Exhibiting at Thaifex - Anuga Asia 2025

Thai SELECT is a prestigious global certification program administered by the Department of International Trade Promotion (DITP) under the Ministry of Commerce, Thailand. The program recognizes and promotes authentic Thai cuisine and food products worldwide, ensuring that consumers experience genuine Thai flavors whether dining in restaurants or purchasing packaged foods.

Mission and Program Overview

Launched in 1999, Thai SELECT aims to:

• Certify restaurants and food products that meet the highest standards of Thai culinary authenticity.
• Promote the export of Thai cuisine, culture, and culinary craftsmanship globally.
• Support Thai food producers, chefs, and restaurateurs in maintaining quality and consistency overseas.

Thai SELECT operates through a tiered recognition system that evaluates taste, service, décor, hygiene, and ingredient authenticity:

• Thai SELECT Premium (3-Star) – For restaurants offering premium Thai food with excellent service and atmosphere.
• Thai SELECT (2-Star) – For restaurants with high standards in food and hospitality, emphasizing traditional flavors.
• Thai SELECT Casual (1-Star) – For fast-casual establishments offering authentic Thai dishes with efficient service.
• Thai SELECT Product Certification – For manufacturers of Thai ready-to-eat, ready-to-cook, and frozen food products maintaining authentic taste profiles.

Global Footprint and Impact

• As of 2024, over 1,500 restaurants across 28 countries have been certified under the Thai SELECT program.
• Certified outlets are located in major cities such as:
  • New York, Los Angeles, London, Tokyo, Paris, Dubai, and Sydney
• In the U.S. alone, more than 320 Thai restaurants hold active Thai SELECT certification.
• Over 200 Thai food brands carry the Thai SELECT mark on their packaged products available in supermarkets across North America, Europe, and Asia.

Economic and Cultural Significance

• The Thai food service sector abroad, supported by Thai SELECT branding, contributes an estimated USD 2.1 billion annually in soft power exports.
• Packaged Thai food exports bearing the Thai SELECT certification grew by 18.7% year-on-year in 2023, reflecting strong international demand.
• Thai SELECT has significantly contributed to raising global recognition of Thailand’s culinary heritage and reinforcing its identity as the “Kitchen of the World.”

Certification and Evaluation Process

• Applications are vetted through a rigorous inspection process managed by DITP in collaboration with Thai embassies and certified culinary evaluators.
• Key evaluation criteria include:
  • Authenticity of ingredients
  • Traditional preparation methods
  • Taste and presentation
  • Hygiene and safety standards
  • Service and cultural representation

Strategic Partnerships and Marketing Campaigns

• Thai SELECT collaborates with tourism and cultural diplomacy arms such as:
  • Tourism Authority of Thailand (TAT)
  • Royal Thai Embassies and Consulates
• Joint campaigns like “Savor Thai Flavor” and “Thai SELECT USA Roadshow” promote certified restaurants through cooking demonstrations, food festivals, and digital storytelling.
• Social media and influencer marketing through platforms like @ThaiSelectUSA on YouTube and Facebook have reached a combined audience of over 5 million views globally.

Digital Integration and Outreach

• ThaiSELECT.com offers a searchable database of certified restaurants and products with geolocation tools and consumer reviews.
• Virtual promotion initiatives include:
  • Thai SELECT Virtual Restaurant Week
  • Online Cooking Classes with Thai Chefs
• E-commerce partnerships with Amazon, Walmart, Shopee, and Tmall for Thai SELECT products broaden global availability.

Benefits to Stakeholders

• For Restaurants: Certification offers international prestige, access to promotional support, and consumer trust.
• For Manufacturers: Branding differentiation in retail environments, export facilitation, and government endorsement.
• For Consumers: Assurance of authenticity, quality, and value when choosing Thai food products or establishments.

Recognition and Awards

• Thai SELECT is endorsed by the World Association of Chefs’ Societies (WACS) for culinary authenticity.
• Winner of the Asia-Pacific Trade Promotion Award for cultural branding excellence.
• Recognized in culinary media such as Michelin Guide Thailand and Food & Wine Magazine as a trusted symbol for Thai cuisine abroad.

Conclusion

Thai SELECT stands as a symbol of Thailand’s culinary integrity and soft power diplomacy. Through its robust certification system, global reach, and cultural advocacy, it not only enhances Thailand’s food exports but also deepens the appreciation of Thai culinary traditions on the international stage. As global demand for ethnic and authentic cuisine continues to grow, Thai SELECT ensures that Thai food retains its authenticity, quality, and prestige wherever it is served or sold.