Asianet Pakistan Private Limited

Betagro Public Company Limited (BTG), a leading integrated food company in Thailand, hosted the second edition of the ‘Betagro Saijai Cooking Academy’ at The Food School Bangkok. The event aimed to share modern Thai cooking techniques with members of the media, led by guest chef Piyapanee ‘Chef Tang’ Chomngam. The highlight was ‘S-Pure Saijai’, a special dish featuring tender and juicy S-Pure chicken breast infused with bold Southern spices and aromatic herbs.

‘Attention to detail begins with ingredient selection,’ said the organisers. ‘S-Pure chicken breast, produced under Betagro’s 100% natural farming practices, contains no antibiotics from day one.’ The S-Pure brand meets Japan’s strict 3S Quality Standards-Safe, Strong, and Superior Taste-ensuring exceptional quality and safety.

The menu also incorporated regional produce such as turmeric from Surat Thani, purple-tip rice from Trang, and coffee beans from Chumphon, celebrating Thailand’s rich agricultural diversity. These ingredients not only enhance authentic flavours but also support local farmers and promote sustainable sourcing. Betagro remains committed to eco-conscious practices, from reducing paper use to aligning its culinary initiatives with Thailand’s soft power strategy to elevate Thai cuisine globally.

Mr Chayadhorn Taepaisitphongse, President of Animal Nutrition and New Ventures and Acting Chief Strategy and Innovation Officer at Betagro, said: ‘Thai cuisine embodies creativity and attention to detail-values showcased through the ‘Betagro Saijai Cooking Academy.’ The programme reflects our dedication to culinary excellence and sustainability.’

Chef Tang added: ‘The ‘S-Pure Saijai’ menu reimagines local ingredients in a contemporary way while preserving authentic Thai taste and quality-perfect for cooking with family and loved ones.’

Heavy rainfall across northern Thailand has driven water levels at Bhumibol Dam in Tak province to near capacity, prompting close monitoring and reduced discharge to prevent flooding in downstream areas.

Only 10% of reservoir space remains, about 5 metres in depth, before the dam reservoir reaches its maximum design level.

On Oct 6, senior officials of the Electricity Generating Authority of Thailand (Egat) gathered at the dam to assess the situation, review inflow data and prepare potential emergency measures.

The dam reservoir has received a surge of 92.14 million cubic metres of water over the past 24 hours, largely due to heavy rainfall in Chiang Mai province, officials said. This had significantly boosted the reservoir level, with the volume of stored water now at 12.048 billion cubic metres, or 89.5% of total capacity.

Of this, 8.248 billion cubic metres was deemed usable water, up 2.848 billion cubic metres year-on-year. The current water level was measured at 255.37 metres above mean sea level, just shy of the dam’s full threshold of 260 metres.

Egat confirmed that structural inspections had found no signs of damage or irregularities. The dam remained stable and secure, with its infrastructure deemed capable of safely handling the current water volume. The discharge rate has been reduced to 5 million cubic metres per day, following guidelines from the Royal Irrigation Department, to ease pressure on the Chao Phraya River basin.

In Uttaradit province, Sirikit Dam is also approaching capacity. It currently holds 9.164 billion cubic metres of water, or 96.36% of its design volume. Officials plan to release 35 million cubic metres daily into the Nan River to manage inflow and prevent overflow.

Both dams are under continuous observation as Thailand braces for more rain in the coming days. Communities downstream from the dams are advised to remain alert and follow updates from local disaster prevention agencies.

The House committee on foreign affairs will summon Foreign Affairs Minister Sihasak Phuangketkeow on Tuesday to clarify the implications of Memorandums of Understanding (MoUs) 43 and 44 with Cambodia.

The move comes after the government has agreed to hold a public referendum on whether to revoke the two agreements, signed in 2000 and 2001, on land and maritime border demarcation.

Saratsanun Unnopporn, a Pheu Thai MP for Khon Kaen and chair of the House committee, on Sunday said these agreements were mentioned in the policy statement of the Anutin Charnvirakul administration.

