Power Showcase: “Amazing Thailand Saneh Thai Gala Night” Boosts Global Tourism Soft Power for 70+ Nations

Amazing Thailand Saneh Thai Gala Night Highlights Thailand’s Tourism Soft Power

The Tourism Authority of Thailand (TAT) hosted the Amazing Thailand Saneh Thai Gala Night at Dusit Thani Hotel in Bangkok, under the theme “Myth of Siam – A Gala of Timeless Wonder.” The event showcased Thailand’s culture, creativity, and hospitality as part of the Amazing Thailand Grand Tourism and Sports Year 2025.

The evening served as a platform to present Thailand’s soft power and promote the country as a capable and confident tourism destination.

Key Guests and Highlights

The gala was attended by senior officials, including:

• Mr. Sorawong Thienthong, Minister of Tourism and Sports

• Ms. Theerarat Samrejvanich, Deputy Minister of Interior

• Ms. Marisa Sukosol Nunbhakdi, Chair of the Tourism Soft Power Subcommittee

• Ms. Mayuree Chaipromprasith and Mr. Sermkhun Kunawong, industry promotion subcommittee members

• Diplomats and cultural representatives from various countries

Mr. Sorawong noted that the event emphasized Thailand’s cultural identity and readiness to welcome international travellers. He called it an essential step toward positioning Thailand as a regional tourism hub.

Cultural Performances and Influencer Participation

The evening included:

• A traditional Hun Lakhon Lek puppet performance from the Ramakien epic

• Regional showcases from Thailand’s five cultural zones

• A live performance by the T-POP group 4EVE, recently featured in Los Angeles

Celebrity guests and campaign ambassadors included Bie Thassapak Chee, Nutt Nisamanee, Yoshi Rinrada, Buakaw Banchamek, Popor Sapsiree, Alek Teeradetch, Pong Nawat, and Jenny Panan—all part of TAT’s Be My Guest initiative.

Culinary and Cultural Experiences

Guests enjoyed a curated dining experience crafted by Thai chefs, featuring locally sourced ingredients.

The menu featured:

• Shimeji mushroom larb

• Red ant egg salad

• Hokkaido scallops with Southern sauce

• Braised Wagyu cheek curry

• Red snapper with jaew sauce

• Traditional desserts like Kanom Ta-Pae and Khao Mak ice cream

In the Showcase Zone, attendees explored five Thai lifestyle activities:

1. Tasting a Thai-inspired Som Chun drink

2. Making traditional garlands

3. Viewing local crafts

4. Interacting with travel exhibits

5. Watching performances blending old and new styles

Closing Symbolism

The night concluded with the “Thailand in the Box” gift set, featuring handcrafted items from all five regions: a palm fan (South), a pha khao ma (Central), silverware (North), a khit pillow (Northeast), and a granite mortar (East).

Ms. Thapanee Kiatphaibool, TAT Governor, said the gala expressed Thailand’s cultural depth and warm hospitality. She explained that the theme “Myth” reflects both mystery and friendship, aligning with the Thai word “Mit” (friend). The event supported Thailand’s aim to engage international travellers through culture, art, and cuisine.