Bangkok: The Ministry of Culture and Big C have announced the continuation of their CPOT Shop project, designed to enhance the global presence of Thai products and cultural capital. This initiative, now in its third consecutive year, has successfully generated over 100 million baht in value, underscoring its effectiveness in promoting Thai culture and commerce.
According to Thai News Agency, Ms. Sabida Thaiseth, Minister of Culture, led a signing ceremony for a new Memorandum of Understanding (MOU) aimed at promoting Thai cultural capital. The MOU, signed between the Ministry of Culture and Big C Supercenter Public Company Limited, was witnessed by key figures including Mr. Prasop Riangngern, Permanent Secretary of the Ministry of Culture, and several other distinguished guests. This collaboration is a continuation of the original MOU initiated in 2023.
Over the past three years, the CPOT Shop initiative has showcased the commercial potential of Thai cultural products, achieving sales exceeding 100 million baht. The project has provided entrepreneurs and communities with a platform to reach a diverse audience, including both local and international consumers. This success highlights the viability of integrating Thai cultural assets into the commercial market, thereby providing substantial income for local communities.
The newly signed MOU, which spans a duration of three years, aims to establish CPOT Shop areas as central hubs for the exhibition and sale of products that embody Thai identity and local wisdom. The initiative includes promotion through both online and offline channels to enhance the global accessibility of Thai cultural products and generate income for community networks.
The event also features a variety of activities, including cultural performances, exhibitions of royal-approved Thai dress styles, and demonstrations of traditional Thai crafts such as perfume making and handicrafts. The sale of Thai fabrics, jewelry, souvenirs, and gifts from local entrepreneurs is also a key component. The initiative ties into the "Proud to Wear Thai Dress Across the Nation" campaign, which encourages participation from executives.
Participants, including distinguished guests and Big C employees, donned traditional Thai attire or Thai silk, engaging in activities designed to teach the wearing of traditional clothing. This initiative aims to popularize the use of Thai fabrics in daily life and encourage the support of CPOT products, thereby expanding the reach of Thai cultural capital globally.
Ms. Sabida emphasized that the collaboration is pivotal not only for economic opportunities but also for promoting Thai identity on an international stage. She stated, "Promoting Thai identity to the world for appreciation is another important step that allows Thai cultural capital to gracefully step onto the global stage."