“Tasteful Thailand” Premieres: A Masterpiece Culinary Documentary Elevating Thai Soft Power on the Global Stage

Tencent Video and WeTV have officially unveiled “Tasteful Thailand,” a premium culinary documentary positioned as one of the year’s flagship cultural content projects. The grand launch took place on January 29, 2026, at S31 Sukhumvit 31 Hotel, Bangkok, in collaboration with Sanook, Thailand’s leading online media platform under Tencent Video, serving as the Thai production partner.

The project aims to create a powerful Soft Power phenomenon through food culture, bringing together world-class production teams from China led by legendary producer Chen Xiaoqing, creator of the billion-view culinary documentary Once Upon A Bite. “Tasteful Thailand” is envisioned as a cultural bridge between Thailand and China, telling captivating stories through flavors, people, and ways of life, while presenting Thai cuisine to the global audience with cinematic excellence.

Exploring the Heart of Thai Cuisine Through 10 Iconic IngredientsInterpreted by Michelin-Caliber Chefs

“Tasteful Thailand” is a 10-episode documentary series that takes viewers on a journey into the roots of Thai food culture through 10 essential ingredients regarded as the soul of the Thai kitchen. The storytelling spans from local communities and traditional ways of life to refined, high-end culinary creations.

The featured ingredients include:

• Sticky rice
• Lemongrass
• Coconut sugar
• Fermented fish (Pla Ra)
• Coconut milk
• Chili
• Yen Ta Fo
• And other ingredients that reflect the unique identity of Thai cuisine
  
  

What makes this documentary exceptional is its narrative perspective, told through the voices of 10 of Thailand’s most acclaimed chefs, each internationally recognized with Michelin Stars, Michelin Selected distinctions, and Bib Gourmand awards. Beyond culinary techniques, the series reveals the personal memories, cultural backgrounds, and social contexts that shape each flavor, delivered through world-class production standards.

Unveiling 10 Flavors of SiamCrafted by 10 Culinary Masters

The highlight of Tasteful Thailand lies in the reinterpretation of Thailand’s core ingredients through the creative visions of the nation’s top chefs. The 10 episodes are detailed as follows:

• EP.1 Sticky Rice – Chiang Mai
  Soft Launch: December 20, 2025
  Chef Black “Phanuphong Bulsuwan” from Blackitch Artisan Kitchen presents the spirit of Lanna culture through sticky rice.
  
  
• EP.2 Lemongrass – Khon Kaen
  Official Launch: January 30, 2026
  Chef Paisan Cheewinsiriwat from Kaen Restaurant (MICHELIN Selected) captures the essence of Isan cuisine through this iconic Thai herb.
  
  
• EP.3 Palm Sugar – Phetchaburi
  February 6, 2026
  Chef Yo “Kritsanarong Chanpluk” from Run Juan Jai explores the delicate sweetness of Thailand’s finest palm sugar sources.
  
  
• EP.4 Pla Ra – Khon Kaen & Udon Thani
  February 13, 2026
  Chef Noom “Weerawat Triyasenvanich” from Samui & Sons (Bib Gourmand) dives deep into the rich fermentation traditions of Northeastern Thailand.
  
  
• EP.5 Desserts – Bangkok
  February 20, 2026
  A journey through Thai desserts in the capital, blending timeless traditions with modern interpretations.
  
  
• EP.6 Basil (Holy Basil & Sweet Basil) – Kanchanaburi
  February 27, 2026
  Chef Prin Polsuk from Samrub for Thai (1 Michelin Star) reimagines aromatic Thai herbs with refined elegance.
  
  
• EP.7 Coconut Milk – Koh Samui, Surat Thani
  March 6, 2026
  Chef Pu Rawiwan Janthawong from Baan Suan Lung Khai (Bib Gourmand) showcases the richness of freshly pressed island coconut milk.
  
  
• EP.8 Mackerel – Samut Songkhram
  March 13, 2026
  Chef Aom Sujira Pongmon from Khaan (MICHELIN Selected) tells the story of Thailand’s iconic short-bodied mackerel.
  
  
• EP.9 Chili Pepper – Phuket
  March 20, 2026
  Chef Mon Suwijak Kangkae from Royd (Roi) reinterprets Gaeng Tai Pla, balancing authenticity while making the dish more accessible to international audiences.
  
  
• EP.10 Yen Ta Fo – Bangkok
  March 27, 2026
  The series concludes with Chef Pam-Pichaya Utharntharm from Potong (1 Michelin Star), elevating the iconic pink street food noodle soup into a premium culinary experience.
  
  

“Food Is the Most Powerful Universal Language”

Mr. Xiaokun Gao, Country Manager of Sanook.com, shared the inspiration behind the documentary:

“Food may be the most powerful language humanity shares, one that needs no translation. In Thailand, relationships often begin with sharing a meal. Thai cuisine is wonderfully diverse: it can be as comforting as a hot bowl of noodles, or as adventurous as the bold flavors of pla ra and chili.”

Positioning Thailand as a Global Gastronomy Tourism Destination

Mr. Nithi Seepa, Deputy Governor for Marketing Communications at the Tourism Authority of Thailand (TAT), emphasized that the documentary goes beyond showcasing delicious food:

“This series reflects the relationship between people, nature, and culture, aligning with Thailand’s vision to become a world-class Gastronomy Tourism Destination. Tasteful Thailand will inspire global audiences to want to experience Thailand firsthand, driving local economies and elevating Thai ingredients onto the world stage.”

 

Broadcast Schedule & Viewing Platforms

Tasteful Thailand is set to introduce Thai culinary culture to global audiences with the following broadcast details:

• Premiere Episode: Friday, January 30, 2026
• Time: 12:00 PM (GMT+7)
• Platforms: Tencent Video, WeTV, and Sanook

 

“Tasteful Thailand” marks a significant milestone in leveraging premium content as Soft Power, communicating Thai culture to Chinese and global markets while fostering sustainable tourism growth and strengthening local economies through storytelling rooted in food, identity, and heritage.

News references: https://www.sanook.com/news/9870950/