‘Amazing Thailand Saneh Thai Gala Night’ Showcases Thailand’s Soft Power in Global Tourism - Get updated on what's happening in tourism!

Hosted by the Tourism Authority of Thailand (TAT) at Bangkok’s Dusit Thani Hotel on 1 July 2025, the event was a centrepiece of the Amazing Thailand Grand Tourism and Sports Year 2025.

Combining cultural richness, artistic creativity, and genuine hospitality, the gala highlighted Thailand’s commitment to soft power diplomacy through tourism.

Thailand’s Minister of Tourism and Sports, Mr. Sorawong Thienthong, described the event as a landmark occasion to reaffirm Thailand’s position on the global stage: “This gala showcased the multifaceted charm of Thai culture and demonstrated our readiness, safety, and hospitality. It represents a significant step forward in our journey to becoming a premier international tourism hub.”

The gala welcomed high-level dignitaries, including Ms. Theerarat Samrejvanich (Deputy Minister of Interior), Ms. Marisa Sukosol Nunbhakdi (Chair of the Subcommittee on Soft Power in Tourism), Ms. Mayuree Chaipromprasith (Festival Industry Promotion Subcommittee), and Mr. Sermkhun Kunawong (Arts Industry Promotion Subcommittee). Diplomats from across the globe were also in attendance.

Prominent personalities from TAT’s “Be My Guest” campaign graced the event, such as actors Bie Thassapak Chee, Nutt Nisamanee, and Yoshi Rinrada; martial arts icon Buakaw Banchamek; badminton champion Popor Sapsiree; and influencers Alek Teeradetch, Pong Nawat, and Jenny Panan. Together, they helped present a fresh and accessible vision of Siam to a worldwide audience.

The evening’s performances blended tradition with innovation. Highlights included the captivating Hun Lakhon Lek puppet theatre based on the Ramakien epic and colourful cultural presentations from Thailand’s five regions. The show concluded with an energetic performance by T-POP group 4EVE, recently seen at Head In The Clouds in Los Angeles.

Guests were treated to an Amazing Experience culinary journey, with leading Thai chefs transforming local ingredients into gourmet creations. Standout dishes included shimeji mushroom larb, red ant egg and wild herb salad, Hokkaido scallops with southern-style Khaolae sauce, braised Wagyu cheek in curry, Andaman red snapper with jaew sauce, and traditional desserts such as Kanom Ta-Pae and Kanom La served with fermented rice ice cream.

The Showcase Zone invited guests to experience the “5 Must Do in Thailand,” featuring a Thai fine drink inspired by Som Chun, royal-style garland making, premium handicrafts, immersive travel displays, and performances combining heritage and modern flair.

The evening concluded with a symbolic gift: “Thailand in the Box” – a curated set representing each region’s cultural treasures. The collection included a woven palm fan from the South, pha khao ma cloth from the Central region, Thai silverware from the North, a traditional khit pillow from the Northeast, and a granite mortar from the East.

TAT Governor Ms. Thapanee Kiatphaibool reflected on the gala as a celebration of Thailand’s layered identity, noting that the word “Myth” resonates with “Mit”, the Thai word for “friend.” “This event shared the spirit and mystique of Thailand with the world,” she said. “Through culture, cuisine, and creativity, we inspired global travellers and affirmed our position as a destination that connects hearts and imaginations alike.”

Image Credit: © TAT