In the early 2000s, the Thai government initiated a groundbreaking strategy known as the Global Thai Program, aiming to leverage its rich culinary heritage as a form of cultural diplomacy. This initiative sought to increase the number of Thai restaurants worldwide, thereby promoting cultural understanding and boosting tourism. By 2025, these efforts have led to the establishment of over 10,000 Thai restaurants in the United States alone, reflecting the program’s significant impact.
Central to this strategy is the concept of gastrodiplomacy, which involves using food as a means to win “hearts and minds” globally. Thailand’s approach included training and exporting chefs to share authentic Thai cuisine, ensuring that the culinary experience abroad remained true to its roots. This tactic has not only enhanced Thailand’s global image but has also inspired other countries, such as South Korea and Japan, to adopt similar strategies to promote their own cuisines.
The proliferation of Thai restaurants in the United States, however, predates the Global Thai Program. In the 1960s, Thai immigrants began establishing eateries in Los Angeles, laying the foundation for Thai cuisine’s presence in America. The 1980s saw a surge in popularity, partly due to Hollywood’s fascination with Thai culture. Over the past 15 years, the Thai-American population has doubled, contributing to a high restaurant-to-population ratio and further embedding Thai cuisine into the American culinary landscape.
To ensure the authenticity and quality of Thai food served internationally, the Thai government introduced the Thai SELECT certification. This certification is awarded to restaurants that meet specific criteria, such as offering a menu with at least 60% authentic Thai dishes and employing traditional cooking methods. The Thai SELECT program not only guarantees the quality of Thai cuisine abroad but also serves as a marketing tool to attract tourists and promote Thailand’s cultural heritage.
Thailand’s gastrodiplomacy efforts have yielded significant results. The global presence of Thai restaurants has tripled, and Thai dishes like Pad Thai, Tom Yum Goong, and Green Curry have become household names worldwide. This culinary expansion has not only boosted Thailand’s tourism industry but has also strengthened its cultural influence on the global stage.
In conclusion, Thailand’s strategic use of gastrodiplomacy through the Global Thai Program has effectively promoted its culture and cuisine worldwide. By increasing the number of Thai restaurants, training chefs, and ensuring authenticity through certifications like Thai SELECT, Thailand has successfully used food as a tool for cultural diplomacy, enhancing its global image and fostering international goodwill.
