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Thai PM Launches Ambitious Soft Power Initiative for Food Sector

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Transforming Thailand into a Global Food Hub

Thailand is taking bold steps to position itself as a global food hub through an ambitious soft power initiative aimed at leveraging its rich culinary heritage. This initiative, part of the “One Family One Soft Power” (OFOS) policy, seeks to enhance the global profile of Thai cuisine while creating over 75,000 jobs and contributing 3.5 billion baht to the economy by 2027.

Prime Minister’s Commitment to Culinary Excellence

Prime Minister Paetongtarn Shinawatra officially launched the program, emphasizing the government’s dedication to utilizing soft power in the food sector. The initiative is spearheaded by the Ministry of Industry through the Department of Industrial Promotion (DIPROM) and focuses on four key activities designed to elevate Thai food culture.

Key Activities of the Initiative

Upgrading Culinary Skills with “One Village, One Thai Chef”

One of the primary components of this initiative is the “One Village, One Thai Chef” program, which aims to enhance culinary skills and certify chefs to meet international standards. This effort will empower local chefs and promote authentic Thai cuisine globally.

Developing Community Chef Restaurants

The initiative also includes plans to develop community chef restaurants that will empower local communities to strengthen their culinary potential. By supporting local chefs and restaurants, Thailand aims to showcase its diverse food offerings.

Promoting Innovation in Food Production

Upgrading Community Food Innovation Centres

Another critical focus is upgrading community food innovation centers. These centers will promote the use of regional agricultural resources and advanced technology to create high-value food products, enhancing Thailand’s competitiveness in the global market.

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Fostering Creativity in the Food and Beverage Industry

Additionally, the initiative seeks to promote innovation within the food and beverage industry. By encouraging creativity and new ideas, Thailand aims to boost its global competitiveness in culinary arts.

Economic Impact and Future Goals

Generating Jobs and Economic Growth

Minister of Industry Akanat Promphan highlighted that this soft power initiative could generate significant economic value across various sectors, including food, film, fashion, and tourism. By positioning Thai cuisine as a cultural asset, the government aims to create sustainable job opportunities for its citizens.

  • Operational Plan for 2024-2027: The operational plan includes collaboration between government entities, private sectors, and civil society to build a robust ecosystem for Thailand’s food industry.

Strengthening Thailand’s Global Culinary Reputation

Through this ambitious soft power initiative, Thailand is not only aiming to enhance its global reputation as a culinary powerhouse but also ensuring that opportunities are available for all levels of society. By combining tradition with innovation, the government is committed to transforming its vibrant food culture into a cornerstone of international influence while fostering economic growth and job creation.

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Chinese Students in Thailand: An Opportunity for Growth

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Introduction to the Debate

Background on Concerns

Concerns have been raised about the increasing number of Chinese students in Thailand, with some fearing that these students might compete with Thai graduates for jobs. However, academics have dismissed these concerns, arguing that Chinese students can actually help fill skill gaps in the Thai workforce.

Economic and Educational Benefits

The influx of Chinese students is largely driven by the lower cost of living and education in Thailand compared to other countries. This has attracted significant investment from Chinese businesses, which has helped expand educational opportunities in Thailand. Despite some concerns about the quality of education and potential biases in recruitment, many see this as an opportunity for Thailand to strengthen its education sector.

The Role of Chinese Students in Thailand’s Economy

Addressing Skill Shortages

Academics argue that Chinese students can serve as a bridge between the Thai and Chinese job markets, rather than posing a threat to Thai employment prospects. With only about 22% of Thailand’s workforce holding university degrees, there is a clear need for more skilled workers, which Chinese graduates can help fulfill.

Cultural and Economic Exchange

Moreover, Thai students studying in China can similarly benefit from job opportunities in Thai companies operating in China. This mutual exchange can enhance cultural understanding and economic cooperation between the two countries. Additionally, the presence of Chinese students can boost Thailand’s tourism industry by encouraging more visitors from China.

