Bangkok: The Ministry of Commerce is partnering with three major airlines to elevate Thai agricultural products on the international stage.

According to Thai News Agency, the Department of Internal Trade (DIT) has introduced the ‘Local Ingredients, World Class Experiences’ initiative to integrate Thailand’s agricultural products with the food, tourism, and aviation sectors. This initiative aims to showcase high-quality Thai rice and Geographical Indication (GI) products through innovative culinary experiences.

This collaboration involves Heliconia H Group Co., Ltd., the producer of MasterChef Thailand, and three prominent airlines: Thai AirAsia, Thai Airways, and Bangkok Airways. These airlines will feature special menus crafted from premium Thai rice and GI products, available on both domestic and international flights, as well as in their lounges. The goal is to offer passengers a unique experience that highlights Thai culture and cuisine.

Ms. Supajee Suthamphan, the Minister of Commerce, emphasized that this project aligns with the policy of transforming local raw materials into high-value products. The selected ingredients include premium rice from key regions, sea bass from Songkhla Lake, Phulae pineapple from Chiang Rai, Golden Nam Dok Mai Mango, beef, and Vannamei white shrimp. These ingredients will be used by the finalists of MasterChef Thailand Season 7 to create prototype dishes for the airlines.

Mr. Witayakorn Maneenet, Director-General of DIT, noted the project’s roots in the successful DIT x AirAsia collaboration, which earned the Creative Excellence Awards 2025 from the Creative Economy Agency. The venture has been well-received by both passengers and the agricultural community.

The Department recently announced on Facebook that the collaboration has expanded to include the national carrier and full-service airlines, opening new markets for Thai agricultural products. The menu items will be served on flights and in premium lounges, further promoting Thai agricultural products to a global audience.

The ‘Local Ingredients, World Class Experiences’ project is a step towards leveraging the creative economy and gastro-diplomacy to enhance the value of Thai agricultural products. It aims to connect Thailand’s agricultural sector with global markets and introduce the world to the rich cultural and culinary heritage of Thailand through in-flight dining experiences.