TAT promotes The Wholesome Taste of Thai in Jakarta
The Tourism Authority of Thailand (TAT) hosted Amazing Thailand: The Wholesome Taste of Thai on Sept 5, 2026, at YOUNG Restaurant in South Jakarta, Indonesia.
Stock photo for illustration only, not from the actual event
- TAT held The Wholesome Taste of Thai event in Jakarta on Sept 5, 2026
- Targeting airlines, OTAs, travel agents, media, and Indonesian KOLs
- Featured curated Thai set menu crafted by Chef Yohans of YOUNG Restaurant
The Tourism Authority of Thailand (TAT) has advanced its tourism promotion strategy by leveraging Thai culinary culture, organizing the Amazing Thailand: The Wholesome Taste of Thai networking event on September 5, 2026, at YOUNG Restaurant in Kebayoran, South Jakarta, Indonesia, with the aim of strengthening travel trade engagement and inspiring Indonesian travelers.
Mr. Nithee Seeprae, TAT Deputy Governor for Marketing Communications, stated that the initiative provides a robust platform to transform Thailand's culinary identity into concrete travel demand. Through the Jakarta event, TAT seeks to tighten partnerships with Indonesian stakeholders and motivate both first-time and repeat visitors to pair Thai gastronomy with local ingredients, creativity, and regional experiences across Thailand.
Utilizing gastronomy tourism in the Indonesian market represents a targeted approach by TAT, capitalizing on neighboring cultural affinities and a strong appetite for flavorful cuisine. By engaging B2B partners and content creators simultaneously, the strategy effectively converts culinary interest into actionable travel bookings and word-of-mouth promotion.
The Jakarta gathering served as a segment of the broader Amazing Thailand Food Festival (World Tour), extending the Wholesome Taste of Thai platform into Indonesia via a specialized networking format. It actively engaged five priority groups comprising airlines, online travel agencies, tour operators, media professionals, and influencers, alongside local food culture networks.
Stock photo for illustration only, not from the actual event
A specially curated Thai set menu anchored the event's culinary focus, highlighting authentic flavors across appetizers, main courses, and desserts. Notable dishes included beef sai oua, a Northern-style beef sausage served with crispy sticky rice and nam phrik num green chilli dip; yum som-o, a pomelo salad featuring shrimp and scallops; and khao yum, a Southern-style rice salad tossed with crispy shrimp, toasted coconut, and budu fermented fish dressing.
The menu was presented by YOUNG Restaurant and Chef Yohans, long-standing partners of TAT Jakarta. Housed in a renovated colonial-era building, the modern establishment is recognized for authentic Thai dishes, Southern specialties, and grilled items. It previously participated in the online “Kitchen Club by TGN – Songkhla Edition: The Bold Flavour” on August 5, 2026, organized by the Thailand Gastronomy Network alongside TAT, Hatyai University, and Indonesian culinary networks.
Across global markets, TAT has tailored the Amazing Thailand Food Festival (World Tour) formats to suit specific audiences. While Central Group-linked showcases toured London, Berlin, Amsterdam, and Kuala Lumpur, and Fukuoka hosted a consumer-facing festival, the Jakarta edition specifically targeted trade partners, media, and content creators to drive measurable travel conversion from Indonesia.
Source: TAT Newsroom
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