KTC Builds Strategic Bridge of Partnership to Drive K-Food Soft Power into Meaningful Journeys
Krungthai Card Public Company Limited (KTC), in partnership with the Korea Tourism Organization (KTO) and the Economic Reporters Association of Thailand (ECONMASS), hosted ‘K-Taste Press & Plate’ in Bangkok. The initiative highlights Korean cuisine (K-Food) as a powerful form of Soft Power that not only shapes global culture but also generates tangible economic and tourism value for South Korea.
Korean Cuisine as a Cultural Connector
Mr. Kim Jong-hoon, Acting Executive Vice President of the International Tourism Division at KTO, noted that more than 323,000 Thai visitors traveled to South Korea in 2024, underscoring the growing influence of K-Culture—from K-Dramas and K-Pop to K-Food. Korean food is more than a culinary delight; it is a cultural ambassador. With four distinct seasons shaping ingredients and local specialties, food tourism has become a defining part of the Korean experience. He added that KTO has identified 33 iconic regional dishes to further enrich culinary tourism.
Food as a Living Chronicle
Mr. Kunakorn Wanichwirun, an independent scholar and expert in world history and geopolitics, emphasized that Korean cuisine embodies ‘creativity woven through centuries’ reflecting both geography and history. Every dish reflects layers of history—kimchi born from early agricultural societies as a means of survival through harsh winters; kimbap reflecting daily life and family bonds; and post-war recipes symbolizing adaptation to a changing world. Understanding these origins transforms dining into a living experience of history, and deepens the value of cultural tourism.
Partnerships Elevating Purposeful Travel
Ms. Janejit Ladpli, Head of Public and Corporate Affairs Division (KTC) noted that modern travelers seek more than sightseeing—they seek ‘Experience with Purpose’, inspired by culture, personal values, and individual interests. KTC’s strength lies in acting as a connector across industries—public, private, and professional associations—to co-create programs that deliver impact beyond what any single player can achieve. This partnership with KTO and ECONMASS goes beyond promoting K-Food; it’s about catalyzing Soft Power through an integrated lens of economy, tourism, and media—underscoring KTC’s ability to work with leading thought-leaders to inspire lasting experiences.
Media as a Catalyst
Ms. Duangporn Udomthip, President of ECONMASS, added that the collaboration sets a benchmark for business–media partnerships. This event not only broadens journalists’ perspectives on the interplay of economy and tourism, but also sparks new ideas and opportunities for storytelling, careers, and entrepreneurship.
Event Highlights
The event, held at Market Café, Hyatt Regency Bangkok Sukhumvit, featured historical storytelling and a hands-on culinary workshop led by the hotel’s Head Chef, where participants created traditional kimchi and palace-style kimbap—immersing Thai economic journalists in a uniquely Korean cultural experience.
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