Special Representative of the Minister of Foreign Affairs chairs a Focus Group discussion on the sidelines of the 2026 Sawasdee Seoul Thai Festival

Special Representative of the Minister of Foreign Affairs chairs a Focus Group discussion on the sidelines of the 2026 Sawasdee Seoul Thai Festival

On 22 June 2026, H.E. Mr. Theerakul Niyom, Special Representative of the Minister of Foreign Affairs, chaired a Focus Group discussion with Team Thailand in Seoul and representatives of the Thai community in the Republic of Korea to discuss ways to strengthen Thailand's image and popularity in the Republic of Korea. The meeting was held during his visit to Korea to participate in the Sawasdee Seoul Thai Festival 2026. Participants included H.E. Mr. Tanee Sangrat, Ambassador of Thailand to the Republic of Korea, Mr. Panidone Pachimsawat, Deputy Director-General of the Department of Information, representatives of Team Thailand agencies and the Thai community, as well as officials from the Royal Thai Embassy in Seoul and the Department of Information.

The Special Representative conveyed policy direction and underscored the important role of Team Thailand and Thai community networks in promoting Thailand's image and popularity. He emphasized showcasing both Thailand's traditional strengths-such as Thai cuisine, cultural heritage, and national identity-and contemporary dynamism through innovation and creative industries in order to broaden outreach and engage new audiences.
The discussions also focused on future approaches and initiatives to further enhance Thailand's image and popularity by leveraging the strong people-to-people ties and positive perceptions of Thailand among the Korean public as a foundation for expanding opportunities in trade, investment, tourism, and cooperation in emerging sectors.

Thailand's popularity in the Republic of Korea is rooted in strong people-to-people relations, as reflected by the fact that more than 1.5 million Korean visitors travelling to Thailand, ranking fifth among all international arrivals.