Addressing Concerns and Challenges

Regulation and Quality Assurance

Some concerns have been raised about the quality of education at institutions with significant Chinese investment. There are fears that these institutions might prioritize profit over educational quality or focus on recruiting Chinese students over local ones. However, regulatory bodies in Thailand are tasked with ensuring that private universities maintain high standards.

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Diversification and Integration

To maximize the benefits of having Chinese students, there is a need to diversify the student body and integrate international students into the curriculum. This can enrich the learning experience for all students and help Thailand achieve its goal of becoming a regional education hub. By focusing on quality education and cultural exchange, Thailand can leverage the presence of Chinese students to strengthen its economy and education system.

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Thailand’s Prime Minister Paetongtarn Shinawatra Takes Steps to Manage Assets

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Thailand’s Prime Minister Paetongtarn Shinawatra has taken significant steps to manage her extensive business holdings, reflecting her commitment to transparency and compliance with Thai laws. This move involves transferring shares in several companies to asset management firms.

Asset Management and Compliance

Ensuring Transparency in Business Holdings

Paetongtarn has appointed Kiatnakin Phatra Asset Management Co. Ltd. to manage stocks in at least 12 firms. This decision aligns with the Public Ministerial Shares and Stocks Management Act, 2000, which requires ministers to transfer shares exceeding 5% of a company’s registered capital to asset management companies. This move ensures that her business interests do not conflict with her political role.

Strategic Asset Realignment

Managing Shareholdings Across Multiple Companies

In addition to Kiatnakin Phatra, Paetongtarn has also transferred shares to other entities. For instance, shares in SC Asset Corporation, where she holds a significant stake, have been partially transferred to Land and House Asset Management Co. Ltd. and Kiatnakin Phatra. This strategic realignment of her assets underscores her efforts to comply with legal requirements while maintaining her family’s business legacy.

Economic and Political Implications

Balancing Business and Politics

Paetongtarn’s actions are part of a broader strategy to navigate the complexities of Thai politics and business. As the daughter of former Prime Minister Thaksin Shinawatra, she faces both challenges and opportunities in her political career. Her ability to manage her business interests effectively will be crucial in maintaining public trust and ensuring the stability of her administration.

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Innovative Collaborations in Thai Restaurant Marketing

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Creative Partnerships

Strategic Marketing Moves

Thailand’s restaurant marketing scene continues to thrive with innovative collaborations, as seen in the recent partnership between Grab and Bar B Q Plaza. This alliance highlights the creative strategies employed by Thai restaurants to stay ahead in the competitive market. By combining forces, these brands aim to enhance customer experiences and expand their reach through engaging marketing initiatives.

Effective Branding

Engaging Content Creation

The collaboration between Grab and Bar B Q Plaza showcases how strategic partnerships can elevate brand visibility. Bar B Q Plaza, known for its engaging content and mascot, Bar B GON, has successfully transformed its brand into a cultural phenomenon. This approach emphasizes the importance of storytelling and emotional connection in restaurant marketing, allowing brands to resonate with a broader audience.

Digital Marketing Strategies

Leveraging Technology

In today’s digital age, Thai restaurants are leveraging technology to create immersive experiences. Platforms like social media and online ordering services are crucial for reaching a wider audience. By integrating these tools into their marketing strategies, restaurants can increase brand awareness and drive sales. The Grab x Bar B Q Plaza collaboration exemplifies how technology can be used to enhance customer engagement and loyalty.

Adapting to Consumer Preferences

Thailand’s restaurant market is evolving rapidly, with consumers increasingly seeking unique dining experiences. Restaurants must adapt to these trends by offering innovative dishes, engaging storytelling, and personalized services. The partnership between Grab and Bar B Q Plaza demonstrates how brands can capitalize on these trends by creating memorable experiences that appeal to diverse consumer preferences.

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