PRIME Minister Paetongtarn Shinawatra has begun a five-day official visit to the United Kingdom and Monaco from May 21 to 25, accompanied by a delegation from the Ministry of Commerce, the Ministry of Tourism and Sports, and other government agencies. The trip seeks to expand trade opportunities in the European Union, increase international market access for Thai products, and promote Thailand’s soft power through food, sport, and tourism.
Upon arrival in London, the Prime Minister is scheduled to launch the revamped Thai SELECT certification, which promotes high-quality Thai cuisine abroad. The event will feature Thai food products, tropical fruits, jasmine rice, traditional Thai massage, tourism promotions, and Muay Thai demonstrations. She will also meet representatives of Thai businesses and major UK importers to explore ways to increase the value of Thai food exports across Europe.
During her visit, Paetongtarn will present Thai SELECT certificates to 115 restaurants that meet the programme’s standards and hold discussions with Thai entrepreneurs to hear their suggestions and concerns. The Prime Minister is also scheduled to visit a well-known Muay Thai gym in London, Fight City Gym at Moorgate, to discuss bilateral sports cooperation, including the possibility of certifying Thai trainers and coaches overseas.
On May 22, Paetongtarn will attend a promotional event at Wing Yip Superstore, one of the UK’s largest importers of Asian food, with more than 1,000 products from Thailand. She will also meet with the Tourism Authority of Thailand’s regional director for Europe to exchange views on how to better attract modern travellers through cultural tourism.
The trip will conclude with a visit to Monaco on May 23, where the Prime Minister is scheduled to meet Formula 1 executives to discuss the potential of hosting a city-circuit Grand Prix in Thailand. She will later attend the Monaco Grand Prix, using the event to engage with senior executives and strengthen Thailand’s international profile through sport, tourism, trade, and cultural exchange.
Arrival and Strategic Objectives
The Prime Minister’s delegation touched down at London’s Heathrow Airport at 10:00 AM local time on Wednesday, marking the beginning of an intensive diplomatic schedule designed to strengthen bilateral relations between Thailand and the United Kingdom. The carefully orchestrated visit brings together senior officials from multiple Thai government departments, including representatives from the Commerce Ministry, Tourism and Sports Ministry, and the Board of Investment (BOI), as explained by government spokesperson Jirayu Huangsab.
This multi-ministry approach reflects Thailand’s comprehensive strategy to leverage various sectors simultaneously, creating synergies between cultural promotion, sports development, and trade expansion. The delegation’s composition demonstrates how contemporary international relations require coordination across different governmental departments to maximize diplomatic impact.
Muay Thai as Cultural Diplomacy
At 2:45 PM, the Prime Minister engaged in discussions at Fight City Gym in Moorgate, London, meeting with gym owners, executives, and trainers who have become ambassadors for Thailand’s national sport. This engagement represents more than a courtesy visit; it exemplifies how traditional martial arts can serve as powerful vehicles for cultural diplomacy and economic development.
The presence of Pimol Srivikorn, President of the National Olympic Committee of Thailand, alongside other officials, underscores the government’s serious commitment to positioning Muay Thai as a cornerstone of Thailand’s soft power strategy. These discussions focused on creating innovative business opportunities while advancing Thailand’s cultural presence through sports promotion globally.
The strategic importance of this initiative cannot be overstated. Muay Thai serves as an authentic cultural product that naturally generates interest in Thailand’s broader cultural offerings, from cuisine to tourism destinations. By supporting international Muay Thai communities, Thailand creates sustainable networks of cultural ambassadors who promote the country’s values and traditions organically.
Economic Partnerships and Agricultural Expansion
The Prime Minister’s afternoon schedule included a significant commercial engagement at Wing Yip Superstore in Cricklewood, London, at 4:45 PM. This meeting represents a crucial component of Thailand’s economic diplomacy, focusing specifically on expanding market access for Thai agricultural and food products within the UK market.
Wing Yip Superstore operates as one of the United Kingdom’s largest Asian retail chains, currently stocking over 4,500 Asian products, with more than 1,000 items sourced directly from Thailand. This existing relationship provides an excellent foundation for expansion, particularly in fresh and processed Thai fruit categories, which represent significant growth opportunities for Thai agricultural exporters.
The discussions with Wing Yip executives about increasing imports of Thai food products demonstrate Thailand’s strategic approach to building upon established commercial relationships. Rather than attempting to create entirely new distribution networks, Thailand is working to deepen existing partnerships that have already proven successful in introducing Thai products to UK consumers.
