Thailand Outlines Plan to Commercialise 231 Forgotten Heritage Dishes

The Thai government has launched a policy framework to commercialise 231 endangered local recipes, capitalising on a top-10 global soft power ranking.

The Thai government has unveiled a policy framework aimed at adding economic value to regional gastronomy by reviving and commercialising 231 endangered local recipes across the country.

Under the leadership of Prime Minister Anutin Charnvirakul, who also serves as Minister of Interior, the administration is moving to convert cultural heritage into a structured economic driver for regional tourism and local business development.

Announcing the initiative on Wednesday, deputy government spokesperson Lalida Persvivatana outlined how the Ministry of Culture, headed by Minister Sabida Thaiseth, will roll out "The Lost Taste" project under a broader "Living Heritage" concept.

Managed by the Department of Cultural Promotion, the scheme aggregates indigenous culinary knowledge, cooking techniques, and rare recipes threatened by urbanisation to create high-value culinary experiences for domestic and international travellers.

"Behind every dish lie native ingredients, wisdom, cooking techniques, local lifestyles, and community stories," Lalida said. "The government aims to build upon the international popularity of mainstream Thai dishes by encouraging tourists to explore regional culinary diversity, generating direct added value for local economies."
 

Standardisation and Accreditation Framework

To support the commercial roll-out, the Department of Cultural Promotion has established the Thailand Best Local Food certification system.

Developed using insights from seven culinary experts and survey data from over 400 consumers, the benchmark evaluates dishes based on cultural authenticity, regional sourcing, and culinary integrity.

Accreditation will be awarded under two distinct tiers:

Classic: Reserved for establishments that strictly maintain authentic recipes, traditional preparation methods, and historical identities.

Creative + Innovation: Designed for contemporary culinary adaptations that reframe traditional regional flavours for modern dining while preserving core cultural elements.

Pilot Program and Soft Power Metrics

As part of the initial phase, five model restaurants have been selected to trial the culinary storytelling model. The Ministry of Culture will launch "The Lost Taste Special Course" in September 2026, alongside a multi-part promotional campaign titled "5 Series, 5 Restaurants" to drive gastronomy-focused travel across rural provinces.

The policy push follows the release of Brand Finance’s Global Soft Power Index 2026, which ranked Thailand 7th worldwide in the category for "Food the World Loves". The same index ranked the country 12th globally as a "Great Place to Visit", up two places from 2025.

Government officials emphasise that the initiative extends beyond archival preservation, focusing instead on active economic integration.

By establishing a commercial ecosystem for heritage recipes, the policy aims to increase visitor spending in regional areas, foster local entrepreneurship, and incentivise younger generations to maintain traditional culinary skills.