The Ministry of Culture reveals results from a super poll indicating "Thai fabric" ranks first as the cultural product that foreigners are most interested in, preparing to launch a strategy "Cultural Portfolio" to promote Thai products for sustainable global income generation.
Ms. Sabida Thaiset, Minister of Culture, disclosed that the Ministry of Culture has collaborated with Super Poll Co., Ltd. to conduct the “Study on Foreign Consumers' Demand for Thai Cultural Products (CPOT).” This empirical research surveyed 350 foreign tourists from five target countries with strong purchasing power (China, Japan, South Korea, Saudi Arabia, and the United Arab Emirates) across 10 key tourist provinces, to inform policy development. “Thai: Preserve, Create, Lead Thai Culture to a Sustainable Future.”
The study found that the top three most popular Thai cultural products were :
Number 1: Thai fabric (woven cloth) at 67.1%,
Number 2: Thai herbal products at 53.1%,
Number 3: Auspicious ornaments and decorative items at 36.0%.
Additionally, 60.9% of foreign tourists indicated a preference for “traditional Thai products” over “contemporary Thai products” (39.1%), reflecting that Thailand’s traditional identity remains a powerful selling point. Product development should therefore focus on preserving core authenticity while adapting designs for practical use.
The study also segmented consumers, revealing that the potential consumer base is as high as 71.2%. Among those with direct experience or interest in CPOT products, 94.0% confirmed their intention to repurchase after returning home.
The Minister of Culture further explained the insights, noting that cultural products play two main roles: Those are
Image-building and attention-attracting products (First Impression), led by woven fabrics (67.1%),
and products with continuous repeat purchases, with food, snacks, and beverages ranking first (41.8%), followed by Thai herbal products (26.1%), and woven fabrics (19.3%).
“Based on this data, the Ministry of Culture has adopted a product management strategy in the form of a Cultural Portfolio, using Thai fabric and crafts to build the country's valuable image and identity, while food, herbal products, and utilitarian goods drive recurring income and maintain consumer engagement after tourists return home,” the Minister of Culture said.
From ancestral heritage to a community economic engine for the global market, the study also identified key obstacles that the Ministry must urgently address: the connectivity of post-trip purchasing. Some tourists still find it difficult to access product information or lack convenient online channels and international delivery systems. The Ministry has immediately acted on these findings by organizing a workshop “From Cultural Capital to Global Market: Enhancing Community and Entrepreneur Capacity” to upgrade the entire cultural trade ecosystem from production to consumption.
“What our ancestors left us is not just for museum display, but an economic asset ready to become part of daily life worldwide. The Ministry of Culture’s mission now is to transform cultural capital into careers, create stable income, and sustainably bring Thai community products to the global market,” Ms. Sabida concluded.
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