Ginza, Tokyo’s premier fashion district, is capturing widespread attention with the unveiling of prominent digital billboards. The showcase features the official 2026 Asian Games parade uniforms by SIRIVANNAVARI, designed under the concept “The Art of Unity,” alongside the exquisite “Chud Thai Phra Ratchaniyom” (Royally Favored Thai Costumes), drawing admiration from audiences across Japan.

The official ceremonial uniforms for Thailand’s national athletes under the concept will be worn at the opening ceremony of the 2026 Asian Games in Nagoya. The ensemble presents a distinct Thai identity that will shine brilliantly and stylishly at this prestigious Asian sporting event.

Her Royal Highness Princess Sirivannavari Nariratana Rajakanya, Creative Director, personally modeled for the billboard campaign promoting the exhibition “CHUD THAI: Knowledge, Craftsmanship and Practices of the Thai National Costume,” hosted by the Ministry of Culture at the Tokyo National Museum (Hyokeikan Gallery) on 17-18 September 2026.

A major highlight will take place on 18 September, as H.R.H. Princess Sirivannavari will preside over the presentation of eight styles of the Thai national dress for ladies and three types of national dress for men, called “Suea Phra Ratchathan” (Royally Bestowed Shirt). Minister of Culture Sabida Thaiseth will also attend the exhibition.

Honoring Her Majesty Queen Sirikit The Queen Mother's legacy, the event serves as a historic springboard to promote Chud Thai for official inscription on the UNESCO Representative List of the Intangible Cultural Heritage of Humanity in December 2026.

Chud Thai reflects Thailand’s national identity and rich cultural heritage through unique patterns and sewing techniques. Today, it has become popular and widely known in the international community, serving as a bridge to promote diplomatic relationships and a gateway for cultural exchange among people worldwide.