She said MoUs 43 and 44 involve highly complex and sensitive issues, particularly on matters of national security.

“These matters must be carefully and thoroughly considered, and should not be reduced to a matter of personal preference, political stance or popular support,” Ms Saratsanun said, adding that delegating such a complex and strategically significant issue to a public referendum may not yield the best outcome for Thailand.

She said that, in practice, both MoUs have helped de-escalate tensions between Thailand and Cambodia and have already produced tangible results.

These MoUs provide a framework so both countries can engage in talks, and without them, there is no assurance that existing disputes would not escalate into violence.

The absence of a formal mechanism, Ms Saratsanun cautioned, would leave both sides without a platform for peaceful dialogue.

“These two MoUs serve as a starting point for negotiations,” she said.

“They provide a diplomatic space for both sides to engage in dialogue.”

A House ad hoc committee had already planned to review MoUs 43 and 44. It comprises elected representatives who are, by nature, accountable to the public, she said.

The committee includes experts in various fields, and its work is ongoing.

In light of this, she argued, it would be more beneficial to await the committee’s conclusions than to rush prematurely into a national referendum.

She noted the House committee on foreign affairs had already conducted a thorough review of MoU 44, hearing feedback from stakeholders, including security and legal agencies.

All parties involved agreed that the MoU does not grant unchecked power to the government.

Any outcome of negotiations between Thailand and Cambodia must still be submitted to parliament for approval.

“I would like to hear directly from Foreign Minister Sihasak Phuangketkeow regarding his stance on the MoUs — whether they should be maintained or repealed,” Ms Saratsanun said, adding she questioned what mechanisms, if any, would exist for peaceful negotiation if both MoUs were scrapped.

As chair of the committee, she said she had issued a formal invitation for Mr Sihasak to appear before the committee to provide clarification, expressing hope that he would respond in person.

She added the government itself has not been able to explain how bilateral relations could return to normal without these agreements.

Without the MoUs, she warned, the situation could spiral into full military confrontation.

A book in hand, a cosy corner and the gentle hum of community all around — this is the spirit of “The Commons Reading Party 2025”, which is welcoming readers every third Sunday until Nov 16 at The Commons, Thong Lor.

Designed for anyone who craves both solitude and togetherness, the event reimagines the joy of reading in a communal space where silence feels social and companionship comes without obligation.

Inspired by theWHOLESOME Book Club yet distinctly its own, “The Commons Reading Party 2025” strips away the formality of deadlines, assigned books or structured discussions.

Instead, it celebrates the pure act of reading — your book, your pace, your way. Guests are invited to bring their own book or borrow one from the venue’s selection, find a seat in one of the designated reading zones and simply lose themselves in the pages. Whether you reserve ahead or decide to drop in spontaneously, the experience remains refreshingly easy-going and open to all.

Deeply absorb in a novel, a magazine, or even a digital read on your tablet, while sipping a perfectly brewed Roots coffee while around you, others are equally immersed in their chosen texts. There are no expectations to speak, no interruptions — just a quiet, shared energy that makes the simple act of reading feel surprisingly communal. When was the last time silence felt this social or so inviting?

To launch this new chapter in their cultural programming, The Commons has partnered with Biblio and BKK Lit Fest, ensuring each gathering balances tranquillity with just a hint of conversation.

After 90 minutes of personal reading time, participants are invited to come together on the Top Yard for an optional chat. It’s a lighthearted, organic way to exchange impressions, discover new titles and connect with fellow book lovers without the pressure of a formal book club. Everyone is welcome — whether you’re a lifelong bibliophile or someone who simply wants to carve out time to read in good company.

Joining is effortless. Upon arrival, check in at The Commons booth near the main entrance at the top of the stairs. Each ticket includes a discount card for Roots, making that cup of coffee or tea taste even better as you settle into your reading session. Tickets are priced at 150 baht for early birds and 200 baht for walk-ins and come with a free coaster, bookmark and 40 baht off a Roots drink — small tokens that make the experience feel even more special.

