The inaugural World Kitchen of Spices: Thailand × Indonesia will launch on August 5, 2026, using a shared table of turmeric, galangal, lemongrass and chili as the starting point for a cross-border cultural conversation. Presented by the Thailand Gastronomy Network under its Kitchen Club series, the interactive program will explore how these common ingredients have evolved into distinct culinary identities in Southern Thai and Indonesian kitchens.
Broadcasting live from the HUG – Hatyai University Gastronomy Lab in Songkhla, the event will connect chefs, researchers, tourism professionals, students, entrepreneurs and food enthusiasts across Thailand, Indonesia and the wider international gastronomy community. Participants can cook alongside the chefs or watch demonstrations and cultural discussions online.
Led by Asst. Prof. Dr. Jutamas “Jan” Wisansing, Founder and President of the Thailand Gastronomy Network and Strategic Lead of HUG, the program will compare Southern Thai curry paste with Indonesia’s rempah and sambal traditions. Rather than following a typical recipe-first cooking show format, World Kitchen of Spices will examine how preparation techniques, local environments, trade, migration, beliefs and family memories shape the meaning of food.
Cultural diplomacy through gastronomy
“Thailand and Indonesia share centuries of culinary exchange through spices, trade and culture,” said Vita Datau, President of the Indonesia Gastronomy Network. “The World Kitchen of Spices opens a new platform for cultural diplomacy, learning and collaboration that celebrates our shared heritage while respecting our unique identities.”
The program also marks the official launch of The Bold Flavor | ตามรสสงขลา, a destination campaign jointly driven by the Tourism Authority of Thailand, the Thailand Gastronomy Network and HUG. The campaign positions Songkhla as an emerging Asian gastronomy destination, inviting visitors to discover the province through its ingredients, communities, culinary traditions and creative food experiences.
Destination development impact
The initiative builds on Songkhla’s THB 50.66 billion visitor economy in 2025, generated by 6,968,599 visitor trips (preliminary Ministry of Tourism and Sports data). In the first half of 2026, the province recorded THB 27.51 billion from 3,841,886 visitor trips; international visitors accounted for 52.5% and generated THB 15.09 billion.
From 47 prototype profiles, HUG will shortlist and refine 10–15 Signature Gastronomy Experiences with clearer propositions, pricing and tools that connect local hosts with buyers. The aim is to increase value per trip and retain more visitor spending among producers, farmers, chefs, craftspeople, community enterprises, cafés and cultural hosts.
At the heart of the initiative is a network of 47 Founding Gastronomy Experience Designers, including chefs, farmers, artisans, producers, community enterprises, cafés, local businesses and cultural hosts who have completed the Thailand Gastronomy Network’s Gastronomy Experience Design program. Their work forms The Bold Flavor Collection, featuring curated experiences ranging from lagoon and coastal food journeys to halal gastronomy, heritage cafés, traditional recipes, artisan products, community dining and local beverage culture.
“HUG is more than a laboratory; it is a living platform where research meets communities, creativity meets culture, and local knowledge becomes meaningful visitor experiences,” Dr. Jan said. “Through Kitchen Club, The Bold Flavor and our network of gastronomy experience designers, we aim to position Songkhla as a living classroom and international meeting place for gastronomy innovation, where local flavors inspire global conversations.”
Developed by Hatyai University in partnership with the Thailand Gastronomy Network under a research and innovation initiative supported by Thailand’s Ministry of Higher Education, Science, Research and Innovation, HUG brings together academic research, local knowledge, entrepreneurship and experience design.
The Indonesia Gastronomy Network joins as a strategic partner, with the World Tourism Association for Culture and Heritage and the Responsible Tourism Development Academy as supporting partners. Assumption University will host a participating kitchen at its Hua Mak Campus in Bangkok. Krungthai Card Public Company Limited (KTC) is the campaign’s privilege partner, helping turn campaign interest into travel planning and local spending through participating Songkhla restaurants.
Recorded content from the program will support future educational resources, recipes, ingredient guides, partner stories and cross-cultural learning materials. Future World Kitchen editions may explore fermentation, rice cultures, coffee and tea, honey and terroir, halal kitchens, coastal ingredients and wellness traditions.
By connecting kitchens across borders, World Kitchen of Spices demonstrates that gastronomy is never simply what arrives on the plate. It carries stories of place, movement, family, belief and identity—and may be one of the most welcoming ways to begin a conversation between cultures. For travel professionals, this initiative highlights how culinary heritage can drive destination marketing and sustainable tourism development, a trend also seen in culture-driven travel decisions and the rise of alternative MICE destinations in Southeast Asia.
