The Department of Industrial Promotion (DIPROM) has joined forces with its network and partners to announce the upcoming not-to-be-missed event, "CRAFT DRINK by DIPROM", under the theme "The Science and Art of Thai Beverages, Brewing from Local to Global". The event aims to provide an exclusive platform for entrepreneurs and enthusiasts of Thai beverages - such as cocoa, coffee, and local spirit - from across the country to showcase their talents and share knowledge, ideas, and innovations. This event will feature over 120 local breweries and vendors and allow them to present a wide variety of Thai beverages and products with unique characteristics. Highlights include Cocoarista and Speed Latte Art competitions, creations of special menus by renowned baristas, and mini concerts by popular Thai singers. "CRAFT DRINK by DIPROM" will be held from September 5 - 10, 2024, at the centralwOrld shopping center. It is expected to attract more than 300,000 attendees and generate an economic impact of over 140 million baht.
Mr. Passakorn Chairat, Director-General of the Department of Industrial Promotion (DIPROM), stated that DIPROM has recognized and pursued the government's policy to accelerate the promotion of Thailand's soft power to grow the economy. The focus is on leveraging creativity, enhancing Thai identity, and increasing economic value. The goal is to build trust and awareness for Thai beverage brands and promote Thai culture. Thailand is rich in natural resources and local raw materials. However, many farmers still have limited income because they lack sufficient supplies to turn fresh produces into processed foods which bear higher values. Therefore, the Ministry of Industry, led by Minister Pimphattra Wichaikul, has implemented policies to promote new economic crops and encourage the processing of raw materials into high-value, industrial products. Perfect examples for such crops are cocoa and coffee which are consumed in many forms and has always have high global demands. Thailand, as an abundant, tropical nation, is suitable for growing cocoa and in most regions. Additionally, the coffee business is rapidly expanding, with coffee being a significant economic crop that can add value throughout the supply chain. Furthermore, following the Cabinet meeting on January 2, 2024, Thailand has eased restrictions on local spirits-making by restructuring the tax system for local alcoholic drinks and spirits, to encourage more domestic spending by Thai people and tourists. Consequently, DIPROM has been tasked with accelerating the promotion for entrepreneurs to advance and develop Thailand's key economic crops for the future through supporting innovations of creative foods and beverages.
Mr. Passakorn mentioned that, in response to the current global situation, the Department of Industrial Promotion (DIPROM) is moving forward with the policy "RESHAPE THE FUTURE: World changes, Industry shifts for the grip of Future". This initiative aims at enhancing the capabilities of Thai beverage entrepreneurs, breweries, and community enterprises, such as those producing cocoa, coffee, and local spirits, from upstream to downstream, to help them grow internationally and prepare for future changes. As a result, this has led to the creation of the first-of-its-kind event " The Science and Art of Thai Beverages, Brewing from Local to Global", a creative and collaborative effort between various public and private sector agencies. The event acts as a platform for entrepreneurs to showcase their unique Thai beverages and drinks from all regions of Thailand, including coffee, cocoa, and local spirits. The event will feature more than 120 booths showcasing and selling products from selected community entrepreneurs and brewers nationwide. Highlights include competitions such as the DIPROM Stars Local Spirits Contest, the Speed Latte Art DIPROM Contest, and the Cocoarista DIPROM Contest, with a total prize of over 40,000 baht. There will also be free services for business consultations and loans to entrepreneurs, as well as special drink creations from top bartenders using local spirits. Visitors can enjoy free tastings and participating in demonstrations of Thai coffee and cocoa by top baristas, along with mini concerts from leading singers who will bring a vibrant atmosphere to the event. Many other entertainment activities will also aim at distributing income and create added economic value at the community level. The event will take place over 6 days, from September 5-10, 2024, from 10:00 AM to 10:00 PM at the centralwOrld shopping center, and is expected to attract over 300,000 visitors and generate more than 140 million baht in economic value. For more information, please contact the Department of Industrial Promotion (DIPROM) Tel. 0 2430 6860 or visit www.diprom.go.th.
Mr. Paitoon Kratoknok, an entrepreneur representative from Cocoa Farm, stated that as a producer of cocoa bean-based products, he sees the Thai cocoa market growing rapidly with high potential. The quality of Thai cocoa beans has been recognized globally, ranking among the Top 50 best cocoa beans in the world, making Thai cocoa increasingly in demand worldwide. Furthermore, cocoa and craft chocolate are popular ingredients among people of all ages. Despite the rising prices, as cocoa cannot be grown in every country, Thailand's geography is suitable for cocoa cultivation, providing further opportunities for growth in the global market. If the quality continues to improve, Thai cocoa and craft chocolate industry could become a significant food-related "Soft Power," generating substantial revenue for the country. At the same time, the Thai Trade Association of Cacao and Chocolate (TACCO) is promoting the sharing of production knowledge to farmers, presenting both opportunities and challenges within the industry. DIPROM has been supporting knowledge development in standards and productivity improvements for cocoa production through agricultural technology and Smart Farming, such as using IoT to generate data, measure, and display real-time results during the cocoa bean fermentation process.
Ms. Lalida Sithipruthanon, a representative of OMNiA Cafe & Roastery in Chiang Mai, said that Thai coffee industry is expected to continue growing, particularly as the ability to increase high-quality coffee production is enhanced alongside the creation of a variety of products to meet the demands of coffee lovers who enjoy experimenting new flavors. By focusing on quality and creativity, the competitiveness of Thai coffee industry in the global market will be strengthened. This will also attract different customer groups seeking unique coffee experiences. The coffee industry has received support from DIPROM to elevate the coffee sector, especially in northern part of Thailand, where a fully integrated coffee business ecosystem is being developed. This is particularly true for the specialty coffee bean segment, which is gaining popularity in response to the growth of the beverage business and tourism in the northern region. Additionally, younger consumers and the rising culture of specialty coffee consumption are contributing to this growth. This collaboration includes support in production technology, product quality development, marketing promotion, and enhancing international competitiveness. Furthermore, training and consultations are being offered to create business opportunities and accommodate the expected expansion of the Thai coffee bean market this year.