Thailand is looking to expand its export market for lifestyle products as a way to showcase local identity and promote the country’s soft power on the international stage. The recent opening of “STYLE Bangkok 2024”, the largest international trade fair for lifestyle and fashion products, has provided an opportunity for Thai businesses to engage in trade negotiations and form partnerships with international counterparts.
Prime Minister Srettha Thavisin has expressed his support for this initiative, which aims to highlight the capabilities of new-generation small and medium-sized enterprises (SMEs) in Thailand. The event, organised by the Department of International Trade Promotion (DITP) in collaboration with the Board of Trade, serves as a platform to showcase the potential of Thai soft power and the country’s dynamic design and manufacturing landscape.
The lifestyle product and fashion industry significantly contributes to Thailand’s economy, with SMEs representing over 90% of industry entrepreneurs and providing employment to more than 2 million people. Thai exports of lifestyle and fashion products are well-regarded internationally for their quality, craftsmanship, use of eco-friendly materials, and distinctive Thai designs that cater to evolving global trends.
“STYLE Bangkok 2024” not only provides a platform for local craftsmen, designers, and SMEs to enhance their competitiveness in global markets, but also aligns with the national agenda of promoting inclusive and sustainable economic and social development.
One of the event’s highlights is the Pha Thai Sai Hai Sanook pavilion, an initiative of Her Royal Highness Princess Sirivannavari Nariratana Rajakanya. The pavilion aims to promote sustainability and improve the quality of life for Thais by showcasing apparel and textile products from local producers to the global market.
In a related development, several memorandums of understanding were signed to enhance the quality of life of local weavers, further demonstrating the commitment to sustainable economic development.
With an expected trading value of at least 1.6 billion baht, “STYLE Bangkok 2024” is anticipated to accelerate export volumes and create added value for the industry. The event, which will run from March 20-24 at the Queen Sirikit National Convention Center, is poised to drive the export revenues of lifestyle and fashion products beyond 323 billion baht in 2024, according to the DITP.
Overall, Thailand’s efforts to promote lifestyle products as a key export highlight the country’s commitment to leveraging its unique cultural and design strengths as a means to drive economic growth and garner international recognition.
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