One jewel in the crown of Thailand's well-known “soft power” is its cuisine, particularly among international foodies, who say, “No matter how far away it is, if it’s tasty, I’ll go.” So the Tourism Authority of Thailand (TAT) has a project called "THE MICHELIN EXPERIENCE @ ISAN Michelin in Isaan." The aim is to expand Thailand's soft power into high-value tourism and promote soft power in the sector of food or food tourism (gastronomy tourism). In the Michelin Guide 2023, the survey area has been enlarged to embrace four northeastern provinces, namely Ubon Ratchathani, Udon Thani, Khon Kaen, and Nakhon Ratchasima. 

      There are 33 restaurants that are rated with the “Bib Gourmand” in the Michelin Guide in these new provinces: nine in Nakhon Ratchasima, eleven in Khon Kaen, six in Ubon Ratchathani, and seven in Udon Thani province.

      The Bib Gourmand (signified by the head of the “Michelin Man”), although not a “star” rating, is still a mark of distinction.  The Michelin website lists other restaurants and eateries that its reviewers thought deserved a mention, so, obviously, it’s not only about the Stars and the Bibs – It’s about the food. You can see the full list for Thailand at https://guide.michelin.com/th/en/selection/thailand/restaurants.

      The opportunity for restaurant owners to add value – and even greater popularity – to Thai cuisine through the Michelin Guide Thailand initiative has generated up to 842.40 million baht from employment in more than 4,800 roles in related fields, including the ability to draw in renowned chefs, as more high-end restaurants are being established in Thailand.

      In 2022, Kinetics Consulting Co., Ltd., found that 98% of foreigners who have eaten at a Michelin Guide restaurant will recommend it to others, and 94% who have eaten at a Michelin Guide restaurant are interested in trying other Michelin restaurants in Thailand.