Thailand is boosting trade, tourism, and investment across Europe by capitalizing on rising global demand for its unique cultural assets: Muay Thai, traditional cuisine, and performing arts.

Key initiatives driving this growth include:

• Muay Thai Expansion

The Department of International Trade Promotion recently led promotional events in Germany and Switzerland featuring Muay Thai legend Buakaw Banchamek. To support the estimated 4,000 Thai boxing gyms across Europe, the government is expanding its "Standard Muay Thai Gym" certification program.

• Surging Food Exports

The government reports that the "Thai SELECT" program continues to fuel export growth, with more than 1,500 certified restaurants now operating in 72 countries. Driven by a 15.9% increase in exports to the European Union, the National Food Institute projects total food exports will reach THB1.4 trillion (approximately US$40 billion) by the end of 2026.

• Cultural Showcase

The Ministry of Culture is further promoting Thailand's cultural capital through major international events, including the presentation of the UNESCO-recognized "Nora" dance drama at the Thailand Grand Festival 2026 in The Hague.

By turning its cultural capital into a powerful economic engine, Thailand is securing a sustainable future for its businesses while showcasing the enduring brilliance of Thai identity to the world.