Bangkok: The Tourism Authority of Thailand (TAT) reinforces its commitment to using creativity to drive Thai tourism and the economy. On August 14, 2026, Ms. Parichat Boonklay, Director of Marketing Services and TAT's representative, participated in the opening ceremony of "Character Fest Thailand 2nd Edition" at CentralWorld. She also joined a panel discussion on the crucial role of Thai characters in building brand recognition and enhancing the country's competitiveness on the international tourism stage.
According to Thai News Agency, the panel discussion delved into the potential of the character industry as a key tool for driving the creative economy and modern tourism. It emphasized approaches to developing Thai characters that can overcome language and cultural barriers, allowing for friendly and universal communication. Additionally, the discussion highlighted the importance of reflecting contemporary Thai identity by conveying the charm and culture of Thailand in an accessible and uncomplicated format.
The event, scheduled to take place from August 14-17, 2026, at CentralWorld, serves as a platform for Thai creators to showcase their design potential. This year's edition features a "Pop Star Party" theme, bringing together popular mascots and characters to create a lively atmosphere filled with smiles and fun for both Thai and international attendees.
The festival is not only a celebration but also a mechanism for connecting culture with the creative industries, helping to create real added economic value. Promoting Thai characters to grow tangibly is seen as an important step in exporting Thailand's soft power, establishing them as a modern, powerful identity that sustainably captures the hearts of people globally.