Ms. Pimphattra Wichaikul, Minister of Industry, revealed that the government has announced and implemented the policy to support and promote Thailand's identity commercially through the concept of Soft Power in order to revive the nation's local economy. Nevertheless, since then, Thailand has faced a series of internal and external changes and challenges on not only economic, but also social and environmental aspects. All of which have widely affected Thailand's economy and society, impeding economic growth. With that said, the Ministry of Industry has turned to developing alternatives for economic crops, especially focusing on processing raw materials with Thai creativity in order to create higher-value products i.e. coffees, cocoas, and local liquors and spirits. For coffee, we have seen substantial growth in both consumption and establishments of coffee shops. In 2023, Thailand saw 34,470.3 million baht-worth of market value of coffee. While coffee is the economic crop whose value can be added throughout its supply chain. Cocoa, likewise, has been in high demand among European and North American consumers. And, thanks to Thailand's tropical terrain, we are able to grow cocoa trees in almost all regions due to the plant's own resistant trait. As for local liquors and spirits, Thai Cabinet has lifted regulations on the making of such drinks through the restructuring of tax system, so that local brewers are encouraged to add more values to them, growing local economy through creations of distinctive liquors and spirits for the tastes of Thais and tourists.
Mr. Passakorn Chairat, Director General of the Department of Industrial Promotion (DIPROM), stated that DIPROM is fulfilling the government's policy by fully supporting the promotion of agro-industry and Thai beverages in the global market. This reaffirms our commitment to enhancing the capabilities of Thai entrepreneurs, enabling them to create high-quality, unique products that can compete sustainably in international markets. The CRAFT DRINK by DIPROM - The Science and Art of Thai Beverages, Brewing from Local to Global" event highlights three key product groups: 1) coffees, 2) cocoas, and 3) local liquors and spirits, aiming at elevating community products, creating jobs, and developing new markets for these community beverages on a global scale. This event brings together a wide range of Thai beverages that reflect the unique identities of local communities, promoting them as part of Thai Soft Power scheme in the food sector. Additionally, beverages from entrepreneurs and community enterprises from all regions are showcased to add value and raise product standards to compete in the international markets. The event is expected to attract over 100,000 attendees and generate more than 140 million baht in economic value, over the course of six days.
Mr. Passakorn further stated that the CRAFT DRINK by DIPROM - The Science and Art of Thai Beverages, Brewing from Local to Global" event features outstanding Thai beverage products and offers a number of exciting activity zones, including: 1) Product Display and Market Testing Zone of Entrepreneurs: At the DRINKING AVENUE, visitors can explore over 122 meticulously selected booths from coffee, cocoa, and community liquor and spirit entrepreneurs nationwide. This zone provides diverse and exciting beverage experiences, allowing visitors to taste high-quality products from the best sources in Thailand. Whether you are a fan of coffees, cocoas, or local spirits, this event has everything to offer for an exceptional beverage experience. 2) Exhibition Booth Zone for education and service: This zone offers educational opportunities and services, featuring booths from DIPROM that provide information of related services. In the Coffee section, visitors can learn about coffee production and consumption, from cultivation and harvesting to brewing and serving the perfect cup of coffee. The Cocoa section covers the production process from upstream to downstream, detailing the transformation of cocoa into various products. The Community Spirits section reveals the stories and production processes of local spirits from across Thailand, offering visitors insights into the unique methods behind their creation. 3) Activity Stage Zone: Two parts include the Main Stage: Co-Drinking Space which serves as a networking hub for entrepreneurs, fostering business relationships and opportunities. And the Sub Stage: DIPROM Drink Lab which hosts workshops and discussions on various topics related to beverage production and product development, enhancing the knowledge and skills of participants. The event also features mini-concerts and special performances by popular singers such as Sarah Salola, Atom Chanakan, and Krist Perawat, adding vibrancy and appeal to attract youngsters and the general public.
Those interested are cordially invited to shop, cheer, taste, and enjoy at the CRAFT DRINK by DIPROM - The Science and Art of Thai Beverages, Brewing from Local to Global" event, taking place from September 5 to 10, 2024, from 10:00 AM to 10:00 PM at CentralWorld's outdoor plaza. For updates and more information, visit https://www.facebook.com/dipromindustry or contact the Department of Industrial Promotion (DIPROM) at 0 2430 6860, or visit the website www.diprom.go.th, Mr. Passakorn concluded.
Source: Triple Eight Ideas