Theodorus Wiryawan (CEO Aneka Coffee Industries and Ottodigital)
This article is an opinion piece by the CEO of Aneka Coffee Industries & Ottodigital. If you are interested in becoming an opinion contributor, please register here.
One day in the early 2000s in Washington DC, I had lunch with friends from Thailand at a Thai restaurant. They said Thailand wanted to be known as the “Kitchen of the World.”
They explained that around 45 years ago, the King had sent Thai princes and princesses to study agriculture, with many studying at IPB Bogor. After graduating, they developed Thailand’s agriculture in a serious manner—with remarkable results.
We all remember the term Bangkok guava, Bangkok mango, Bangkok papaya, Bangkok longan. The perception was clear: Thai fruits and agricultural products were of excellent quality in taste, size, and aroma. The problem was that domestic demand could not absorb the abundance. The surplus had to be exported.
The next step, carefully prepared, was to open global distribution channels through an approach both appealing and impactful: Thai restaurants.
When I lived in Silver Spring, Maryland, I saw about 20 Thai restaurants between Silver Spring and downtown Washington DC. Near the White House alone, there were more than 8 Thai restaurants—far more than restaurants of other countries.
In contrast, there were only two Indonesian restaurants, both of which eventually closed. One belonged to the late Mr. Christianto Wibisono.
I asked my Thai friends why there were so many Thai restaurants. They shared an interesting story. When Thai students prepared to study in the U.S., they were asked what they planned to do after graduation. Most said they wanted to work at big companies like Microsoft, Coca-Cola, IBM, or Citibank.
Government representatives then asked whether they would be interested in working at Thai restaurants. They were offered training, internships, stipends, and support to open Thai restaurants in the U.S. Out of dozens of students, one or two agreed.
Why was the government so serious about this? Because Thai restaurants served as outlets for Thai agricultural products in the U.S. Every day, planes carried Thai produce to America. Around Washington DC alone, there were 30 Thai restaurants—and many more in Europe and other countries.
Across the U.S., there are estimated to be more than 500 Thai restaurants.
Thailand effectively invaded the U.S. and other countries through food, under the concept of being the “Kitchen of the World.” This strategy gave Thai agriculture extraordinary added value and spread Thai cuisine globally.
The global kitchen movement bore fruit: the number of Thai restaurants worldwide grew from 5,500 in 2001 to 13,000 in 2008. Today, there are an estimated 20,000 Thai restaurants globally.
In 2001, the Thai government founded the Global Thai Restaurant Company, Ltd. to spearhead the establishment of thousands of Thai restaurants worldwide.
At least five ministries were directly involved—Foreign Affairs, Tourism, Education, Commerce (export promotion), and Health—alongside other institutions fully engaged in this gastrodiplomacy.
Thai culinary experts continued creating and refining new recipes to be served worldwide. With tens of thousands of restaurants abroad, the challenge extended to ensuring consistent quality.
The Thai government created standards and policies under the Division of Thai Export Promotion, which succeeded in preserving traditional flavors and promoting Thai cuisine globally. It also launched Thai Select, a certification for authentic, high-quality Thai restaurants abroad.
Criteria included operating for at least one year, open at least five days a week, certified by Visa or American Express, employing Thai chefs trained in Thai cuisine, using Thai ingredients and equipment, and offering at least six Thai dishes on the menu.
Food safety, packaging, preparation processes, and chef skills were also considered.
Investors were also encouraged. The government offered business models for different types of restaurants—from fast food to fine dining.
Soft loans were provided to Thai citizens wishing to start restaurants abroad. Visa facilitation was offered for chefs assigned overseas.
By 2024, the global Thai food market was valued at USD 9.00 billion.
It is projected to grow from USD 9.68 billion in 2025 to USD 16.46 billion in 2032, with a CAGR of 7.88%.
Thailand also positioned itself as a halal food hub in Southeast Asia. The Halal Science Centre at Chulalongkorn University developed the Halal Assurance, Liability-Quality System (HAL-Q), used by over 770 food factories and 7,000 restaurants, ensuring compliance with halal standards and allowing them to market products as halal.
Another impact of Thailand’s restaurant success has been tourism growth. Thailand ranks among the world’s most visited countries. In 2019, nearly 40 million international arrivals were recorded—surpassing Germany and the UK. In Asia, only China and Thailand made it into the world’s top ten most visited destinations.
A study titled “Consumer Behaviors of Foreign Tourists in Thailand on Thai Food” found a significant correlation between Thai restaurants worldwide and increased enthusiasm for visiting Thailand.
The story of Thailand’s Kitchen of the World offers a compelling example of government support, collaboration, and integrated coordination delivering significant economic impact. It is a lesson for how business-government collaboration in Indonesia could succeed—if taken seriously.
Collaboration must be a mantra for economic growth. It enables the government and business sector to pool resources and expertise, drive innovation and knowledge exchange, find solutions to challenges, and foster transparency and accountability across initiatives.