A shared table of turmeric, galangal, lemongrass and chili will become the starting point for a cross-border cultural conversation when the inaugural World Kitchen of Spices: Thailand × Indonesia goes live on August 5, 2026.
Presented as part of Kitchen Club by the Thailand Gastronomy Network, the interactive program will explore how shared ingredients, including turmeric, galangal, lemongrass, aromatic rhizomes and chili, have developed distinct identities across Southern Thai and Indonesian cuisines.
Participants can cook alongside the chefs or watch the demonstrations and cultural discussion online.
The broadcast will originate from HUG – Hatyai University Gastronomy Lab in Songkhla, connecting chefs, researchers, tourism professionals, students, entrepreneurs and food lovers across Thailand, Indonesia and the wider international gastronomy community.
Led by Asst. Prof. Dr. Jutamas “Jan” Wisansing, Founder and President of the Thailand Gastronomy Network and Strategic Lead of HUG, the program will compare Southern Thai curry paste with Indonesia’s rempah and sambal traditions.
Rather than following the familiar recipe-first format of a cooking show, World Kitchen of Spices will examine how preparation techniques, local environments, trade, migration, beliefs and family memories shape the meaning of food.
“Thailand and Indonesia share centuries of culinary exchange through spices, trade and culture,” said Vita Datau, President of the Indonesia Gastronomy Network. “The World Kitchen of Spices opens a new platform for cultural diplomacy, learning and collaboration that celebrates our shared heritage while respecting our unique identities.”
The program will also mark the official launch of The Bold Flavor | ตามรสสงขลา, a new destination campaign jointly driven by the Tourism Authority of Thailand, the Thailand Gastronomy Network and HUG.
The campaign positions Songkhla as an emerging Asian gastronomy destination, inviting visitors to discover the province through its ingredients, communities, culinary traditions and creative food experiences.
Why this matters for destination development
The initiative builds on Songkhla’s THB 50.66 billion visitor economy in 2025, generated by 6,968,599 visitor trips (preliminary Ministry of Tourism and Sports data). In the first half of 2026, the province recorded THB 27.51 billion from 3,841,886 visitor trips; international visitors accounted for 52.5% and generated THB 15.09 billion.
From 47 prototype profiles, HUG will shortlist and refine 10–15 Signature Gastronomy Experiences with clearer propositions, pricing and tools that connect local hosts with buyers. The aim is to increase value per trip and retain more visitor spending among producers, farmers, chefs, craftspeople, community enterprises, cafés and cultural hosts.
At the heart of the initiative is a network of 47 Founding Gastronomy Experience Designers. The group includes chefs, farmers, artisans, producers, community enterprises, cafés, local businesses and cultural hosts who have completed the Thailand Gastronomy Network’s Gastronomy Experience Design program.
Their work forms The Bold Flavor Collection, featuring curated experiences ranging from lagoon and coastal food journeys to halal gastronomy, heritage cafés, traditional recipes, artisan products, community dining and local beverage culture.
Explore the 47 designer and prototype experience profiles: The Bold Flavor | Songkhla Experience Collection
“HUG is more than a laboratory; it is a living platform where research meets communities, creativity meets culture, and local knowledge becomes meaningful visitor experiences,” Dr. Jan said. “Through Kitchen Club, The Bold Flavor and our network of gastronomy experience designers, we aim to position Songkhla as a living classroom and international meeting place for gastronomy innovation, where local flavors inspire global conversations.”
Developed by Hatyai University in partnership with the Thailand Gastronomy Network under a research and innovation initiative supported by Thailand’s Ministry of Higher Education, Science, Research and Innovation, HUG brings together academic research, local knowledge, entrepreneurship and experience design.
The Indonesia Gastronomy Network is joining the initiative as a strategic partner. The World Tourism Association for Culture and Heritage and the Responsible Tourism Development Academy are supporting partners, while Assumption University will host a participating kitchen at its Hua Mak Campus in Bangkok.
Krungthai Card Public Company Limited (KTC) is the campaign’s privilege partner, helping turn campaign interest into travel planning and local spending through participating Songkhla restaurants. View KTC Songkhla Dining Privileges.
Recorded content from the program will support future educational resources, recipes, ingredient guides, partner stories and cross-cultural learning materials. Future World Kitchen editions may explore fermentation, rice cultures, coffee and tea, honey and terroir, halal kitchens, coastal ingredients and wellness traditions.
By connecting kitchens across borders, World Kitchen of Spices will demonstrate that gastronomy is never simply what arrives on the plate. It carries stories of place, movement, family, belief and identity and may be one of the most welcoming ways to begin a conversation between cultures.
Event Details
Kitchen Club by TGN presents LET’S COOK THE PLACE – #SongkhlaEdition
Featuring: World Kitchen of Spices: Thailand × Indonesia
Date: 5 August 2026
Time: 13:30–14:45 hrs (Thailand time, UTC+7)
Format: Live interactive experience via Zoom
Broadcast hub: HUG – Hatyai University Gastronomy Lab, Songkhla
Participation: Choose Cook Along or Watch & Learn
Registered participants will receive a World Kitchen e-booklet, exclusive recipes, an ingredient guide and live Zoom access.
Register your interest
Choose Cook Along or Watch & Learn and register now to receive live Zoom access and the participant materials: https://forms.gle/RHbPt766AY5QMbBM9
Partnership and Media Inquiries
Asst. Prof. Dr. Jutamas “Jan” Wisansing
Founder and President, Thailand Gastronomy Network
Strategic Lead, HUG – Hatyai University Gastronomy Lab
Email: [email protected]
Email: [email protected]
Tel: 081-807-0637
Website: Thailand Gastronomy Network
