Frankfurt: The Department of International Trade Promotion (DITP) successfully brought the renowned Muay Thai fighter Buakaw Banchamek to Europe, where tens of thousands gathered to witness the art of Muay Thai in action. The events, held in Germany and Switzerland, aimed to elevate Thai soft power through cultural exchange and brand promotion.
According to Thai News Agency, the DITP organized the Muay Thai Festival activities to boost the international profile of Thai culture, featuring Buakaw Banchamek as the main attraction. The events not only drew massive crowds but also promoted Thai SELECT restaurants, enhancing the global perception of Thai cuisine.
Ms. Sunanta Kangwalkulkit, Director-General of the DITP, revealed her directive for commercial attach©s worldwide to expedite market expansion for Thai products and services, aligning with the strategic goals set by Deputy Prime Minister and Minister of Commerce, Ms. Supajee Suthamphan. A report from Ms. Jeeranun Hiranyasamrit, Director of the Thai Trade Center in Frankfurt, highlighted the successful outcomes of the European Muay Thai Festival held on June 20-21, 2026, in Germany and Switzerland.
The festival included two "Muay Thai Master Class with Buakaw Banchamek" sessions, one in Zurich with 258 attendees and another in Frankfurt with 272 participants. These sessions, held on consecutive days, were complemented by a Thai boxing-themed merchandise showcase and promotions for Thai food, particularly Thai SELECT restaurants. The events were shared online, reaching over 30,000 viewers and furthering the global appeal of Muay Thai.
Additionally, the Muay Thai @Thai Festival in Frankfurt's city center on June 21, 2026, featured Buakaw Banchamek demonstrating Muay Thai techniques and engaging the audience in skill practice sessions. This event alone drew over 20,000 views online, with more than 8,500 views of the shared images. A press interview with Buakaw, conducted at the Thai Trade Center in Frankfurt, further promoted Muay Thai and the DITP's initiatives, amassing 7,500 views.
The events have significantly contributed to the growing popularity of Muay Thai in Europe, paving the way for future market expansions and online business matching opportunities for Muay Thai-related products and services.