Tokyo: A sensation across Asia! Royal Thai costumes and national sports team uniforms are featured on billboards in central Tokyo's economic district. The Ministry of Culture is pushing "CHUD THAI" towards the global stage, with a roadshow in Japan on September 17-18, before hoping for UNESCO's consideration in December to register it as an intangible cultural heritage.
According to Thai News Agency, reporters in Tokyo, Japan, reported that today, large billboards were displaying promotional material for the ceremonial attire of the Thai national athletes for the 2026 Asian Games in Nagoya, Japan. The attire was designed by the SIRIVANNAVARI brand under the concept of 'The Art of Unity,' with Her Royal Highness Princess Sirivannavari Nariratana Rajakanya, the creative director of the SIRIVANNAVARI brand, designing and modeling the collection. The billboards also featured images of Her Royal Highness Princess Sirivannavari Nariratana Rajakanya in central business districts such as Ginza, Shinjuku, and Shibuya.
Additionally, the billboard also features royal Thai costumes (CHUD THAI). The Ministry of Culture is preparing to hold the event 'CHUD THAI KNOWLEDGE, CRAFTSMANSHIP AND PRACTICES OF THE THAI NATIONAL COSTUME' on September 17-18, 2026, at the Hyokeikan Building, Tokyo National Museum, Japan.
On September 18th, Her Royal Highness Princess Sirivannavari Nariratana will preside over a fashion show showcasing "Royal Thai Costumes." Minister of Culture, Ms. Sabida Thaiseth, will attend the event to promote "Thai costumes" to the world. This event marks a significant milestone in the push for "Thai Costumes: Knowledge, Craftsmanship, and Practices in Wearing National Thai Costumes" to be considered for registration as an intangible cultural heritage by UNESCO in December 2026. This initiative is under the royal patronage of Her Royal Highness Princess Sirivannavari Nariratana, aiming to preserve, develop, and disseminate Thai cultural heritage, rooted in the significant royal endeavors of Her Majesty Queen Sirikit, the Queen Mother.