The buzz over #khaonieomamuang and #MILLILiveatCoachella seems to have an ironic twist with Prime Minister Gen Prayut Chan-o-cha jumping on the bandwagon and claiming he was the one who nudged Thailand to develop its "soft power" to attract the world's attention.
That sounds impressive. So what will the government do next?
According to news reports, it seems its first priority would be to make sure Unesco recognises mango and sticky rice as an intangible part of our cultural heritage.
