A new digital campaign is set to guide food enthusiasts across the UAE on a journey to discover authentic Thai cuisine. Launched by Thai Select, the “Tastes of Thailand: The Road to the Festival” initiative will spotlight certified restaurants throughout the Emirates this November, building anticipation for the upcoming Thai Select Festival 2025.
The Mark of Authentic Thai Cuisine
Thai Select is a global certification awarded by the Ministry of Commerce of the Royal Thai Government. It serves as a seal of approval, granted only to restaurants that consistently demonstrate authentic Thai flavours, use traditional cooking methods, and embody the warm hospitality central to Thailand’s culinary identity. This year, certified establishments in the UAE are being highlighted as part of a major cultural food celebration.
A Digital Culinary Trail Across the UAE
From 18 to 27 November, a digital tasting tour will unfold across the Emirates. More than 30 influencers from the food, travel, and lifestyle sectors will visit Thai Select-certified restaurants, documenting signature dishes, chef stories, and the unique cultural elements that earned each venue its certification. The campaign aims to showcase everything from a chef’s heritage to traditional recipes and Thai-inspired design, similar to how a homegrown specialty roastery elevates coffee culture with immersive showcases. All content will be shared under the hashtag #RoadToThaiSelectFestival2025, allowing the public to follow the culinary exploration online.
Strengthening Cultural and Culinary Ties
The campaign is designed to do more than just promote restaurants; it aims to reinforce the cultural connection between the UAE and Thailand. By encouraging residents to explore certified venues, the initiative seeks to deepen the public’s appreciation for genuine Thai food and the stories behind it. The UAE’s diverse dining scene often sees events that celebrate India and Pakistan Independence Days with delicious food deals, and this festival adds Thai culture to the calendar.
“These restaurants reflect the true taste of Thailand,” said Pitichai Ratananaka, director of the Thai Trade Centre Dubai (DITP). “Through this campaign, we aim to bring people on a journey of genuine Thai flavours leading up to the festival. This initiative not only showcases the excellence of our certified restaurants across the UAE but also strengthens cultural ties and highlights Thailand’s culinary soft power.”
The Thai Select Festival Awaits
The digital trail culminates in the Thai Select Festival 2025, a grand celebration scheduled from 28 to 30 November at the Dubai Media City Amphitheatre. Entry to the event will be free for all visitors. The festival promises an immersive cultural experience with authentic Thai food, live performances, cooking demonstrations, and artisanal retail, featuring a showcase of Thai Select-certified restaurants from across the country.
Food lovers are invited to follow the journey on Instagram via @thaitradecenterdubai, explore the participating restaurants, and attend the festival weekend for one of the region’s largest celebrations of Thai culture and cuisine.
