Asia's Taste Awaits: ThaiFex-Anuga Aims for Asian Flavor Dominance
Thai cuisine is being spotlighted at the ongoing Thaifex-Anuga Asia event, which commenced on Tuesday with the objective of showcasing authentic Thai dishes to the global community.
For the past three and a half decades, Thai-Choice, a leading exporter of ready-to-eat and ready-to-cook Thai meals and ingredients, has been spreading Thai flavors to over 60 countries worldwide. Considering themselves a cultural emissary of authentic Thai tastes, they recognize the need to introduce lesser-known dishes to a broader audience.
According to the managing director of Thai-Choice, Prao Vajarabhaya, there is a strong demand for more communication to make Thai cuisine more accessible, especially in regions less familiar with Thai food, such as parts of Africa. Thaifex-Anuga Asia, being one of Asia's biggest food and beverage (F&B) events, offers an ideal platform for this purpose. It attracts industry leaders and suppliers eager to expand their business reach, making it a significant stepping stone for the international recognition of Thai food products[1][3].
Meanwhile, Thai-Choice's president, Srichanok Wattanasri Wright, emphasized the importance of adhering to global food trends to increase the visibility and accessibility of Thai cuisine. This includes embracing veganism, sustainability, environmentally friendly packaging, functional food, inventive food, and transparent labeling to appease the demands of global consumers and stay relevant in a rapidly evolving market[1].
However, authenticity remains the foremost priority, with Wright stressing the importance of staying true to traditional Thai dishes when expanding abroad. Although some may find certain dishes challenging, she believes these culinary differences can foster cultural exchange and promote understanding among nations[4].
As part of broader cultural diplomacy efforts, Thai cuisine is being promoted as a means to enhance the country's global standing. This includes events such as the Thai SELECT Royal Gala, designed to elevate the authenticity and prestige of Thai cuisine[4]. In addition, the Thai government is working towards ensuring a global availability of Thai ingredients and supporting the establishment of Muay Thai gyms, indirectly driving interest in Thai culture and cuisine[2].
Through initiatives like Thaifex-Anuga Asia and the efforts of companies like Thai-Choice, combined with broader cultural diplomacy efforts and the government's support, the international community can anticipate a greater exposure to the diverse and rich offerings of Thai cuisine.
- As Thai-Choice expands Thai flavors to over 60 countries, there is a growing need to introduce lesser-known Thai dishes to a broader audience, making global-cuisines more inclusive.
- In an effort to increase the visibility and accessibility of Thai cuisine, Thai-Choice emphasizes adhering to global food trends, such as embracing veganism, sustainability, and transparent labeling, to appeal to fashion-and-beauty-conscious consumers.
- With authenticity as the foremost priority, Thai-Choice and the Thai government promote Thai cuisine as a means to enhance the country's global standing, facilitating travel to parts of the world less familiar with Thai food, thereby fostering cultural exchange and promoting understanding among nations.
