CEA and Phetchaburi Present the "Taste of Phed-Ri: Conveyor Belt Hot Pot" Exhibition Showcasing the UNESCO Creative City of Gastronomy

The Creative Economy Agency (Public Organization), or CEA, in collaboration with the Phetchaburi Provincial Office and the Phetchaburi Federation of Industries, recently hosted "Taste of Phed-Ri: Conveyor Belt Hot Pot" under the theme "Taste of Phed-Ri: Worth Showing Off." The event aims to reshape the image and perception of Phetchaburi's local cuisine while reinforcing the region's culinary strengths for both locals and visitors. It also seeks to highlight and add value to local delicacies, creating economic significance and opportunities, and driving Phetchaburi forward as a UNESCO Creative City of Gastronomy. The event will take place from 18-22 September 2024, at Yuan Yuan Conveyor Belt Mala Sukiyaki, Cable Car Building, Phra Nakhon Khiri, Phetchaburi Province.

Mr. Nattachai Namphoolsuksan, Governor of Phetchaburi Province, stated, "Many people probably know Phetchaburi as the "City of Three Flavors," featuring the sour taste from lime, the sweetness from palm sugar, and the saltiness from sea salt. However, Phetchaburi offers more than just these three tastes; there are many other flavors that people may not be aware of, all stemming from high-quality ingredients and diverse culinary knowledge passed down through generations. Today's exhibition is designed to present and tell the unique story of "Taste of Phed-Ri" through the local lifestyle, with 7 newly created dishes reflecting the charm of Phetchaburi's culinary culture and highlighting the variety and quality of ingredients sourced from all 8 districts of Phetchaburi. These are treasures that hold great potential for expanding and elevating Phetchaburi's food industry in a sustainable way. This aligns with Phetchaburi's designation as a UNESCO Creative City of Gastronomy since 2021."

"I would like to thank the Creative Economy Agency (CEA) for their role in promoting and supporting the development of the "Taste of Phed-Ri" identity, which is a significant step toward reshaping the image of Phetchaburi's local cuisine. This initiative also creates value through collaborations with various sectors, including the government, private sector, educational institutions, and local communities, all while preserving and promoting Phetchaburi's unique identity."

Mr. Pichit Virankabutra, Deputy Director of CEA, shared that "CEA is committed to promoting all of Thailand's UNESCO Creative Cities, including Phetchaburi. This year, we collaborated with the Phetchaburi Provincial Office and the Phetchaburi Federation of Industries to organize the immersive exhibition "Taste of Phed-Ri: Conveyor Belt Hot Pot," under the theme "Taste of Phed-Ri: Worth Showing Off." This event aims to enhance Phetchaburi's culinary identity through the "Taste of Phed-Ri" concept. The exhibition showcases the distinct qualities and diversity of Phetchaburi's ingredients and local culinary wisdom by creatively presenting them within a modern dining experience. Participants can explore the province's food culture as if traveling through it via its cuisine, all while instilling a sense of local pride. Additionally, it brings attention to Phetchaburi's culinary strengths, offering the public an opportunity to discover and leverage these "gems" for value creation and economic growth."

The exhibition "Taste of Phed-Ri: Conveyor Belt Hot Pot" in the theme "Taste of Phed-Ri: Worth Showing Off" is the first of its kind to showcase creative gastronomy with dishes served via a conveyor belt. Participants can immerse themselves in the experience by tasting, exploring ingredients, and learning about the history and local cuisine of Phetchaburi.

The "Taste of Phed-Ri: Worth Showing Off" concept is presented through four key aspects.

"Show off Our Pride" - Highlighting the geographical treasures and variety of local ingredients such as palm sugar, sea salt, lime, Karen chili, and fresh seafood.

"Show off Our Skill" - Showcasing the diverse culinary wisdom and cooking techniques passed down through generations, influenced by the Thai, Chinese, Muslim, and Mon communities.

"Show off Our Smart" - Leveraging traditional culinary assets by using local ingredients to craft modern and creative dishes that cater to the tastes of the younger generation.

"Show off Our Wealth" - Ultimately, all three aspects create economic value by presenting the highlights of Phetchaburi food in a new way. This transforms the perspective on Phetchaburi cuisine, building upon cultural value and reinforcing the city's status as a UNESCO Creative City of Gastronomy. By doing so, it will generate income for the community and open opportunities to enter the international market, focusing on adding value to local food and unique ingredients.

The "Taste of Phed-Ri: Conveyor Belt Hot Pot" exhibition presents two main activities:

Experience "Taste of Phed-Ri: Conveyor Belt Hot Pot" Concept Activity: Presenting seven menus created by Chef Peugeot - Kitnarong Chanpluak, owner of Run Juan Jai restaurant, and Pear - Pimlada Chaipreechawit, food curator and owner of the Facebook page Pear Is Hungry. The dishes reflect the eating style of the Phetchaburi people and the "Taste of Phed-Ri" beyond just three flavors. Each menu utilizes high-quality gems of local ingredients.

The "Taste of Phed-Ri: Conveyor Belt Hot Pot" exhibition: This exhibition showcases information and sources for high-quality ingredients from Phetchaburi, used to create the seven featured dishes. Entrepreneurs and interested individuals can utilize these ingredients to expand their own food businesses. By connecting local producers with investors, the exhibition aims to develop these ingredients and dishes into "signature products" of Phetchaburi, positioning the province as a global culinary hub. This initiative promotes the creative economy and fosters a sustainable food ecosystem in Phetchaburi, laying a foundation for driving the future growth of the province's food industry and cultural heritage.

"We sincerely hope that the "Taste of Phed-Ri: Conveyor Belt Hot Pot" exhibition will be a key driver in advancing Phetchaburi, a UNESCO Creative City of Gastronomy, along its culinary path. This event aims to benefit the local food ecosystem and serve as a starting point for sustainable growth in Phetchaburi's food industry. It also encourages local people to recognize the value of their culinary heritage and wisdom passed down through generations, preserving these traditions while building upon them to create value and opportunities in the future," Mr. Pichit concluded.