Economy Thaifex-Anuga Asia Highlights Thai Cuisine’s Global Outreach

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Picture courtesy of Bangkok Post

 

Thaifex-Anuga Asia 2023 has kicked off with a dynamic focus on promoting Thai cuisine internationally, emphasizing the expansion of Thai culinary reach to new global markets. The event, one of Asia's largest food and beverage showcases, is currently underway at Impact Muang Thong Thani, running until Saturday.

 

For over 35 years, "Thai-Choice" has established itself as a key player in exporting authentic Thai meals and ingredients to over 60 countries, acting as a culinary ambassador for Thailand. Speaking at the event, Prao Vajarabhaya, the managing director of Thai-Choice, highlighted the importance of communication in making lesser-known Thai dishes more accessible to a global audience.

 

While Thai food is well-recognized in regions like Japan and China, lesser-known markets, such as Ghana and Ethiopia, may be familiar with Thailand but not its cuisine. Vajarabhaya emphasized the need for strategic communication to introduce these markets to the breadth of Thai culinary offerings.

 

Thai-Choice’s approach aligns with the event's theme of showcasing the latest innovations and trends in the food and beverage industry. Industry leaders are leveraging the platform to expand their business reach, tapping into emerging trends such as veganism, sustainability, and innovative yet authentic food offerings.

 

Srichanok Wattanasri Wright, Thai-Choice's president, underscored the need for Thai food to align with global trends while maintaining its authenticity. This includes embracing environmentally friendly packaging, transparency in labelling, and catering to dietary trends like veganism. "Thai dishes need to dare to be true to themselves when they go abroad," Wright stated, believing that authentic dishes, even if initially challenging for foreign palates, can foster cultural exchange and understanding.

 

Thaifex-Anuga Asia participants are poised to witness a wide array of the latest food and beverage innovations, with Thai cuisine taking a prominent place in the lineup. By staying true to its roots while adapting to global demands, Thai food aims to secure a firmer foothold on the international culinary stage, offering a tantalizing glimpse into its rich and diverse flavors.

 

  Adapted by ASEAN Now from Bangkok Post 2025-05-28