The Tourism Authority of Thailand (TAT) has strengthened Thailand’s cultural presence in China by participating in the “Very Thai Dien Feng Music Festival” held in Guangzhou on September 13-14, 2025. This international festival, supported by Thailand’s TCP Group, welcomed around 60,000 visitors, and highlighted the essential role of creative industries in enhancing cultural ties between Thailand and China.
The festival included two main stages and showcased over 19 leading artists from both nations, presenting performances themed “Very Thai. Very Viral. Red Bull Goes Big, Bringing Viral Thai Artists to the Chinese Stage.” The event also featured drone shows, food and lifestyle zones, and various cultural displays that celebrated diversity and modern creativity.
“5 Must Do in Thailand” for Chinese Travelers
The TAT Guangzhou Office curated a Thai pavilion to promote the “5 Must Do in Thailand” campaign, offering genuine experiences to inspire both Chinese and international visitors. The five themes emphasized Thailand’s diversity: Must Taste regional cuisine, Must Try unique activities, Must Buy traditional crafts and souvenirs, Must Seek hidden destinations, and Must See cultural performances and landmarks.
Engaging the audience through creative workshops, the pavilion included activities like making recycled bags and Thai herbal inhalers, spotlighting sustainability and wellbeing. All efforts were made under the globally recognized Amazing Thailand brand, which aims to build awareness and promote future travel to Thailand.
The Music Connects
Nithee Seeprae, TAT Deputy Governor for Marketing Communications, attended the festival in Guangzhou and stated, “This event shows how music and culture can connect people across borders. By showcasing Thailand’s ‘5 Must Do’ experiences here, we honor 50 years of Thai–Chinese friendship while encouraging travelers to explore Thailand through authentic, diverse, and sustainable journeys.”
This festival is part of TAT’s year-long program commemorating five decades of diplomatic relations between Thailand and China. Upcoming 2025 activities include the Thai Fest in Beijing, which aims to bring Thai culture to the center of the Chinese capital, and the Red Bull Challenge in Inner Mongolia, promoting Thai sports and adventure travel to over 4,000 students. These initiatives reflect changing travel trends among Chinese youth, who are seeking immersive experiences through cultural festivals, outdoor activities, and city explorations.
By intertwining cultural diplomacy with tourism marketing, TAT is bolstering Thailand’s global image as a hub of creativity, sustainability, and significant travel.
