Southeast Asia Information Port News (www.dnyxxg.com) – On March 5, 2026, the Tourism Authority of Thailand (TAT), in partnership with the Central Group, held the launch ceremony for the “Amazing Thailand Fest 2026” (meaning “the pure enjoyment of Thai cuisine”) at the iconic high-end department store KaDeWe in Berlin (Central Group’s flagship European business). As the first overseas stop of the “Thailand Food Festival World Tour,” this event will run for 13 days, from March 2nd to 14th, bringing together leading figures in the global tourism industry and building a platform for cultural exchange between China and Thailand through food.
The launch ceremony was held on the 6th floor of KaDeWe department store, with a captivating traditional Thai cultural performance that kicked off the event, creating a rich Thai ambiance. Ms. Natria Taweewong, Chairperson of the Board of Directors of the Tourism Authority of Thailand (TAT), Ms. Thapane Kiatpaipur, Governor of the TAT, along with members of the TAT Board of Directors, senior management, and the senior management team of Central Group, attended the ceremony to witness the launch of this international culinary and cultural event.
As one of Europe's most prestigious luxury department stores and a high-end lifestyle destination, KaDeWe Department Store fully supported the event: a giant themed banner was hung on the central facade, and 10 meticulously designed themed windows were set up along the main street, showcasing the diverse charm of Thai cuisine to German and international audiences from all angles. The event centers on the culinary traditions of Thailand's five major regions, cleverly integrating iconic Thai landmarks, beautiful scenery, and architectural aesthetics, while highlighting the international advantages of Thai wellness tourism and the cultural vitality of Songkran (Thai New Year), achieving a deep integration of "food + tourism + culture."
The event received a positive response from the Thai private sector, with Thai Privilege Card and the local sustainable development brand Good Goods (rooted in Thai wisdom, using contemporary design to support community sustainability) becoming official partners, enriching the event's content. During the opening event from March 5th to 7th, KaDeWe Department Store's 6th floor will host a series of exciting cultural performances and live Thai cooking demonstrations. Visitors can immerse themselves in authentic Thai flavors, gain a deeper understanding of the origins of Thai culinary culture, and receive customized travel information, inspiring their travel plans to Thailand through culinary experiences.
The Tourism Authority of Thailand stated that this event, integrating consumer interaction, business resource matching, and targeted promotion, is a crucial component of Thailand's international marketing strategy. It aims to accurately capture the growing global demand for food tourism and strengthen the competitiveness of the Thai tourism brand. As the first overseas stop of its world tour, following the Berlin event, the "Amazing Thai Food Festival" will successively land in more key international markets, continuously enhancing global awareness of Thai cuisine, promoting food tourism as a strategic pillar for Thai brand differentiation and sustainable development, and further consolidating Thailand's core position as a world-class destination for cultural experiences, wellness retreats, and in-depth travel.
