'Chud Thai Phra Ratchaniyom' and the Thai national team outfits, designed by the SIRIVANNAVARI brand, have been displayed on a billboard in Tokyo’s Ginza district. The Ministry of Culture is pushing to promote CHUD THAI on the global stage with a roadshow in Japan on 17-18 September.
A reporter stated that in Tokyo on 16 September 2026, a large billboard screen displayed promotional content. It featured the ceremonial outfits of the Thai national athletes for the 2026 Asian Games. In Nagoya, Japan, these were designed by the SIRIVANNAVARI brand under the concept 'The Art of Unity,' or 'The Art of Oneness,' which Her Royal Highness Princess Sirivannavari Nariratana Rajakanya, Creative Director of the SIRIVANNAVARI brand, designed and also modeled to present the collection. The billboard featured her portrait as part of the campaign.
Additionally, 'Chud Thai Phra Ratchaniyom' (the royal Thai national costume) was also displayed on the same billboard. The Ministry of Culture will organize an event titled 'CHUD THAI KNOWLEDGE, CRAFTSMANSHIP AND PRACTICES OF THE THAI NATIONAL COSTUME' from 17–18 September 2026 at the Hyoukekan building of the Tokyo National Museum in Japan.
On 18 September, Her Royal Highness Princess Sirivannavari Nariratana Rajakanya will preside over the royal Thai national costume fashion show, while Ms. Sabhita Thaiset, Minister of Culture, will attend to promote 'Chud Thai' to the world stage. This event marks a key milestone in advancing the registration of 'Chud Thai: Knowledge, Craftsmanship, and Practices of the Thai National Costume' as an intangible cultural heritage with UNESCO in December 2026. This initiative follows the royal vision of Princess Sirivannavari to preserve, develop, and promote Thai cultural heritage, rooted in the significant royal projects of Her Majesty Queen Sirikit, the Queen Mother.
