The Ministry of Culture is advancing CHUD THAI onto the global stage with a roadshow in Japan on 17-18 September, ahead of the UNESCO consideration to register it as intangible cultural heritage in December 2026.
On 16 September 2026, a large billboard displayed promotional material for the official ceremonial attire of the Thai national team for the 2026 Asian Games in Nagoya, Japan. The design, by the SIRIVANNAVARI brand, follows the concept “The Art of Unity.” Her Royal Highness Princess Sirivannavari Nariratana Rajakanya, Creative Director of SIRIVANNAVARI, designed the collection and also modeled it. The billboard features her royal portrait as part of the campaign.
Additionally, the royal Thai costumes (CHUD THAI) were also showcased on the billboard. The Ministry of Culture plans to hold the event “CHUD THAI KNOWLEDGE, CRAFTSMANSHIP AND PRACTICES OF THE THAI NATIONAL COSTUME” from 17–18 September 2026 at the Hyoukekan Building, Tokyo National Museum, Japan.
On 18 September, Her Royal Highness Princess Sirivannavari Nariratana Rajakanya will preside over the Royal Thai Costume fashion show. Meanwhile, Ms. Sabida Thanaseuth, Minister of Culture, will attend to promote Thai costumes to the world stage. This event marks a significant milestone in advocating for “Thai Costumes: Knowledge, Craftsmanship, and Practices of the National Dress” to be considered for UNESCO’s intangible cultural heritage registration in December 2026. This effort follows the royal initiative of Princess Sirivannavari to sustain, develop, and promote Thai cultural heritage, rooted in the grand royal projects of Her Majesty Queen Sirikit, the Queen Mother.