On 1 May 2025, H.E. Mr. Dusit Manapan, Advisor to the Minister of Foreign Affairs of Thailand, presided over the opening ceremony of the first Thai Festival in Riyadh, Saudi Arabia. On this occasion, H.E. Mr. Darm Boontham, Ambassador of Thailand to Saudi Arabia delivered welcoming remarks. The event was attended by H.E. Miss Ploy Tanikul, Vice Minister of Culture; H.E. Mr. Ibrahim Almubarak, Assistant Minister of Investment of Saudi Arabia, Mr. Thitiwat Adisornphankul, Deputy Secretary-General to the Prime Minister for Political Affairs; and Pol. Lt. Col. Wannapong Kotcharak, Secretary-General of the Southern Border Provinces Administrative Center (SBPAC), as well as representatives from Thailand’s Department of Fine Arts, Creative Economy Agency (CEA), Tourism Authority of Thailand (TAT), National Innovation Agency (NIA), Support Arts and Crafts International Centre of Thailand (SACICT), and sub-committees driving various branches of Thailand’s soft power industries such as films, sports, cuisine, fashion and gaming, alongside representatives from the private sector and local media.

H.E. Mr. Dusit Manapan highlighted the role of the Ministry of Foreign Affairs in collaborating with various Thai government agencies, private organizations and industries to advance Thailand’s soft power on the global stage. These efforts align with the government’s National Soft Power Strategy and would not be possible without the dedication of Thai embassies and consulates worldwide. Their work in promoting Thai culture, fostering people-to-people connections, and enhancing recognition of Thailand’s creative industries is central to advancing the country’s soft power globally.

The Thai Festival in Riyadh is one of six flagships organized by the Ministry of Foreign Affairs in 2025. Held under the concept “Creative Pulse: The Pulse of Tradition, the Pulse of Tomorrow,” the festival showcased the convergence of Thailand’s cultural heritage and modern creativity. It was also aimed at opening the door for business opportunities and promoting multi-sectoral cooperation at all levels-government, private sector, and people-to-people.

The festival featured cultural performances, fashion shows by Thai designers, Muaythai demonstrations, cooking demonstrations, film screenings, as well as  stalls to showcase (over 50 Thai entrepreneurs) displaying a myrid of Thai products to the Saudi Arabian market, which received positive feedback from Saudis and international attendees alike.

The Thai Festival in Riyadh constitutes part of the Ministry’s cultural and public diplomacy aimed at fostering mutual understanding and strengthening people-to-people ties with foreign nations. It also serves as a key initiative under Thailand’s proactive economic diplomacy, promoting the country’s creative economy on the global stage. In 2025, the Ministry of Foreign Affairs, in collaboration with both government and private sector partners, is organizing Thai Festivals in 45 cities across 32 countries worldwide.