Photo courtesy of Thai PBS

 

Roti Saimai, a traditional Thai dessert, is fast becoming a popular souvenir among South Korean tourists visiting Thailand. Known for its thin roti and sugar floss, this delicacy has joined the ranks of famous Thai dishes like tom yam goong, pad Thai, and somtam, which tourists often enjoy during their stay. As the global appetite for Thai cuisine grows, many visitors are recommending that the best flavors are found at local street stalls rather than upscale restaurants.

 

Thai dishes consistently rank highly in global food surveys, challenging culinary staples like Italian pizza and Japanese sushi. Recently, Thailand topped Condé Nast Traveler’s Readers’ Choice Awards for having the world’s best food in 2025, scoring an impressive 98.33 out of 100. In response to growing international interest, Thai promoters are striving to highlight the diverse array of flavors their cuisine offers, although they face the pleasant problem of choosing which dish to spotlight.

 

To further capitalize on this culinary interest, the Thailand Convention and Exhibition Bureau (TCEB), alongside the Tourism Authority of Thailand (TAT) and other partners, launched the "Spice Up Thai Fest" campaign. This initiative aims to encourage global travelers to experience Thailand’s vibrant festivals, where food is a key feature. The campaign also seeks to utilize the Thai Restaurant Global Network and social media influencers to reach audiences in 14 pilot markets, including South Korea, Japan, and Australia.

 

The campaign, running from November 15, 2025, to January 18, 2026, aims to create a lasting impact by establishing Thai restaurants as focal points for culture and cuisine worldwide. Dr. Supawan Teerarat, President of TCEB, emphasizes the goal of going beyond mere festivals to develop a platform for Thai culinary and cultural engagement. Thapanee Kiatphaibool, Governor of TAT, supports this vision, highlighting that these events offer authentic insights into Thailand’s rich cultural heritage.

 

As Thailand continues to enhance its global gastronomic footprint, tourists are encouraged to explore beyond traditional tourist sites to discover the country's true charm. Many visitors have shared online that engaging with locals and tasting street food provides the most genuine Thai experience. With the rising popularity of dishes like Roti Saimai, Thailand hopes to solidify its reputation as a top culinary destination, reported Thai PBS.

 

Key Takeaways

• Roti Saimai is gaining popularity among South Korean tourists in Thailand.
• The "Spice Up Thai Fest" campaign promotes Thai culture and cuisine globally.
• Experts suggest authentic Thai experiences are found beyond tourist hotspots.

 

Related Stories:

Thai Food to Reach Space with CPF’s Historic Chicken Launch

Line Man Revolutionises Thai Food Delivery with English Translation for Expats

 

  Adapted by ASEAN Now from Thai PBS 2025-11-28

 

 

 

Quite a process, a bit of a work out to make ...

 

https://www.facebook.com/watch/?v=1089173222965062

Thai foods delight global visitors until they find themselves in the hospital for food poisoning. 

Been eating it for years, the wife brought some from our local market last week.

Why it has become popular, I do not know, in my rural area not easy to find, must be more popular in bigger towns and  city's ,but like a lot of Thai sweets, I find it too sweet.

The locale name for the sugar floss, as the wife says, is Moi, in Thai, or for us, pubic hair. 

Must admit not much real Thai food excites me. Not talking restaurant food but the food Thais eat. Once spent three hours keeping the flies off the ant eggs at a songkran party in Isaan.

The best are to be found in Ayuttaya...