Berlin, 6 March 2026 – The Tourism Authority of Thailand (TAT), in cooperation with Central Group, officially launched Amazing Thailand Fest 2026 (The Wholesome Taste of Thai) at Berlin’s iconic KaDeWe, a luxury department store group in Europe under Central Group. Running from 2–14 March 2026, leveraging the presence of global tourism industry leaders in the city and marking the first overseas launch under the ‘Amazing Thailand Food Festival World Tour’.

The launch programme took place on 5 March on Level 6 of KaDeWe, where Thai cultural performances set a vibrant tone for the showcase. The event was attended by Ms. Natthriya Thaweevong, Chairperson of the TAT Board of Directors, TAT Governor Ms. Thapanee Kiatphaibool, members of the TAT Board of Directors, senior TAT executives and senior management of Central Group.

Throughout the 13-day period, TAT is executing an ‘Amazing Thailand Brand Take Over’ at KaDeWe, one of Europe’s most prestigious luxury department stores and a key lifestyle destination for premium shoppers.

A giant banner spans the central façade of KaDeWe, complemented by 10 fully curated window displays along the main street frontage, presenting the richness of Thai cuisine to German and international audiences. The showcase features culinary traditions from Thailand’s five regions, set against iconic destinations, scenic landscapes and Thai architectural elegance, while also highlighting Thailand’s international strength in wellness tourism and the cultural vibrancy of the Songkran festival.

Participating private-sector partners include Thailand Privilege Card and Good Goods, a brand rooted in local Thai wisdom that advances sustainable community development through contemporary design.

The opening coincides with special on-site activities (5–7 March) on Level 6 of KaDeWe, featuring cultural performances and live Thai cooking demonstrations. Visitors experience authentic Thai flavours, engage directly with Thai culinary culture and access curated travel information, connecting gastronomy with destination storytelling to inspire future travel to Thailand.

The programme integrates consumer engagement, business networking and targeted publicity to strengthen Thailand’s competitiveness and capture growing demand in gastronomy tourism as part of a broader international marketing drive.

Following the Berlin launch, the Amazing Thailand Food Festival World Tour will expand to key markets, reinforcing global awareness of Thai cuisine as a platform for meaningful travel experiences. Through the project, TAT reinforces gastronomy tourism as a strategic pillar of brand differentiation and sustainable growth, advancing Thailand’s positioning as a world-class destination for culture, wellness and purposeful journeys.

https://www.tatnews.org/2026/03/amazing-thailand-fest-2026-brings-the-wholesome-taste-of-thai-to-berlin/