On 2 Apr. 2021, Ambassador Pisanu Suvanajata spoke at the hybrid talk on “Local to Global : Visions of Isan” organised by the Department of International Economic Affairs at Vithes Samosorn, Ministry of Foreign Affairs, Thailand.  He shared his vision and advice on opportunities for Thai Isan (Northeastern region of Thailand) businesses to successfully adapt and reach out their products and services to the global market, particularly in Europe and the United Kingdom (UK) in the post COVID-19 New Normal world.

Speaking from London, Ambassador Pisanu stressed that the awareness of Thailand and the reception of Thai products among British people has been high and found on a strong basis, especially the Thai people’s renowned charm of welcoming and pleasant personality, the uniqueness of Thai culture, and the impressive quality and taste of Thai produces. On top of these, the total number of 1 million British tourists traveling to Thailand each year prior to the COVID-19 pandemic can speak for itself and help spread the reputation of Thailand more widely through retelling of their impression towards the Thai people, its culture, and
continued development in the Isan region. With its solid foundation as a hub of high-quality food and agricultural industries, together with the unique culture and unparalleled hospitality, Isan can serve as the connecting point of the Thai economy to the regional and wider global markets.

On this occasion, Amb. Pisanu provided his insights and guidance on how to ensure success in expanding markets for Thai products in the UK and Europe. In his view, it is essential to understand the complete changes in the ecosystem induced by the global COVID-19 pandemic, such as the digitalisation of the market, and to adapt new product development and marketing strategy to these changes.  Entrepreneurs should consider introducing their quality products with an accountable “story to tell”; new labelling the products with necessary nutritional facts; re-packaging the products to fit new market landscape in terms of size, volume, and eco-friendly materials; taking stock of the UK and European consumers’ awareness about social values and moral quality, such as climate change, decarbonisation, waste reduction, and health benefits. Priority should also be given to product development that meets “the New Normal” which has high market values, such as high-protein food supplement, plant-based food, food for vegan, smart food and superfood products etc.  Amb. Pisanu provided his reassurance that the Royal Thai Embassy and Team Thailand
in the UK always stand ready to facilitate and assist all interested Thai businesses with practical information and all possible support.

Co-hosts of this event with the Ministry of Foreign Affairs were Ministry of Interior, Tourism Authority of Thailand, Thai Airways International and various partnering agencies, with a common goal to unleash potential of Thai Isan provinces, and to integrate them as prospective players in global market.