BANGKOK, Thailand – The Tourism Authority of Thailand has partnered with Tencent Video and WeTV to support the production of TASTEFUL THAILAND, a Chinese food documentary series that presents Thai cuisine through 10 ingredient-based travel routes across the country. The project has been initiated to broaden Thailand’s appeal among younger Chinese travelers through food-driven storytelling linked to culture and travel.
The series explores Thai culinary traditions by tracing key ingredients and regional flavors, connecting local food heritage with everyday life and tourism experiences. Each episode features Thai chefs alongside scenes of cultural sites and destinations, offering viewers insight into the diversity of Thai cuisine.
Directed by award-winning Chinese documentary filmmaker Chen Xiaoqing, the 10-episode series examines ingredients that define Thai cooking, from sticky rice in Chiang Mai and palm sugar in Phetchaburi to chili in Phuket and coconut milk in Surat Thani. Episodes run 10 to 15 minutes and are scheduled to air on December 20.
Distribution will take place through Tencent Video, which has more than 500 million users in China, and its affiliated social media channels. The series will also be available on WeTV, reaching audiences across Asia, Europe, the Americas, Africa, and the Middle East, with a combined user base of more than 160 million, largely composed of Gen Y and Gen Z viewers.
Promotional activities include teaser clips, interviews with the director, and behind-the-scenes content shared through platforms such as WeChat, Douyin, Weibo, and Xiaohongshu. Additional short features filmed on location will be released between December 2025 and March 2026 to extend online engagement. (NNT)
