer community, which maintains strict production standards and manages the Songkhla Lake Three-Water Seabass systematically to preserve the GI product’s quality and identity as registered with the department. This includes breed selection and fish fry registration, careful feeding and rearing over 1–2 years, expert and attentive handling during rapid fish harvesting to maintain freshness and quality, as well as processing and value addition. Viewers were introduced to the local fish farmers’ lifestyle and traditional knowledge, who have long preserved the GI production standards. They have also formed strong cooperatives, enabling farmers to sell products through these channels to ensure fair pricing and equitable income distribution among local fish farmers.
Songkhla Lake Three-Water Seabass is a GI product playing a crucial role in driving the local economy. It is marketed and developed into various products such as sashimi, boiled seabass with dipping sauce, smoked seabass, fried seabass with chili and salt, seabass chili paste, and seabass cake. The product generates over 202 million baht annually for Songkhla province, demonstrating the GI product’s potential to add value through local identity, creating real opportunities and income for entrepreneurs and local communities. Interested consumers can purchase Songkhla Lake Three-Water Seabass GI products at major department stores like Tops, JinJai Farmers’ Market, Born Thailand platform, or contact local producers directly at 086-962-4579 and 094-578-4579.
The Intellectual Property Department invites everyone to follow the program “Tiger Cry Study Tour” episode TGC x Study Tour GI Songkhla Lake Three-Water Seabass on the YouTube channel TigerCryChannel to support producers and help spread the value of Thai GI products more widely.
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