Central Group joins forces with the Tourism Authority of Thailand (TAT) to present Thai identity, expanding awareness of the culture and tourism potential at the KaDeWe department store in Berlin, Germany, while extending cooperation in Europe and Asia.
On 17 Mar, reporters reported that recently Central Group, in collaboration with the Tourism Authority of Thailand (TAT), held the "Amazing Thailand Fest 2026 (The Wholesome Taste of Thai)" event concurrently with ITB Berlin 2026 at the KaDeWe department store in Berlin, Germany. The event aimed to showcase Thai identity and culture, offer authentic Thai culinary experiences, and enhance Thailand's appeal to quality travelers from around the world.
Mrs. Thapanee Kiatphaiboon, Governor of the Tourism Authority of Thailand, stated that the European market is a high-potential, quality market and one of Thailand's strategic markets. Collaborating with Central Group is a great opportunity to expand awareness and effectively convey Thai identity, culture, and tourism potential to travelers seeking valuable experiences. Holding the event alongside ITB Berlin 2026 further strengthens international exposure and inspires actual travel to Thailand. TAT believes that such public-private partnerships will be key mechanisms for sustainably driving long-haul markets and reinforcing Thailand's role as a quality destination offering comprehensive world-class experiences.
Mr. Vichai Chirathivat, Executive Director of Central Group, said that Central Group has grown from Thailand and continuously expanded its business internationally. This growth is not just business expansion but also part of passing on Thai identity to the world. Our retail spaces in Europe are not merely commercial venues but platforms beautifully conveying Thailand's stories—whether through flavors, unique culture, skilled craftsmanship rich in wisdom, or the warm way of life of its people. Seeing Thai identity represented in a landmark global department store reflects not only Central Group's growth but also our pride in helping present Thailand's charm to the world elegantly. It exemplifies how Thai private sector can concretely support national strategies. We hope this collaboration marks the beginning of ongoing partnerships to elevate Thailand's international profile. Central Group aspires to be a driving force among Thai organizations supporting Thailand globally by beautifully sharing Thai stories, culture, and values internationally, and helping Thailand grow steadily and sustainably as a meaningful quality destination on the world stage.