Year: 2024
Type: article
Abstract: Thailand’s Songkran festival is considered one of the 5Fs that Thailand promotes as a soft power with high potential that generates income for the country from tourists and The United Nations Educational, Scientific and Cultural Organization (UNESCO) has registered it as an intangible cultural heritage. The relationship between cultural food and Songkran festival is another way to promote and expand to create economic value. Kalamare is an ancient dessert with a history that can be promoted along with the Songkran festival. However, to make it a soft power, an important factor is creating value and having continuous support. Guidelines for developing quality caramel are: There is a standardized production process, reskill-upskill of the producer, product development and shelf life extension, including marketing promotions and use of social media along with the Songkran festival will result in a strengthened culture leading to Thailand's sustainable soft power.
Author: khumwachirapithak, manunya
Language: Thai
Topic: Culinary Culture and Tourism
Domain: Social Sciences
SDG: Zero hunger
Open Access status: diamond
OpenAlex ID: W7220201441