Travel is more than a pastime-it is a way of life for those who see each journey as an opportunity to learn, connect and create lasting memories. This spirit is captured by The 1 to The World, a programme offering members exclusive privileges and seamless convenience worldwide.

Travel is more than a pastime-it is a way of life for those who see each journey as an opportunity to learn, connect and create lasting memories. This spirit is captured by The 1 to The World, a programme offering members exclusive privileges and seamless convenience worldwide.

Among those who embody this global mindset are historian and TV host Dr Wit Sittivaekin, better known as Hia Wit, and his wife, news anchor and foreign affairs expert Veenarat ‘Pei’ Laohapakakul. Together, they are not only partners in life but also ‘partners in thought,’ inspiring others through their shared passion for travel and discovery.

For them, travelling is never just about relaxation-it is a way to create meaningful experiences. Along every journey, The 1 to The World serves as a trusted companion, providing convenience and elevated privileges for members across the globe.

Perfect harmony through global privileges

For Wit and Pei, every trip is a balance of contrasts. ‘Wit loves immersing himself in civilisations and history, while I’m drawn to adventure and nature, though I also enjoy cultural journeys with him. No matter where we go, every trip always ends with shopping, and with The 1 privileges abroad, our experiences become even more special,’ Pei shared.

Wit added: ‘Italy is the perfect example. You can hike in the Dolomites, explore Florence and Venice for culture, and finish in Milan for shopping at Rinascente. What made it even better was the exclusive discounts, earning The 1 points like back home in Thailand, plus extra VIP services. It gave us peace of mind, comfort and made every travel hour truly meaningful.’

Pei recalled their travels in Asia, with Japan as a standout destination: ‘Japan impressed us deeply, with its rich history, breathtaking nature and refined culture. And with The 1 privileges at Daimaru in Osaka, we enjoyed full benefits-discounts, points and VIP services. Whether in Europe or Asia, The 1 makes shopping abroad just as rewarding as at home.’

Shopping as an art of travel

For the couple, shopping is more than a transaction; it is part of the cultural experience. ‘Department stores reflect lifestyles. Rinascente in Milan is stunning with its architecture, KaDeWe in Berlin carries a Northern European flair, and Daimaru in Japan shows meticulous service. Even if they sell similar products, each offers unique experiences and hospitality. As a The 1 Exclusive member, I feel even more taken care of, with extra cashback when spending via Central The 1 Credit Card, plus access to airport lounges worldwide. These privileges make being a The 1 member truly valuable everywhere we go,’ Wit explained.

Pei agreed, highlighting Rinascente’s open ambience and gourmet food floor, as well as Daimaru’s VIP Lounge: ‘Just by showing The 1 Exclusive status, we received discounts, souvenirs and tax refund services without long queues. It was seamless and enjoyable.’

A must-have for every journey

For Wit and Pei, travel is about savouring each moment along the way. Having The 1 to The World privileges has become indispensable, making every trip more convenient, secure and memorable. ‘The first time a staff member abroad asked for my The 1 membership number, it felt like planting the Thai flag overseas,’ Wit recalled with pride. ‘One privilege I never miss is Hotel Delivery-perfect when buying luxury or bulky items. Instead of carrying them, they’re delivered straight to the hotel safely. It saves time and stress.’

Pei added with a smile: ‘The 1 benefits make shopping complete and more enjoyable, from earning points and receiving discounts to special cashback. It adds even more value to every trip.’

Both agree that privileges from The 1, The 1 Exclusive and CENFINITY are not ‘extras’ but essential parts of their international travel.

Dream trips ahead

When asked about dream destinations, Pei said: ‘Italy remains at the top of our list. With its perfect mix of culture, nature and world-class shopping where we can earn points, enjoy benefits and receive VIP treatment, every trip feels rewarding and seamless.’

Wit shared his wish to revisit Germany and Switzerland: ‘The landscapes are breathtaking and the cities unique. I always plan my shopping in advance, whether at KaDeWe, Oberpollinger and Alsterhaus in Germany or Globus in Switzerland. And Hotel Delivery is a must-it makes every journey easier and more special.’

