The Tourism Authority of Thailand (TAT), ICONSIAM, True CJ Creations, and Ryoii Film have formeda strategic alliance to propel the Hidden Gem project, spotlighting the "5 Must-Do in Thailand" torevive Thai tourism and drive economic growth. This innovative initiative blends cutting-edge onlineand offline marketing strategies, using documentary films, digital platforms, and immersive foodfestivals. By doing so, it positions Thailand as a global cultural and culinary destination. Recently, theproject launched its official website (https://www.hiddengemseries.com/), a hub that celebrates thecountry's unique local cuisine and supports the success of the Hidden Gem documentary series,which has captured global attention through platforms like the Asian Food Network (AFN) on Discover Asia.
Ms. Ari Arijitsatien - Chief Executive Officer (CO) - True CJ Creations, stated, "Thai street food is
poised to become a global soft power phenomenon, representing the heart of Thai culture. Yet, many
local culinary treasures remain hidden from the world. The Hidden Gem project was born to shine a
light on these undiscovered gems, offering a seamless and captivating experience across digital and
real-world channels."
The Hidden Gem documentary series delves into the stories behind Thailand's most iconic and
lesser-known eateries, further brought to life through the Hidden Gem website?a comprehensiveguide
for travelers and food lovers to explore the unique tastes and traditions of Thailand. This year-
long initiative will culminate with the Hidden Gem Food Festivalat River Park, ICONSIAM, where Thai
food and culture take center stage.
Mr. Sung Hoon Jung,- Chief Executive Officer (CO) - True CJ Creations, added, "The Hidden
Gem series has garnered outstanding reviews across more than 60 countries, including Asia, Europe,
and Australia, airing on networks like Asian Food Network (AFN), Thema SAS, SBS Australia, and
Njam, and also on Thai Airways. With the launch of the Hidden Gem website, we aim to offer global
audiences an interactive and enriching way to discover the culinary and cultural stories that make
Thailand extraordinary."
The first season of the Hidden Gem series, co-produced by True CJ and Ryoii Film, includes six
compelling episodes: JOK ONE TABLE, TALES OF TRANG'S ROASTED PORK, MICHELIN
COTTON CANDY, JAII NOODLE 1953, MIDNIGHT STREET CHEF, and THE LAST FLAME OFBAMBOO STICKY RICE.
Airing from December 2023 to January 2024, the series set the stage for
the highly anticipated second season, coming soon.
Mr. Anurak Didtachaiyawong, Chief Executive Officer (CEO) of Ryoii Film, shared, "Hidden Gem is
more than just a culinary documentary series. It captures the struggles, triumphs, and life journeys of
restaurant owners, bringing to life the deep connections between food, culture, and history. Through
these stories, we aim to inspire global audiences with the richness of Thai culinary heritage."
TAT has aligned the Hidden Gem project with the government's '5 Must-Do in Thailand' initiative:
Must Eat (savoring local delicacies), Must See (embracing Thai culture), Must Seek (exploring hidden
destinations), Must Buy (supporting local craftsmanship), and Must Beat (celebrating Thai sports).
This strategy is designed to position Thailand as a global tourism powerhouse, showcasing its vibrant
culture and cuisine.
By combining an online platform, a documentary series, and immersive experiences, the Hidden
Gem project not only highlights Thailand's culinary excellence but also solidifies the country's
reputation as a top travel destination for local and international tourists. The initiative is expected to
generate significant revenue for food and tourism operators, hotels, restaurants, and businesses in
both major cities and lesser-known regions, driving sustainable economic growth.
The Hidden Gem Food Festival, a key highlight of the project, is set to take place in December 2024
at River Park, ICONSIAM. Mr. Supoj Chaiwatsirikul, Managing Director of ICONSIAM Co., Ltd., said,
"ICONSIAM has always been a leader in showcasing Thai culture to the world, firmly establishing
Thailand as a must-visit destination. Building on the great success of the Hidden Gem project, we
are confident that the Hidden Gem Food Festival will attract both Thai and international tourists,
offering them a true taste of Thailand's diverse and rich culinary heritage. This festival will not only
delight the senses but will also strengthen Thailand's reputation as a global hub for tourism, culture,
and cuisine. It provides an opportunity for local restaurant owners and businesses to shine on the
world stage."
"Our collaboration in supporting the Hidden Gem project marks a significant milestone in driving
Thailand's tourism and economic growth. We are committed to further developing Thailand's soft
power and '5 Must-Do in Thailand' strategy, elevating the country's image as a global tourism center."