Thailand launched the 11th Sawasdee Seoul Thai Festival, one of the most popular Thai festivals in East Asia, to showcase the country’s cultural assets as part of efforts to advance economic and cultural diplomacy on the global stage. This year’s Festival took place from 20-21 June 2026 in Seoul under the theme “Creative Life and Creative Heartbeat,” reflecting ideas and experiences through the contemporary cultures and lifestyles of Thailand and Korea.

Festival activities included exhibitions showcasing Thailand’s creative industries, cultural performances, traditional Thai dance, Muaythai demonstrations, parade, innovative startups, traditional Thai dress, concerts, and fan-meeting activities featuring leading Thai artists and actors. The festival supported Thailand’s nation-branding efforts by offering visitors firsthand experience of Thai culture while creating opportunities for Thai products, services, and creative industries to expand from local to the global stage.

Officials stated that this year's the festival venue brought in over 100,000 visitors, reflecting the successful collaboration among Thai public and private agencies, together with Korean partner otganizations. This festival also helped promote Thailand’s soft power through close relationship and strong people-to-people ties between Thailand and Korea, which in turn boosted Thai tourism industry by encouraging more Korean travelers to vist Thailand in the future.