Sabida is advancing the promotion of the “Royal Thai Costume” on billboards throughout Bangkok, announcing readiness ahead of UNESCO’s decision to register it as an Intangible Cultural Heritage of Humanity by late 2026.
On 22 March 2026, Ms. Sabida Thaiset, Minister of Culture, revealed that she has been coordinating efforts to promote the “Royal Thai Costume” through the “CHUD THAI” campaign to present it gracefully to the world. This initiative follows the royal directive of Her Royal Highness Princess Sirivannavari Nariratana Rajakanya to continue, develop, and disseminate Thai cultural heritage rooted in the significant royal duties of Her Majesty Queen Sirikit, the Queen Mother.
In collaboration with the private sector, the campaign is promoting the “Thai Costume” publicly via billboard advertisements across Bangkok, following the approach of the Department of Cultural Promotion, Ministry of Culture, to advance the Thai costume towards registration as an Intangible Cultural Heritage of Humanity with UNESCO.
Ms. Sabida stated that public relations and raising awareness about the value of what all Thais are promoting is crucial before UNESCO’s review of the “Royal Thai Costume” for registration as an Intangible Cultural Heritage of Humanity at the end of 2026. She invited all media, agencies, and the public to participate and take pride by supporting Thai identity—whether by choosing to wear Thai costumes and handicrafts in daily life or sharing these stories on social media—to showcase the dignity of Thai craftsmanship to the world.
