Hat Yai University, in collaboration with the Thailand Gastronomy Network (TGN) and its partners, has launched the "HUG - Hat Yai University Gastronomy Lab," the first ever Innovation and Design center of Gastronomy Tourism in Thailand. The lab will be under the Reinventing University development framework, aiming to elevate local food culture and promote Songkhla province as a Gastronomy Tourism hub in the ASEAN region.

At the launch event, President of TGN and co-founder of HUG, Assoc. Prof. Dr. Jutamas Wisansing, highlighted on the "Honey Tasting Experience" initiative. This initiative brought Stingless Bee Honey from Songkhla to improve upon its flavor identity through the Sensory Design process, transforming research into economic opportunities. The purpose is to uplift Songkhla’s high-value tourism experience and strengthen its potential as a UNESCO Creative City of Gastronomy.

HUG will be one of the key mechanisms in developing the southern region’s creative economy by combining knowledge in culture, food, tourism, and innovation. TGN also strives to advance Songkhla as a Global Gastronomy Tourism destination in the future. Those who are interested can check out the Facebook page—HUG Hatyai University Gastronomy Lab for more detailed updates and additional activities.