Thailand Showcases Soft Power at Guangzhou Music Festival

International

TAT promotes “5 Must Do in Thailand” experiences during 50th anniversary of Thai–Chinese relations

The Tourism Authority of Thailand (TAT) highlighted Thailand’s cultural presence in China at the third “Very Thai Dien Feng Music Festival” in Guangzhou on 13–14 September 2025. Initiated by Thailand’s TCP Group, producer of Red Bull, the international festival attracted an estimated 60,000 visitors and demonstrated the role of creative industries in strengthening Thai–Chinese cultural ties.

Music, creativity and cultural exchange

The festival featured two main stages and performances by more than 19 leading artists from both countries. Under the theme “Very Thai. Very Viral. Red Bull Goes Big”, visitors experienced live music alongside drone shows, food and lifestyle zones, and cultural showcases celebrating diversity and modern creativity.

TAT Pavilion: “5 Must Do in Thailand”

TAT Guangzhou curated a pavilion presenting the “5 Must Do in Thailand” campaign, focusing on:

· Must Taste regional cuisine

· Must Try unique activities

· Must Buy traditional crafts and souvenirs

· Must Seek hidden destinations

· Must See cultural performances and landmarks

The pavilion also offered creative workshops such as recycled bag making and Thai herbal inhalers, highlighting sustainability and wellbeing. All activities were staged under the internationally recognised Amazing Thailand brand to inspire future travel.

Official statement

Mr. Nithee Seeprae, TAT Deputy Governor for Marketing Communications, said:

“This event shows how music and culture can bring people together across borders. By presenting Thailand’s ‘5 Must Do’ experiences here, we are honouring 50 years of Thai–Chinese friendship while inspiring travellers to discover Thailand through authentic, diverse and sustainable journeys.”

Part of a year-long celebration

The festival is one of several initiatives marking 50 years of diplomatic relations between Thailand and China. Other events in 2025 include Thai Fest in Beijing, which brought Thai culture to the Chinese capital, and the Red Bull Challenge in Inner Mongolia, promoting Thai sport and adventure tourism to over 4,000 students.

By aligning cultural diplomacy with tourism promotion, TAT is strengthening Thailand’s image as a destination of creativity, sustainability and meaningful travel.