Soft Power Strategy in Practice
Thailand’s soft power initiative represents a sophisticated understanding of how cultural influence translates into economic opportunities and diplomatic advantages. By promoting Muay Thai internationally, Thailand creates positive associations with the country that extend far beyond sports, influencing perceptions of Thai products, services, and tourism offerings.
This approach recognizes that modern consumers increasingly value authenticity and cultural connection in their purchasing decisions. When UK consumers encounter Thai products in stores like Wing Yip, their positive associations with Muay Thai or other aspects of Thai culture can influence their willingness to try and purchase these products.
The integration of sports promotion with agricultural product marketing demonstrates Thailand’s holistic approach to international engagement. Rather than treating these as separate initiatives, the government recognizes how cultural appreciation can create favorable conditions for commercial success.
Implications for UK-Thailand Relations
This visit occurs within the context of growing economic cooperation between the United Kingdom and Southeast Asian nations, as the UK seeks to strengthen trade relationships beyond traditional European partnerships. Thailand’s proactive diplomatic engagement aligns with UK interests in diversifying import sources and expanding cultural exchanges.
The timing of this visit also reflects Thailand’s recognition of the UK as a strategic gateway to European markets, despite Brexit-related changes. By strengthening bilateral relationships with the UK, Thailand positions itself advantageously for broader European market access while building important diplomatic capital.
The comprehensive nature of the delegation, including officials from investment promotion agencies, signals Thailand’s readiness to facilitate UK business interests in Thailand as well. This reciprocal approach to economic diplomacy creates more sustainable and mutually beneficial relationships than purely export-focused initiatives.
Looking Forward
Prime Minister Paetongtarn Shinawatra’s UK visit establishes important precedents for Thailand’s international engagement strategy. The combination of cultural promotion through Muay Thai, agricultural product marketing, and high-level diplomatic meetings creates a template that could be replicated in other key markets worldwide.
The success of these initiatives will likely be measured not only in immediate commercial outcomes but also in longer-term cultural influence and diplomatic relationship strengthening. Thailand’s investment in soft power through authentic cultural products like Muay Thai represents a sustainable approach to international influence that builds genuine appreciation rather than temporary commercial advantage.
As Thailand continues developing its soft power capabilities, the lessons learned from this UK engagement will inform future diplomatic initiatives across global markets. The integration of cultural heritage with modern commercial objectives demonstrates how traditional societies can leverage their unique assets in contemporary international relation.
Relevant Websites:
- UK Government Trade Information
- Thailand Board of Investment
- National Olympic Committee of Thailand
- Wing Yip Superstore
- UK-ASEAN Business Council
According to the Nation: Prime Minister Paetongtarn Shinawatra visited a Muay Thai gym and a retail store in London to expand opportunities for Thai products and promote Thai soft power across Europe.
At 10am on Wednesday (London time), the Prime Minister and her team visited Fight City Gym in Moorgate, one of 4,000 martial arts centres across the UK.
“There are more than 50 Muay Thai gyms in London alone,” the Prime Minister posted on X, emphasising that Muay Thai is a distinctly Thai sport with a strong brand identity and a global following.
Following discussions with gym owners, promoters and trainers, the government has devised several key measures, including developing a Muay Thai curriculum that meets international standards, facilitating visa and work permit processes for Muay Thai instructors, supporting the establishment of Muay Thai gyms overseas, and setting gym standards through certification by the Board of Boxing Sport.
Later in the afternoon, Paetongtarn attended an event at Wing Yip Superstore in Cricklewood, one of the UK’s largest Asian retail chains, which stocks over 4,500 Asian products, including more than 1,000 from Thailand.
The superstore imports Thai goods worth approximately 500 million baht annually, covering a wide range of products from canned foods and seasonings to frozen items and jasmine rice.
“Our goal is to ensure Thai ingredients are available in supermarkets around the world,” the Prime Minister stated, highlighting the high potential of Thai processed fruits, particularly dried fruits, which are popular among foreigners.
She also pointed out the potential of Chanthaburi province to add value by processing surplus fruit, thereby generating year-round income for Thai farmers.
Paetongtarn to visit UK and Monaco from May 21–25
This visit forms part of a broader strategy to promote Thai soft power globally, leveraging Muay Thai and Thai cuisine as cultural diplomacy tools to create economic opportunities and national pride.
The government will assign the Sports Authority of Thailand (SAT) and the Muay Thai soft power subcommittee to accelerate the development of a more efficient management system, alongside supporting sustainable growth through budget allocations.
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