For both, travel is not only about reaching destinations but about treasuring every moment. The 1 to The World is more than a membership; it is a travel companion that brings comfort, confidence and exceptional privileges anywhere in the world.

Elevated Privileges with The 1 to The World

Members of The 1 enjoy exclusive international privileges across Europe and Asia, with point accumulation, discounts and VIP services at world-class department stores such as Rinascente (Italy), KaDeWe (Germany), Globus (Switzerland), Illum (Denmark), Oberpollinger (Germany), Alsterhaus (Germany), de Bijenkorf (Netherlands), Daimaru (Japan), Lotte Duty Free (Korea), The Shilla Duty Free (Korea) and Marina Bay Sands (Singapore).

· The 1 Members: Earn points on every purchase and enjoy 10% discounts on participating items. (e.g., pound 1 = 1 The 1 Point at Rinascente, KaDeWe, Oberpollinger and Alsterhaus; CHF1 = 1 The 1 Point at Globus; DKK8 = 1 The 1 Point at Illum).

· The 1 Exclusive: Receive enhanced benefits including discounts of up to 20%, fast-track tax refunds, hotel delivery, gift wrapping, personal shopping assistants and access to VIP lounges.

· CENFINITY Members: Experience the highest tier of privileges such as private transfers, welcome drinks, tailoring services and beauty treatments.

· Central The 1 Credit Card Members (Black, Black Plus, Luxe): Enjoy up to 15% cashback at participating department stores and access to more than 1,600 premium airport lounges worldwide.

Nida Poll suggests 44.1% of the public do not understand the function of the two memorandums of understanding (MoUs) signed with Cambodia in 2000 and 2001.

The National Institute of Development Administration (Nida Poll) on Sunday released the results of a survey titled “A Referendum is Coming. Do You Understand MoU 43 and MoU 44 Yet?”

The survey was conducted on Oct 1-2, targeting Thais aged 18 and above across all regions, education levels, occupations and income groups.

A total of 1,310 respondents were sampled to assess understanding of MoU 43 (on land boundaries, signed in 2000) and MoU 44 (on overlapping maritime zones, signed in 2001) ahead of a proposed referendum on whether to cancel them after the recent border conflict with Cambodia.

When asked about their understanding of MoU 43, 44.1% said that they did not understand it at all, followed by 24.9% who said they understood it only slightly. Meanwhile, 23.1% said they somewhat understood it and only 7.7% said they understood it well.

As for MoU 44, 45.7% stated that they did not understand it at all, followed by 24.9% who said they understood it only slightly. In addition, 22.4% indicated they somewhat understood it, while just 6.8% reported a high level of understanding.

Regarding the public’s desire to gain a clearer understanding of both MoUs, the survey found that 65.5% expressed a wish to understand both MoUs, while 34% said they did not wish to understand either. A total of 0.23% indicated a desire to understand only MoU 43, and an equal percentage wished to understand only MoU 44.

When asked about holding a referendum on repealing both MoUs, 60.7% said they agreed with holding the referendum. This was followed by 20.9% who said they completely disagreed with such a referendum, 12.6% who declined to answer or were uninterested, 4.9% who said they were unsure, 0.46% who supported a referendum to repeal only MoU 43, and 0.3% who supported a referendum to repeal only MoU 44.

Thailand have been tipped to become overall medal champions at the upcoming Southeast Asian Games as men’s football gold remains the most coveted prize among voters in a recent sports poll.

The poll on “The 2025 SEA Games and the opportunities for Thai national athletes”, a collaboration between Kasem Bundit University’s Center of Innovation for Human Capital Development (CIHCD KBU) and the World Institute of Sports Development and Organization Management (Wisdom), was conducted among 1,209 participants, aged 18 years and over between Oct 1-3. Of these, 647 were male (35.51%), 402 were female (33.25%), and 160 were LGBTQIA++ (13.32%).

