Thai restaurateurs in the United States are seeking the government's help to heighten Thai food's popularity by focusing on dishes that could spearhead the country's culinary soft power.
The call was made prior to Prime Minister Prayut Chan-o-cha's arrival in Washington, DC where he will attend the 2nd Asean-US special summit.
Jaturon Srirote and Sumonthita Dissayawatthana, co-owners of Sisters Thai & Magnolia Dessert & Coffee in the town of Vienna, Virginia, said Thai food has sustained its popularity in the US despite the Covid-19 pandemic.
Thai food is known for its great taste, quality and value for money. It is cheaper than most other ethnic food available on the market.
However, Thai restaurants are experiencing a shortage of employable Thai workers. Many Thais looking for work come to the US as tourists and overstay their visas.
The co-owners said applying for a work visa for the US in Thailand involves a complicated process with restrictions. Thai restaurants have had to employ non-Thai workers instead.
They said they planned to ask Gen Prayut for government support for Thai restaurants in the US during his visit to Washington, DC.
The government should assist in forming a coalition of Thai restaurants to tackle the problem of undercutting prices on dishes among restaurants.
It can also arrange activities where celebrities or entertainment figures can help promote Thai food, especially popular or upcoming dishes including pad thai, pad kee mao (stir-fried spicy noodles), tom yum kung and kaeng keio wan (green curry).
Thai desserts need heavy publicity, apart from khao niew mamuang or mango and sticky rice, they said.
The dishes and desserts make for ideal drivers of Thailand's soft power in the US, according to the restaurant co-owners.
Gen Prayut left Bangkok for the US yesterday morning. He was accompanied by Foreign Affairs Minister Don Pramudwinai and Energy Minister Supattanapong Punmeechaow.
Gen Prayut will attend the two-day special summit beginning today.
