TAT showcases Thai Pop Culture at Thai Festival Tokyo 2026

During May 9 to May 10, 2026, the Tourism Authority of Thailand (TAT), the Ministry of Foreign Affairs, and partner organizations participated in the 26th edition of Thai Festival Tokyo 2026 under the theme, “Amazing Thailand: Thai Pop Culture Move”, at Yoyogi (โยโยงิ) Park, Tokyo, Japan. On this occasion, TAT presented Thailand’s charm through the concept of "Thai Pop Culture Playground," showcasing Thai Soft Power via contemporary culture, art, music, Muay Thai, crafts, food, and creative lifestyles.

TAT had collaborated with Mean Lee, a Thai illustrator, to design Thailand’s booth and key visual which represented the country from a fresh perspective. The space was designed in the form of "SOI (ซอย/alley)" divided into five activity zones—SOI 1: TAT Experience Hub & Partner Zone served as the information center on Thai tourism in collaboration with airline partners, SOI 2: Thai Craft & Textile Workshop by JUTATIP, SOI 3: Thai Pop Culture Playground by TOMATO TWINS, SOI 4: Siam Si Experience where participants can try out Thai fortune sticks from famous temples in Thailand, and SOI 5: Muay Thai Experience by LONGNUAMBOYZ. For this year’s main stage, it was decorated under the theme "Rot Hae Thai (Music Truck)," representing T-POP performances and Thai cultural shows.

This year’s Thai Festival Tokyo marks a significant milestone for TAT in pushing Thailand to become a Global Cultural Destination through Soft Power and the creative economy. TAT expects a target of attracting 1.2 million Japanese travelers to Thailand by 2026 while also expanding global market opportunities.