The survey found that 38.02% believed Thailand could become the overall medal champions, while 57.33% expected the national contingent to win more than 100 gold medals at the biennial tournament.

Football remains the most popular sport, receiving 29.60% of the votes, followed by volleyball (27.96%), sepak takraw (16.29%), badminton (13.50%) and taekwondo (9.66%).

The women’s volleyball was voted as the sport that the Thai team have the strongest chance to win gold with 26.80%. Sepak takraw came second with 24.10%, followed by muay (18.94%), futsal (13.35%) and athletics (12.08%).

The men’s football gold is the most wanted medal with 32.90% of the votes, followed by women’s volleyball at 30.88% and sepak takraw at 16.55%.

The 33rd SEA Games will take place from Dec 9-20 in Bangkok, Chon Buri and Songkhla, with 50 medal sports, three demonstration sports — air sports, flying discs and tug of war — and mixed martial arts featuring as a “value creation” event.

This will be the seventh time the Kingdom is hosting the event. The last time Thailand finished as overall champions was in 2015 in Singapore.

As Thailand faces mounting environmental challenges, a legal battle between agribusiness giant Charoen Pokphand Foods Plc (CPF) and civil society organisation Biothai has become a test case for transparency, accountability and the boundaries of public debate.

The case revolves around claims by Biothai during a public seminar on July 26, 2024, concerning the spread of blackchin tilapia in Thailand’s waterways. Using images and various sources of information, the group linked CPF’s aquaculture operations at its Yi San Aquatic Research Center in Samut Songkhram province to the release of the invasive fish into public resources.

CPF rejected the allegations, describing them as misleading and incorrect. On that basis, the company launched legal action against Biothai’s secretary-general, Witoon Lianchamroon. The court has set its first hearing on Oct 22, 2025.

The lawsuit has drawn attention both domestically and abroad, as it pits a leading corporation against a civic society organisation.

Mr Witoon has described the lawsuit as a form of SLAPP, or strategic litigation against public participation. He argues the case is an attempt to silence or obstruct citizens who step forward to protect the environment.

He also expressed hope that international attention would ensure close scrutiny of Thailand’s judicial system, particularly whether it can safeguard the rights of the public.

CPF, however, maintains the lawsuit is not intended to intimidate or silence critics. The lawsuit is specifically in response to Biothai’s use of “false” images and information, which the company says created public misunderstanding and damaged its reputation.

At a press conference on July 30, 2024, the company outlined three alleged inaccuracies in Biothai’s presentation:

Incorrect location attribution: A pond photograph was falsely identified as CPF’s Yi San farm, said to have operated between 2010 and 2017. CPF insists the image was unrelated to its facilities and notes it terminated the project in Jan 2011, destroying all fry stock.

Distorted breeding process: Another photo allegedly showed CPF breeding blackchin tilapia eggs. The company said the image was not taken at its farms and did not reflect its standard practices.

Inaccurate farm layout: An aerial photo with layout details was presented as evidence, which CPF said was incorrect and dated back over 14 years.

Beyond the courtroom, the case draws attention to the balance between free speech and factual accuracy. While the right of the public and civil society to express concerns should be protected, there is also a responsibility to ensure that information shared is accurate.

The case highlights the broader challenge of maintaining transparency and accountability in public communication. How facts are presented, verified and contested will be closely scrutinised as the court examines the claims and evidence presented before it.

Advanced Info Service (AIS) is forging digital green operations across its entire operations, while joining with other businesses and organisations to create a green partner network.

AIS chief executive Somchai Lertsutiwong said the company plans to address climate change through efficient management of its business operations and supply chain.

Mr Somchai said the potential of digital technology and collaboration from several sectors are the keys to driving the country towards a sustainable future.

He said AIS’s digital green initiative includes greener products and services, a greener supply chain and customers, a greener corporation and greener business growth.

GREEN NETWORK

The company upgraded equipment at its cellular network base stations nationwide and integrated them with clean energy, alongside conventional energy supplies.

For example, AIS recently installed solar energy systems at more than 13,000 cellular network base stations and buildings.

