Central Group, Thailand’s leading retail and hospitality conglomerate with a presence spanning Southeast Asia and Europe, has partnered with the Tourism Authority of Thailand (TAT) to bring the essence of Thai culture and culinary heritage to the international stage. The collaboration culminated in the Amazing Thailand Fest 2026 (The Wholesome Taste of Thai), held in conjunction with ITB Berlin 2026, the world’s largest travel trade show. The initiative reflects the power of public-private partnership in leveraging a global business network as a platform to share Thailand’s cultural identity, introduce the world to the depth of Thai cuisine, and elevate Thailand’s profile among high-quality travelers worldwide.

The Amazing Thailand Fest 2026 (The Wholesome Taste of Thai) was divided into two landmark activations, transforming KaDeWe, one of Berlin’s most iconic luxury department stores, into an immersive celebration of Thai identity.

First, Amazing Thailand Brand Takeover during 2–14 March 2026

The exterior of KaDeWe was transformed with oversized banners across the building’s facade and ten window displays along one of Berlin’s most prominent boulevards. The installations told the story of Thailand’s diverse regional culinary traditions from five regions, alongside Thailand’s natural landscapes, architectural heritage, and contemporary craftsmanship, powerfully communicating Thailand’s strengths in gastronomy and wellness to an international audience.

The activation also collaborates with key Thai private sector partners, including Thailand Privilege Card Company Limited and Good Goods – a Thai lifestyle brand that works together with local communities to transform local wisdom into contemporary products. It is deeply committed to promoting cultural heritage, bringing joy to the Thai artisan community, and sustainably preserving the environment under Central Tham Social Enterprise, which reinvests all proceeds into the communities.

Good Goods curated a specially designed window display at KaDeWe Berlin, introducing the world to the artistry of Thai craftsmanship through a refined contemporary lens. The showcase featured a newly developed collection of handcrafted pieces from local communities – including redesigned sedge mats from Surin Province, developed in collaboration with the Chaipattana Foundation, and woven textile bags from the Namuensri community in Trang Province. Presented for the first time globally, the collection was brought to life through window styling that blended handwoven silk and natural materials to create an atmosphere of understated Thai luxury.

Second, Cultural Showcase & Thai Culinary Demonstrations during 5–7 March 2026

On the sixth floor of KaDeWe, guests were invited to experience the sights, flavors, and spirit of Thailand through live Thai culinary demonstrations and cultural performances. The programming seamlessly wove together Thai cuisine with destination storytelling, bridging the journey from “taste” to “travel” and inspiring real journeys to Thailand. Attendees also received exclusive commemorative gifts – elephant dolls from Good Goods.

Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand, said:

“Europe is a high-value, strategically important market for Thailand. Partnering with Central Group gives us a powerful opportunity to amplify awareness of Thailand’s cultural identity and tourism potential among travelers who seek meaningful, quality experiences. Timing this activation alongside ITB Berlin 2026 further amplifies our international reach and inspires real travel to Thailand. TAT believes that this model of public-private collaboration will be instrumental in sustaining long-haul market growth and reinforcing Thailand’s position as a world-class destination that delivers truly holistic experiences.”

Pichai Chirathivat, Executive Director of Central Group, said:

“Central Group was born in Thailand and has grown to become a global enterprise. Our expansion is not simply about broadening business reach, but it is also about carrying the soul of Thailand to the world.

Our retail platforms in Europe are not merely commercial spaces, and they are stages on which Thailand’s stories can be told with grace, culture, craftsmanship, and the warmth of people.

Seeing Thailand represented at one of the world’s most iconic luxury destinations is not only a reflection of Central Group’s growth – it is a source of immense pride that we have played a part in presenting Thailand to the world with dignity. It stands as a testament to the tangible role the Thai private sector can play in advancing national strategy. We hope this collaboration marks the beginning of a sustained journey to bring Thailand further onto the world stage.”

Central Group remains committed to serving as a proud ambassador of Thailand on the world stage, sharing its stories, culture, and values with international audiences, and championing Thailand’s growth as a globally recognized destination of enduring significance.