Thai SELECT Redefines Authentic Thai Cuisine with New Global Brand Identity

Thai SELECT, administered by Thailand's Ministry of Commerce, is ushering in a new era with a comprehensive rebranding initiative. As the certification program that authenticates restaurants and food products meeting genuine Thai standards worldwide, Thai SELECT recently unveiled its new "Orchid Star of Honor" symbol, designed to elevate the international profile of authentic Thai cuisine and guide diners to exceptional culinary experiences.

What is Thai SELECT?
- A certification program administered by Thailand’s Ministry of Commerce.
- It authenticates restaurants and food products that meet genuine Thai standards worldwide.
- Serves as a trusted seal for diners seeking authentic Thai flavors.

New Brand Identity
- Symbol: The “Orchid Star of Honor” emblem.
- Design Inspiration: A traditional Benjarong porcelain lid.

- Meaning:
- Five orchid petals = the five fundamental flavors of Thai cooking (sour, sweet, rich, salty, spicy).
- Five-directional flames = Thai cuisine’s dynamic and growing global influence.
- Purpose: Elevate the international profile of Thai cuisine and guide diners to exceptional culinary experiences.

Certification Levels
Restaurants are certified across four tiers:
- Thai SELECT Casual
- 1 Star
- 2 Stars
- 3 Stars
Each level ensures rigorous standards for authenticity, quality, and dining experience.

Launch Highlights
- Debuted at the LA Times Food Bowl Night Market 2025 in Los Angeles.
- Featured a vibrant “Thai Village” showcase with Thai SELECT-certified restaurants like:
- Farmhouse Kitchen
- Chiang Rai Thai Street Food
- Manaao Thai Comfort
- Emporium Thai
- Blue Elephant
- Kanomwaan
- Included live cooking demonstrations and street food experiences.
- Continued celebrations at the Thai SELECT Night Market in Century City, honoring Her Royal Highness Princess Ubolratana.

Big Picture
The rebranding positions Thai SELECT as more than a certification—it’s a cultural ambassador. By combining heritage with modern identity, it strengthens Thailand’s culinary diplomacy and helps diners worldwide discover authentic Thai cuisine