On the final day of the Seoul Thai Festival 2026, crowds were dense, with an estimated total attendance exceeding 100,000 over the two days. Meanwhile, the Ministry of Foreign Affairs has set a goal to hold Thai festivals in 40 countries by 2026.
On 21 June 2026, reporters noted that the Thai Embassy in Seoul, the Ministry of Foreign Affairs, Team Thailand, and sponsors organized the 11th annual "Sawasdee Seoul Thai Festival 2026" in South Korea under the theme "Land of Living Creativity." On this final day, the weather was clear without rain, unlike the rainy first day on 20 June, which still saw strong participation from Thai residents in Korea, Koreans, and foreigners enjoying performances and Thai food despite the rain.
The "Sawasdee Seoul Thai Festival 2026" was held from 20-21 June 2026 at Cheonggye Plaza and along the Cheonggyecheon Stream in central Seoul. On the morning of the second day, the main stage opened with contemporary Thai cultural performances and showcases of Thailand's soft power, including music, Mor Lam, and Muay Thai. Numerous other performances and activities followed, while the areas along both sides of Cheonggyecheon were lively with Thai residents, Koreans, and foreigners purchasing goods, services, and especially Thai cuisine.
Mr. Thirakul Niyom, Special Representative of Deputy Prime Minister and Minister of Foreign Affairs Mr. Sihasak Phuangketkaew, who presided over the opening ceremony, said that Thailand has strong soft power, described as a gentle influence. He expressed gratitude to ancestors for preserving Thai identity, reflected in cuisine, performing arts, and architecture. Thai embassies worldwide, supported by the Ministry of Foreign Affairs, have consistently promoted this through renowned Thai food events globally, combining delicious cuisine with beautiful Benjarong ceramics, demonstrating Thailand's long-standing civilization. Thai cuisine's popularity is due to its balanced flavors reflecting Thai culture's harmony between strength and subtlety.
The popularity of Thailand as a tourist destination is largely because Thai people embody a warm and hospitable way of life. It is the duty of the Ministry of Foreign Affairs and all Thai embassies to ensure the world knows Thai people positively. Being recognized as a civilized people fosters cooperation and partnerships. An important tool is the Thai Festival, which whenever held attracts attention and becomes a regular calendar event, such as in Seoul where it has been held for 11 consecutive years, becoming a landmark annual event. This tool has evolved from traditional formats to include innovative activities, as well as wellness and health-oriented Thai food, upgrading Thailand's image to international standards.
"There will be a strong foundation for Thai festivals, with 36 events held in over 40 countries in 2026. Additionally, specialized activities will be organized in partnership with notable global hotels and academic seminars on Thai art and history, spreading involvement across many organizations. A key aim is to connect the world's spirits, especially in a chaotic world lacking respect for cultural diversity. Establishing emotional bonds and closeness fosters a sense of unity and mutual understanding, forming the basis for peaceful coexistence. This is the soft power of the Ministry of Foreign Affairs," said Mr. Thirakul. He added that beyond promoting Thai culture in various dimensions, a vital mission of Thai embassies globally is to strengthen Thai communities abroad. Embassies facilitate the establishment of Thai communities, clubs, and associations, such as supporting traditional Thai costumes and dispatching personnel and advisors to provide knowledge and guidance.
Mr. Thani said that the Sawasdee Seoul Thai Festival 2026 marked its 11th consecutive year, with continuous annual growth driven by the Thai Embassy and Team Thailand. Over the past three years, attendance has increased annually, reaching hundreds of thousands in 2025. Expectations are high for even greater turnout in 2026. The event represents a significant collaboration between Team Thailand and the Thai community in Korea.
However, the event aims to showcase more than traditional culture such as Thai cuisine, including lesser-known items to Koreans like roti and pulled tea. Another focus is innovation, highlighting that Thailand is not only about tradition, sports, and performances but also has its own technology and creative economy. Events like this foster business networking between Korean entrepreneurs and the Thai Embassy supports connections between the National Innovation Agency and the Creative Economy Agency with relevant sectors. Korean companies are advancing, and the Thai Embassy has launched the Seoul–Thailand Startup and Innovation Space (STSIS) to support Thai startups expanding business in Korea.
