Thailand made a significant return to the culinary spotlight at the Salón Gourmets 2025, held from April 7 to April 10 at the IFEMA Madrid exhibition center in Spain. This premier food and beverage trade show is the largest of its kind in Europe, and Thailand's booth garnered widespread attention for its unique concepts and appealing products. The vibrant atmosphere attracted over 12,000 visitors, including global entrepreneurs, renowned chefs, media representatives, influencers, and food enthusiasts.
According to the Department of International Trade Promotion (DITP), this year's participation marked a notable comeback for Thailand, which last attended the event in 2019. The Thai booth was strategically placed in the VIP area, welcoming distinguished guests such as representatives from the Ministry of Agriculture, led by Patcharamon Trakultivakorn, the DITP director in Madrid. This positioning underscored Thailand's commitment to enhancing its global trade presence.
The booth featured the theme "SABORES DE TAILANDIA" or "Discover the Flavors of Thailand," showcasing products from 38 award-winning Thai exporters recognized by the Prime Minister's Export Award. The event included various activities designed to stimulate interest in Thai cuisine, including cooking demonstrations and informative talks aimed at promoting Thai products in the Spanish market.
One of the major highlights was the Thai Show Cooking & Tasting sessions, where chefs from Thai SELECT restaurants in Spain and award-winning establishments prepared authentic Thai dishes. Over the four days, attendees experienced the preparation of traditional recipes and sampled a variety of dishes, such as Pad Thai, Pomelo Salad, and Massaman Curry. The response was overwhelmingly positive, with long queues forming as visitors eagerly awaited their turn to taste the offerings.
In addition to culinary demonstrations, experts led discussions on essential Thai ingredients, including rice, curry pastes, and sauces. Notable speakers included Piyapan Watthanathirak and Anchana Suplachai, who shared insights into Thai culinary practices and the unique flavors that define Thai cuisine. This initiative aimed to educate the audience and foster new business opportunities in the European market.
The PM Award Showcase featured a diverse array of products, including sauces, snacks, and beverages, all of which exemplified quality and innovation. The showcased brands included well-known names such as AROY D, CHAOKOH, and SINGHA, among others. Attendees could access product information through QR codes and booklets available in Spanish, ensuring that potential buyers had the resources they needed to explore Thai products further.
Moreover, the event incorporated an immersive dining experience, designed by Silpin, which engaged all five senses to enhance the appreciation of Thai cuisine. This unique approach not only showcased the flavors but also highlighted the cultural narrative behind each dish, creating a memorable experience for all participants.
The positive reception of Thai cuisine at Salón Gourmets 2025 is expected to yield tangible commercial results, as Thai producers engaged in fruitful discussions with potential clients from Europe. The event served as a platform for Thai businesses to establish connections and expand their market reach, aligning with Thailand's broader goal of using food as a tool for cultural diplomacy.
As part of its strategic efforts, Thailand aims to educate the market and drive demand for Thai products in Europe, where awareness of Thai ingredients remains moderate. Diego Macías, the director of food and beverage at The Oriental – Tenerife, expressed his enthusiasm about participating in the event. He noted, "This platform beautifully showcases Thai cuisine and culture, allowing visitors to gain a deeper understanding of our flavors and ingredients." His restaurant, located in a five-star hotel in the Canary Islands, benefited from the exposure, highlighting the seamless promotion of both Thai and local Spanish culinary traditions.
Another significant achievement was the promotion of the Thai SELECT symbol, which certifies the quality of Thai restaurants and products. The positive feedback received from chefs, food critics, and media representatives reinforced the competitive potential of Thai cuisine in the global market.
This year's Salón Gourmets marks the 38th edition of the event, featuring 2,097 exhibitors from various countries, including Spain, Portugal, the United States, Japan, and Italy. The event attracted 117,969 visitors, showcasing over 55,000 products and generating an estimated business value of 250 million euros.
In addition to the extensive trade opportunities, the event also focused on sustainability and innovation, showcasing high-quality organic products and environmentally friendly goods. The Hosted Buyers Program invited 252 international buyers, facilitating over 5,000 business matching sessions aimed at promoting efficient international trade networks.
The successful participation of Thailand in Salón Gourmets 2025 was made possible through collaboration with various stakeholders, including the Thai Embassy in Madrid and local Thai communities. This project not only benefits the participants but also enhances Thailand's international trade image, paving the way for future opportunities.
In conclusion, Thailand's remarkable presence at Salón Gourmets 2025 underscores its commitment to promoting its culinary heritage and fostering international trade relationships. The event showcased the rich flavors and cultural significance of Thai cuisine, reinforcing its status as a vital player in the global food market.
