The Ministry of Culture is working on a campaign to popularise the royal-approved Thai national costume before it is proposed to UNESCO as an Intangible Cultural Heritage. Culture Minister Sabeeda Thaised clarified that the move would start off by creating awareness in the nation and then move to promote abroad.

The Culture Ministry is collaborating with the private sector to put pictures of Thai national costumes on billboards in major places of entry and exit routes. Cultural offices in the provinces have also been advised to liaise with the local authorities in order to increase nationwide visibility, increasing awareness of both men’s and women’s clothing.

The campaign is being planned to go international with a series of roadshows beginning in The Hague between April 7 and 9, and after that, Japan and France. On March 31, the ministry will also organise a public event at Siam Paragon to promote the usage of Thai traditional clothes during the Songkran celebration and during the month of April.

Sabeeda reported that the ministry is looking to enhance people’s awareness of the nomination process, besides dealing with scepticism and internet criticism. Since the proposal is proceeding on the international front, the culture minister requested all Thais to be patient with the regional trends and be proud of the Thai cultural identity.