Tuesday, July 1, 2025
The Tourism Authority of Thailand (TAT) delivered a spectacular showcase of Thailand’s Soft Power through a captivating blend of its rich cultural heritage, artistic creativity, and renowned hospitality at the Amazing Thailand Saneh Thai Gala Night. Held at the prestigious Dusit Thani Hotel in Bangkok, the event unfolded under the enchanting theme “Myth of Siam – A Gala of Timeless Wonder,” emphasizing the essence of Thai culture while placing the country firmly at the center of global tourism.
As part of the Amazing Thailand Grand Tourism and Sports Year 2025, the gala served as a powerful testament to the nation’s growing appeal as a world-class tourism destination. The event successfully demonstrated Thailand’s confidence and commitment to not only maintaining its global status but elevating it with a unique and immersive cultural experience. This spectacular evening illustrated the country’s ability to weave together history, culture, and innovation, creating a seamless representation of Thailand’s Soft Power.
Mr. Sorawong Thienthong, Minister of Tourism and Sports, described the gala as a powerful stage for celebrating Thai culture and reigniting global travel interest. “This event highlighted the many dimensions of Thai charm and strengthened international confidence in our safety, readiness, and hospitality. It marks a bold step forward in our mission to position Thailand as a premier global Tourism Hub.”
A Night of Elegance and Cultural Splendor
The gala was attended by a distinguished array of dignitaries and influential individuals, each adding to the evening’s prestige. Among those present were Ms. Theerarat Samrejvanich, Deputy Minister of Interior; Ms. Marisa Sukosol Nunbhakdi, Chair of the Soft Power in Tourism Subcommittee; Ms. Mayuree Chaipromprasith, Member of the Festival Industry Promotion Subcommittee; and Mr. Sermkhun Kunawong, Member of the Arts Industry Promotion Subcommittee. The event also drew diplomatic representatives from various countries, highlighting the global importance of the occasion.
Additionally, celebrities and influencers from TAT’s Be My Guest campaign played a crucial role in adding star power to the event. The attendees included actors such as Bie Thassapak Chee, Nutt Nisamanee, and Yoshi Rinrada, athletes like Buakaw Banchamek and Popor Sapsiree, and influencers like Alek Teeradetch, Pong Nawat, and Jenny Panan. Their presence further amplified the global reach of the event, helping to bring the timeless charm of Siam to a broader international audience.
Cultural and Artistic Showcases
The evening unfolded with a vibrant display of Thailand’s artistic and cultural richness. The highlight of the gala was a mesmerizing performance of Hun Lakhon Lek, a traditional Thai puppet show based on the Ramakien epic, which captivated guests with its intricacy and artistry. The puppetry performance beautifully represented Thailand’s deep-rooted cultural traditions, setting the tone for the rest of the evening.
Following this, the cultural performances showcased the diversity and vibrancy of Thailand’s five regions, from the mountainous North to the tropical South. These performances celebrated local music, dance, and traditions, creating a rich tapestry of cultural expression. The evening’s entertainment also included a high-energy performance by T-POP sensation 4EVE, a group that had just made its international debut at the Head In The Clouds festival in Los Angeles. The combination of traditional and contemporary performances left a lasting impression on guests, reflecting the fusion of old and new that defines modern Thailand.
A Culinary Journey Through Thailand’s Flavors
TAT’s Amazing Experience was a true highlight of the evening, offering an unforgettable culinary journey that demonstrated the country’s gastronomic diversity. Top chefs transformed locally sourced ingredients into artful creations that showcased the best of Thai cuisine. Guests were treated to a range of dishes, from the delicately flavored shimeji mushroom larb to the bold and flavorful wild vegetable and red ant egg salad. Other standout dishes included Hokkaido scallops with Southern Thai Khaolae sauce, braised Wagyu cheek in curry, and Andaman red snapper with jaew sauce. The evening concluded with an array of traditional desserts, such as Kanom Ta-Pae and Kanom La with Khao Mak ice cream, offering a sweet ending to a rich and flavorful experience.
Showcasing Thailand’s Craftsmanship and Heritage
The Showcase Zone was a central feature of the evening, bringing the concept of “5 Must Do in Thailand” to life. Guests had the chance to sample a Som Chun-inspired Thai Fine Drink, which celebrated the distinctive flavors of the country’s beverages. They also engaged in creating royal-style garlands, an activity that reflected the country’s long history of craftsmanship and artistry. Guests explored premium handicrafts, interacted with travel exhibits, and experienced live performances that blended Thailand’s rich traditions with a modern flair.
The highlight of the Showcase Zone was the “Thailand in the Box” experience, where attendees were gifted with carefully curated items representing the country’s five regions. These included a woven palm fan from the South, pha khao ma from the Central region, Thai silverware from the North, a khit pillow from the Northeast, and a granite mortar from the East. Each item symbolized the diverse charm and craftsmanship that make Thailand a unique destination, both culturally and geographically.
A Bright Future for Thailand’s Tourism
The Amazing Thailand Saneh Thai Gala Night was a resounding success, effectively showcasing Thailand’s Soft Power to the world. It celebrated the country’s rich cultural traditions while also highlighting its capacity for innovation in the tourism and hospitality sectors. The event highlighted Thailand’s commitment to positioning itself as a leading global tourism destination and a cultural hub in Southeast Asia. By blending tradition with modernity, Thailand continues to captivate the hearts of travelers worldwide, reaffirming its status as a premier destination for both leisure and cultural exploration.
Through such dynamic events, the Tourism Authority of Thailand has ensured that the “Myth of Siam” continues to thrive, drawing global attention and admiration to the country’s unique blend of timeless wonders and contemporary flair. The Amazing Thailand Grand Tourism and Sports Year 2025 has undoubtedly set the stage for an exciting future for Thailand’s tourism industry, with the gala serving as a stunning introduction to what lies ahead.
Ms. Thapanee Kiatphaibool, TAT Governor, concluded that the gala beautifully told Thailand’s story through layers of culture, spirit, and mystique—playing on the word “Myth”, which echoes “Mit”, the Thai word for friend, to reflect the warmth of Thai hospitality. “We successfully projected Thailand’s Soft Power on the global stage through culture, art, and cuisine, while inspiring both first-time and returning visitors. The night affirmed our place as a destination of creativity, connection, and world-class appeal.”
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