Bangkok:Karmakamet, a renowned Thai fragrance brand, has been selected to provide commemorative gifts for leaders and delegates attending the IMF-World Bank 2026 meeting. This selection highlights the transformation of Thai cultural heritage into contemporary products.

According to Thai News Agency, Natthorn Rakchana, the founder of Karmakamet, expressed his pride in this recognition. He thanked the Customs Department for acknowledging the value of Thai cultural heritage, which his brand has preserved and developed into modern products. These will be presented by the Prime Minister as souvenirs at the international meeting.

Mr. Natthorn emphasized the importance of maintaining and evolving cultural heritage to prevent its disappearance. As a representative of Thailand, the brand has chosen to highlight elements of Thai culture that are appreciated worldwide, such as food, traditional medicine, and the warmth of Thai hospitality. The souvenirs include incense sticks, scented sachets, scented candles, and sprays, all featuring scents like jasmine rice, jasmine, and lemongrass.

These fragrances are intended to serve as a soft power tool, evoking memories of Thailand among people worldwide. The unique identity of Thai scents, such as traditional Thai perfumed water, leaves a lasting impression, especially on foreigners who encounter these aromas. Mr. Natthorn believes that the emotional connection formed through scent is a powerful way to represent Thailand on the global stage.

Looking ahead, Karmakamet aims to transcend technological boundaries by incorporating AI and digital processing into their fragrance offerings, while remaining true to their unique cultural identity. This approach is seen as essential for competing in the global market, starting with a focus on the Asian region.

Ultimately, Karmakamet wishes to evoke an image of Thailand as a peaceful and welcoming country through these gifts, connecting the world to the country's enduring identity and traditions.