Commerce Ministry Elevates Thai Premium Rice and Agricultural Ingredients through Global Culinary Experience Model

The Ministry of Commerce is advancing a strategic initiative to elevate Thai premium rice and high-quality agricultural ingredients onto the global stage through the “Local Ingredients World Class Experiences” model. The policy-driven approach integrates agricultural products with the food, tourism, and aviation sectors to enhance value creation, expand international market access, and generate sustainable income for farmers. By positioning local agricultural produce as part of a world-class culinary experience, the initiative reinforces the government’s role in transforming Thailand’s agricultural strengths into competitive economic assets.

Through coordinated efforts led by the Department of Internal Trade, the initiative connects certified and distinctive agricultural ingredients with national-level culinary platforms and airline service channels, enabling Thai products to reach both domestic and international consumers in practical and high-visibility settings. The development of curated menus using Thai agricultural produce across in-flight services and premium lounges enhances product recognition while embedding Thai food identity within the travel experience. This approach supports the government’s broader policy of using food and culture as key drivers of Thailand’s soft power, promoting national identity through taste, craftsmanship, and storytelling.

The Ministry of Commerce views this model as a scalable public–private collaboration that strengthens the agricultural value chain from production to consumption. By combining creativity, modern marketing, and logistics networks with Thailand’s diverse agricultural resources, the initiative contributes to economic resilience at the grassroots level while reinforcing Thailand’s image as a global culinary destination. The “Local Ingredients World Class Experiences” framework is expected to serve as a long-term policy instrument for expanding agricultural exports, enhancing farmer income stability, and projecting Thai soft power through globally accessible food experiences.