The Department of International Trade Promotion (DITP) has enlisted legendary Muay Thai fighter Buakaw Banchamek to spearhead a cultural and trade push in Europe, part of a broader government strategy to drive Thai exports and secure new international markets.
“We have ordered commercial attaché offices in many countries to expedite the expansion of markets for Thai products and services,” DITP Director General Sunanta Kangvalkulkij said.
She further revealed that the commercial attaché office in Frankfurt recently organised a Muay Thai Festival across Germany and Switzerland.
The events successfully blended sports diplomacy with trade promotion, showcasing Muay Thai-themed apparel alongside Thai cuisine and Thai SELECT-certified restaurants.
The DITP brought in Buakaw Banchamek to showcase the art of Thai boxing, giving attendees the opportunity to practice Muay Thai skills on stage.
The event's activities were shared online, drawing over 20,000 visitors to the event, with its images accumulating more than 8,500 views.
A press interview with Buakaw Banchamek was also held at the Frankfurt office to promote the sport and raise awareness of the agency's role, responsibilities and activities. The interview video attracted 7,500 views.
The DITP also plans to leverage this momentum by inviting gym owners and international buyers to online business matching sessions to boost exports of boxing gear and related merchandise.
While global energy and raw material prices have eased, Suphajee warned that ongoing geopolitical tensions in the Middle East, particularly involving the United States, Iran and Israel, continue to pose volatile risks to global trade.
Under the government’s proactive policies, trade envoys must aggressively seek out new and alternative markets, especially to absorb domestic agricultural surpluses, especially for durian and shrimp, and protect local farmers from price slumps.
For instance, with Thai durian facing slowing demand in China, 58 commercial offices have been tasked with rerouting the fruit to other regions to meet a national export target of over 170 billion baht.
Addressing Thailand's widening trade deficit with China, Suphajee stated that Bangkok is urging Beijing to increase investment in Thailand and source more local raw materials, particularly in processed agricultural goods and herbal products.
Thailand is also negotiating with Chinese authorities to grant Thai small and medium-sized enterprises (SMEs) better access to major Chinese e-commerce platforms, with a joint committee being formed to finalise the details.
Additionally, the Commerce Ministry is coordinating with relevant agencies to tighten inspections of imported goods, aiming to clamp down on sub-standard products flooding the domestic market.
Despite global headwinds, the ministry remains confident that overall Thai exports will expand in line with initial targets this year.
