The initiative, titled ‘Proud to Wear Thai Costume Across the Nation’, was launched by Thailand’s Ministry of Culture and officially began on Thursday (Apr 2(.
In Phuket, the Provincial Cultural Office led activities bringing together government agencies, private businesses and members of the public, with participants dressing in traditional and contemporary Thai attire at popular photo locations including Phuket Old Town and Dragon Square.
Officials said the campaign aims to showcase Thai identity as a form of ‘soft power’, helping to create a positive international image while supporting the local economy.
The atmosphere in Phuket was described as lively, with both Thai residents and foreign tourists joining in to take photos and share them online, contributing to what authorities hope will become a nationwide social media movement.
The campaign encourages participants to wear a range of Thai-inspired clothing, including royal Thai dress, traditional textiles and regional styles, and to share images and short video clips online.
Phuket officials confirmed plans to continue promoting Thai attire beyond the campaign period, encouraging its integration into everyday life as part of long-term cultural and economic development.
The national campaign was formally launched on Tuesday (Mar 31) at Siam Paragon in Bangkok by Culture Minister Sudawan Wangsuphakijkosol, who described the initiative as the start of a “major movement by all Thais”.
She said April was chosen as the launch period due to its concentration of cultural events, including Thai Heritage Conservation Week (Apr 2-8), the Songkran festival (Apr 13-15), and Bangkok Founding Day on Apr 21.
The Ministry is also encouraging public participation through creative activities such as 15-second Thai dance videos, group costume displays and social media challenges designed to make Thai culture more engaging and accessible.
Officials noted that the campaign coincides with efforts to have “Chud Thai: The Knowledge, Craftsmanship and Practices of the Thai National Costume” recognised by UNESCO as an Intangible Cultural Heritage of Humanity by the end of 2026.
According to the Ministry, the strategy extends beyond cultural promotion, aiming to support artisans, generate income in local communities and strengthen Thailand’s cultural diplomacy.
Private sector partners, media organisations, influencers and pageant networks have also been enlisted to expand the campaign’s reach both domestically and internationally.
Officials stressed that participation does not require formal attire, with people encouraged to wear any form of Thai clothing or fabric in a way that suits their daily lives.
Authorities said the ultimate goal is to transform Thai traditional dress from something reserved for special occasions into a visible and living part of everyday Thai society, helping to project a unified cultural image to the world.