Bangkok: Minister of Culture, Ms. Sabida Thaiseth, has initiated a national campaign titled "Proud to Wear Thai Traditional Clothing" to promote cultural pride and heritage during the Songkran festival. The campaign encourages Thai citizens to wear traditional attire throughout the country, highlighting the nation's rich cultural tapestry.
According to Thai News Agency, 42 embassies worldwide participated in Songkran celebrations by donning traditional Thai clothing, silk, and floral shirts, showcasing the intangible cultural heritage of humanity. These embassies also produced videos offering blessings and good wishes to the Thai people. Concurrently, the Ministry of Culture invited the public to explore five distinctive cities and thirteen must-visit destinations across Thailand, promoting the campaign throughout the Songkran festivities.
Ms. Sabida Thaiseth revealed the Ministry's policy for advancing cultural development by 2026, emphasizing Thailand's global appeal as a tourist destination. The Ministry aims to capitalize on Songkran's themes of happiness, warmth, and respect for elders, under the concept of 'Songkran in My Home, Colorful Thai Culture, Happiness Worldwide'. The goal is to elevate Thai Songkran to a world event, generating significant economic value and fostering national pride among Thais worldwide.
A highlight this year was the unprecedented cooperation from 42 foreign embassies, including those from countries such as Australia, France, Japan, and the United States. These nations created videos blending their national identities with the vibrant spirit of Thai Songkran, available for viewing on the Ministry of Culture's YouTube channel. The shared videos exemplify international friendship and enhance awareness of Songkran's cultural significance among foreigners. Many participants, including embassies from Belgium and New Zealand, wore traditional Thai clothing, further promoting cultural exchange and appreciation.
Expressing gratitude, Ms. Sabida stated, "On behalf of the Ministry of Culture and the Thai people, I extend my deepest thanks to all foreign embassies for honoring us by participating in the Songkran Festival. This collaboration enhances Thai cultural heritage's global visibility and celebrates the strong friendships between our nations. We are confident that this spirit of cooperation will significantly uphold the value of Thai Songkran, strengthening cultural ties for generations."
The Ministry of Culture has also organized celebrations across five key cities: Chiang Mai, Khon Kaen, Chonburi, Samut Prakan, and Nakhon Si Thammarat, with festivities extending to 13 other tourist cities. In Bangkok, cultural activities and auspicious ceremonies are scheduled at Wat Suthat Thep Wararam and other venues, ensuring tourists experience a blend of contemporary and traditional celebrations.
Ms. Sabida invites Thai citizens to embody grace and hospitality through the "Proud to Wear Thai Attire Across the Nation" campaign. This initiative promotes wearing traditional Thai clothing and encourages participation in Songkran activities throughout April 2026, aiming to create a lasting cultural legacy and an impressive image for international visitors, reinforcing Thai culture as a unifying national pride shared globally.