Thailand's Ministry of Commerce (DITP) is aggressively promoting Thai restaurants and food products in China through the "Thai SELECT" quality certification brand. The initiative combines TV shows (cooking competitions on Guangzhou TV), KOL/influencer campaigns, and on-ground events to drive brand awareness and consumer trial. This creates tangible opportunities for Thai restaurants, ingredient suppliers, and food exporters entering the Chinese market—particularly leveraging trending products like sticky rice and durian. The strategy shifts Thai food from mere cuisine to a systemic trade driver.