SONGKHLA, Thailand: 3 August 2026: The Tourism Authority of Thailand (TAT), Thailand Gastronomy Network and HUG — Hatyai University Gastronomy Lab will invite international audiences into a live culinary exchange on 5 August, using curry pastes, local stories and shared Asian ingredients to spotlight Songkhla as an emerging gastronomy destination.
The inaugural World Kitchen of Spices: Thailand × Indonesia will stream live from Songkhla, connecting chefs, educators, tourism professionals, students, entrepreneurs and food lovers in Thailand, Indonesia, Hong Kong and beyond. Participants can cook along or join in a Watch & Learn format.
The Hong Kong Polytechnic University will join the World Kitchen Club livestream as a programme partner, represented by Chef Samantha Tam, Instructor at its School of Hotel and Tourism Management.
A live platform for Thai culture and destination storytelling
The livestream will also mark the official launch of The Bold Flavour | Tam Rot Songkhla, a destination campaign jointly driven by TAT, the Thailand Gastronomy Network and HUG. The campaign invites travellers to experience Songkhla through its ingredients, communities, culinary traditions and creative food culture while giving local hosts a stronger platform to reach international audiences.
Led by Asst. Prof Dr Jutamas “Jan” Wisansing, Founder and President of the Thailand Gastronomy Network and Strategic Lead of HUG, the programme will compare Southern Thai curry paste with Indonesia’s rempah and sambal traditions. Rather than following a recipe-first cooking-show format, it will explore how place, trade, migration, belief and family memory shape the meaning of food.
“Thailand and Indonesia share centuries of culinary exchange through spices, trade and culture,” said Indonesia Gastronomy Network President Vita Datau. “The World Kitchen of Spices opens a new platform for cultural diplomacy, learning and collaboration that celebrates our shared heritage while respecting our unique identities.”
Turning food heritage into visitor value
The initiative builds on Songkhla’s THB 50.66 billion visitor economy in 2025, generated by 6,968,599 visitor trips, according to preliminary data from the Ministry of Tourism and Sports. In the first half of 2026, the province recorded THB27.51 billion from 3,841,886 visitor trips. International visitors represented 52.5% of trips and generated THB 15.09 billion.
At the heart of The Bold Flavour is a network of 47 Founding Gastronomy Experience Designers, including chefs, farmers, artisans, producers, community enterprises, cafés, local businesses and cultural hosts. Their prototypes span lagoon and coastal food journeys, halal gastronomy, heritage cafés, traditional recipes, artisan products, community dining and local beverage culture.
HUG will shortlist and refine 10 to 15 Signature Gastronomy Experiences with clearer propositions, pricing and tools that connect local hosts with buyers. The aim is to increase value per trip and retain more visitor spending among local producers, farmers, chefs, craftspeople and communities.
Explore the 47 designer and prototype experience profiles in The Bold Flavour | Songkhla Experience Collection.
“HUG is more than a laboratory; it is a living platform where research meets communities, creativity meets culture, and local knowledge becomes meaningful visitor experiences,” Dr Wisansing said. “Through Kitchen Club, The Bold Flavour and our network of gastronomy experience designers, we aim to position Songkhla as a living classroom and international meeting place for gastronomy innovation, where local flavours inspire global conversations.”
Regional partners extend the story
The Indonesia Gastronomy Network is the initiative’s strategic partner. The Hong Kong Polytechnic University joins as a program partner, while the World Tourism Association for Culture and Heritage and the Responsible Tourism Development Academy are supporting partners.
Krungthai Card Public Company Limited (KTC) is the campaign’s privilege partner, helping turn campaign interest into travel planning and local spending through participating Songkhla restaurants. View KTC Songkhla dining privileges.
Recorded content will support future educational resources, recipes, ingredient guides and cross-cultural learning. Future World Kitchen editions may explore fermentation, rice cultures, coffee and tea, honey and terroir, halal kitchens, coastal ingredients and wellness traditions.
Event details
Programme: Kitchen Club by TGN presents Let’s Cook The Place – #SongkhlaEdition Featuring The World Kitchen of Spices: Thailand × Indonesia
Date: 5 August 2026
Time: 1330–1445 Thailand time (UTC+7)
Format: Live interactive experience via Zoom
Broadcast hub: HUG – Hatyai University Gastronomy Lab, Songkhla
Participation: Choose Cook Along or Watch & Learn
Registered participants will receive a World Kitchen e-booklet, exclusive recipes, an ingredient guide and live Zoom access.
Register: https://forms.gle/RHbPt766AY5QMbBM9
Website: Thailand Gastronomy Network
