Expanding Promotion of Thai Cuisine with Help of SBPAC and Chef Chumphol

In an effort to increase tourism and generate new jobs in the region, the Southern Border Provinces Administrative Center (SBPAC) and Michelin-starred Chef Chumpol Jangprai have unveiled a series of themed meals using foods from the area.

The proposal, as explained by the Deputy Government Spokesperson Rachada Dhnadirek, is in keeping with the government’s objective to advance Thai soft power. At the last APEC Economic Leaders’ Meeting in Bangkok, the Thai chef was seen making as many as 21 different genuine Thai dishes for the visiting heads of state and high-ranking officials.

The salted Kulao fish from Tak Bai and Batong Chicken on Chumpol’s southern menus were among the most talked-about meals at the APEC summit, according to Rachada, who also noted that the dishes had generated a lot of interest in southern Thai cuisine among conference attendees and overseas guests.

SBPAC Deputy Secretary-General Chanthan Saengpoom commented on the plan to further promote southern Thai cuisine and other kinds of local soft power, saying that three steps had been established to lead the plan’s execution. Some of these initiatives include a plan to train up to 1,600 halal chefs for use in the Kingdom of Thailand and adjacent countries like Malaysia and Saudi Arabia through an upcoming halal culinary program and the use of online platforms and delivery services supplied by Thailand Post.

Chanthan noted that in order to guarantee the quality of halal goods from the South and to raise the value of each item whether sold on domestic or foreign markets, discussions have also taken place among concerned entities about the procurement of fresh local ingredients.

The SBPAC and the Thai chef also disclosed their intention to build food facilities that meet global hygiene and safety requirements in order to sell halal-certified food to Muslim countries. The plan also calls for a group of Thai students studying in Saudi Arabia, Egypt, Qatar, Jordan, and other countries to advocate for Thailand’s halal exports.

According to the deputy government spokesman, the SBPAC will be meeting with Prime Minister and Defense Minister Gen Prayut Chan-o-cha on December 7 at Government House to deliver a comprehensive action plan.