The Tourism Authority of Thailand (TAT) successfully showed off Thailand’s Soft Power to the world through a seamless blend of cultural richness, artistic creativity, and heartfelt hospitality at the Amazing Thailand Saneh Thai Gala Night.
The event was held on the evening of Monday, 30th June, at the Dusit Thani Hotel, Bangkok, and centred around the theme Myth of Siam: A Gala of Timeless Wonder.
TAT governor Thapanee Kiatphaibool declared that the gala beautifully told Thailand’s story through layers of culture, spirit, and mystique, playing on the word “Myth”, which echoes “Mit”, the Thai word for friend, to reflect the warmth of Thai hospitality.
She said: “We successfully projected Thailand’s Soft Power on the global stage through culture, art, and cuisine, while inspiring both first-time and returning visitors. The night affirmed our place as a destination of creativity, connection, and world-class appeal.”
A milestone event
As a key highlight of the Amazing Thailand Grand Tourism and Sports Year 2025, the spectacular event demonstrated the country’s capability and confidence in reaffirming its status as a world-class tourism destination.
Thai minister of tourism and sports Sorawong Thienthong described the gala as a powerful stage for celebrating Thai culture and reigniting global travel interest.
Thienthong said of the gala: “This event highlighted the many dimensions of Thai charm and strengthened international confidence in our safety, readiness, and hospitality. It marks a bold step forward in our mission to position Thailand as a premier global Tourism Hub.”
Who was who at the gala
The gala welcomed dignitaries including deputy minister of the interior Theerarat Samrejvanich; Marisa Sukosol Nunbhakdi, chair of the Subcommittee on Soft Power in Tourism;. Mayuree Chaipromprasith of the Festival Industry Promotion Subcommittee; and Sermkhun Kunawong of the Arts Industry Promotion Subcommittee, along with diplomatic representatives from around the world.
Also in attendance were key figures from TAT’s Be My Guest campaign, including actors and creators such as Bie Thassapak Chee, Nutt Nisamanee, and Yoshi Rinrada; athletes like Buakaw Banchamek and Popor Sapsiree; and influencers Alek Teeradetch, Pong Nawat, and Jenny Panan.
These luminaries have been instrumental in bringing the timeless charm of Siam to a global audience.
The evening dazzled with a blend of heritage and innovation. Guests enjoyed a mesmerising Hun Lakhon Lek puppet performance from the Ramakien epic and vibrant cultural showcases representing Thailand’s five regions, followed by a high-energy performance by T-POP sensation 4EVE, fresh from their international debut at Head In The Clouds in Los Angeles.
TAT’s Amazing Experience delivered a standout fine dining journey, where top chefs transformed local ingredients into culinary art.
Highlights included shimeji mushroom larb, wild vegetable and red ant egg salad, Hokkaido scallops with Southern Thai Khaolae sauce, braised Wagyu cheek in curry, and Andaman red snapper with jaew sauce, ending with traditional desserts like Kanom Ta-Pae and Kanom La with Khao Mak ice cream.
Beyond the stage and table, the Showcase Zone brought the concept of “5 Must Do in Thailand” to life. Guests sampled a Som Chun-inspired Thai Fine Drink, crafted royal-style garlands, explored premium handicrafts, immersed in interactive travel exhibits, and enjoyed performances blending tradition with contemporary flair.
The evening concluded with Thailand in the Box: a curated gift set featuring handcrafted items from all five regions: a woven palm fan from the South, pha khao ma from the Central region, Thai silverware from the North, a khit pillow from the Northeast, and a granite mortar from the East, each a symbol of Thailand’s regional charm and craftsmanship.
