"Team Thailand" arrived in Tokyo to open a booth at Thai Festival Tokyo 2026, presenting "Thai Pop Culture" to highlight contemporary Thai vibrancy, aiming to attract 1.2 million Japanese tourists to Thailand by 2026 GMT+7.
On 10 May 2026, Ms. Ploytale Laksamee Sangchan, Deputy Spokesperson of the Prime Minister’s Office, revealed that on 9 May 2026 at Yoyogi Park, Tokyo, the government, through the Tourism Authority of Thailand (TAT), the Ministry of Tourism and Sports, in collaboration with the Ministry of Foreign Affairs and partner agencies, organized the 26th Thai Festival Tokyo 2026 under the concept "Amazing Thailand: Thai Pop Culture Move." The event showcased Thailand’s charm through Thai Pop Culture and creative travel experiences combining culture, art, music, Muay Thai, crafts, and contemporary lifestyle to appeal to young Japanese tourists interested in modern culture and novel experiences.
This year’s event focused on presenting Thailand from a fresh perspective through bright, modern, and accessible illustrations. The space was designed as "sois" (lanes) reflecting Thailand’s colors, culture, beliefs, creativity, and contemporary lifestyle, divided into five main activity zones:
• SOI 1: TAT Experience Hub & Partner Zone, providing information on Thai tourism and activities with airline partners.
• SOI 2: Thai Craft & Textile Workshop by JUTATIP, offering Thai weaving workshops that convey local wisdom and sustainability concepts.
• SOI 3: Thai Pop Culture Playground by TOMATO TWINS, inviting visitors to discover "Your Thai Vibe" through contemporary Thai culture such as T-POP, food, art, and wellness.
• SOI 4: Siam Si Experience, offering a contemporary take on the traditional Thai fortune-telling practice from famous temples.
• SOI 5: Muay Thai Experience by LONGNUAMBOYZ, showcasing the charm of Muay Thai through fashion, street culture, and interactive activities.
• Main Stage: The central stage themed "Thai Parade Float," featuring T-POP music, art, and Thai cultural performances throughout the day.
"Participating in the Thai Festival in Tokyo marks a significant step for Team Thailand, integrating cooperation among all relevant agencies to promote Thailand as a Global Cultural Destination through soft power and the creative economy. It aims to inspire Japanese tourists to experience Thailand firsthand, targeting 1.2 million Japanese visitors by 2026 and expanding marketing opportunities sustainably on the world stage," said the Deputy Spokesperson. Ms. Ploytale added.