Director-General of Thailand’s Government Public Relations Department (PRD) Sudruetai Lertkasem recently launched the first edition of the exhibition and academic seminar for the "Creative Design, Production, and Dissemination of Media for Fashion Soft Power Project" at Central Chiang Mai Shopping Mall. The event was attended by a large gathering of faculty members, university students, designers, and entrepreneurs, with Chiang Mai Governor Rattapol Naradisorn, along with Nan Governor Chainarong Wongyai, Advisor to the "Pha Thai Sai Hai Sanook" (Thai Fabric: Wear It with Joy) Project Dr. Sarinda Jamornman, and founder of the THEATER fashion brand Sirichai Daharanon.

This project aims to integrate collective knowledge to honor the royal grace of Her Majesty Queen Sirikit, the Queen Mother, and to continue the royal determination through Her Majesty Queen Suthida, who serves as a role model by wearing Thai textiles, transforming them into high-fashion Soft Power, as well as Her Royal Highness Princess Sirivannavari, who has driven the "Pha Thai Sai Hai Sanook" project to international acclaim, reaching as far as the fashion capital in France.

The exhibition features the works of 10 finalist model communities from across the country, namely: Ou Mai Thai, Mae San Baan Tong Textile Weaving Group from Lamphun; Thai Silk Village Co., Ltd. from Chiang Mai; Mai Thong Suranaree Group from Nakhon Ratchasima; Thor Montho Group from Udon Thani; Kwanta Group from Nong Bua Lamphun; CHATTUWAN THAISILK from Roi Et; Montrathikarn Auspicious Pattern Textile Weaving Group from Kalasin; Impani Group from Ratchaburi; Srivichai Textile Weaving Factory Group from Surat Thani; and ME-D NATHAP from Songkhla.

This initiative intends to spark creative ideas to elevate Thai textiles from community wisdom into contemporary international fashion products, and to create a trend of wearing Thai textiles in daily life. A key highlight of the event is an academic seminar and a special fashion show led by "Mew-Suppasit".

The PRD has scheduled three subsequent regional events to drive this initiative forward: the Southern Region in Songkhla from 6 to 8 June 2026; the Northeastern Region in Udon Thani from 9 to 21 June 2026; and the Central Region in Bangkok from 11 to 13 August 2026.

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