Mr Somchai said the move was crucial in remote areas, where 100% alternative energy is required to support communication services.

One of AIS’s green initiatives is called “Green Energy, Green Network for Thais”, delivering solar power-generated electricity to communities and installing solar-powered cellular base stations to create digital networks for communities.

AIS, Gulf Development, and the Highland Research and Development Institute (HRDI) teamed up for the project last year, seeking to improve the quality of life for Thais in highland areas.

Two pilot projects are running in the Ban Dok Mai Sod community and Moko Poke community in Tak province’s Tha Song Yang district.

Mr Somchai said the goal is to reduce inequality, improve quality of life and foster sustainable economic growth within these communities.

The trio continued their partnership with the commencement of a second year of the project in June 2025.

Another project took place in Ban Doi Wiang in Chiang Mai’s Chai Prakan district, where Gulf joined forces with AIS and satellite operator Thaicom to install solar panels at the Mae Fah Luang Community Learning Center.

The clean energy generated supports internet and satellite connectivity, enabling children and youth to access new knowledge and educational opportunities.

The AIS network also enhances digital access and communication for the entire community.

Furthermore, the project supported the construction of a solar-powered coffee processing facility and provided coffee milling equipment, allowing locals to add value to their produce and develop a community-owned coffee brand.

Mr Somchai said AIS leverages artificial intelligence to manage energy consumption at its base stations.

Regarding waste management, AIS focuses on reducing and recycling waste from its operations under its “Zero E-Waste to Landfill” goal — meaning no electronic waste ends up in landfills.

The company also encouraged the public to properly manage e-waste, he said.

HUB OF E-WASTE

Saichon Submakudom, head of corporate communication and public affairs at AIS, said sustainability and environmental stewardship are at the heart of its operations, particularly in the area of e-waste management.

“We are committed to becoming Thailand’s hub of e-waste,” Ms Saichon said.

AIS, together with more than 250 public and private sector partners, has been raising awareness about the impact of e-waste and providing convenient disposal channels that ensure proper recycling, she said.

Since 2020, AIS’s collaboration with Central Group on an e-waste project has expanded to include more than 42 e-waste drop-off points nationwide.

Every piece of e-waste deposited with AIS is handled through its partnership with Waste Management Siam (WMS), a member of Dowa Group.

According to AIS, the amount of e-waste increases every year globally. In 2024, 62 million tonnes of e-waste was generated and estimates suggest the quantity will increase to 74 million tonnes by 2030 and 110 tonnes by 2050.

Of the 62 million tonnes of e-waste produced in 2024, only 22% of it was managed properly, according to the company.

Some 439,495 tonnes of e-waste was generated in Thailand in 2024 and only 10% of it was handled properly, noted AIS.

Thailand ranks third in Southeast Asia for greatest quantity of e-waste produced.

FLY FOR FREE

AIS recently partnered with Central and Japan Airlines (JAL) to launch the “Film Your E-Waste Drop and Fly to Japan for Free!” campaign.

The campaign invites AIS customers, as well as eco-conscious shoppers using Central outlets, to unleash their creativity by producing short videos that inspire friends to dispose of e-waste correctly.

The winners are awarded an exclusive trip to Japan via JAL, featuring an all-inclusive dining, travelling and shopping experience. The campaign runs from now until Nov 30.

The trip includes a collaboration between AIS and Central to explore Japan’s comprehensive e-waste management and recycling ecosystem at a Dowa company in Japan.

Dowa possesses a wealth of expertise in e-waste management and recycling, and is a global leader in e-waste solutions.

Achara Wisuttiwongrat, head of corporate marketing, communication and sustainability at Central, said the company set a target to reduce landfill waste by at least 30% by 2030, and achieve zero landfill waste by 2050 through its “Love The Earth – Zero Waste Now” project.

Takafumi Sawada, regional manager of Thailand, Indochina, and the South Asian subcontinent at JAL, said the airline is deeply committed to its environmental and social responsibilities.

He said the airline set a target to achieve carbon neutrality by 2050 by reducing carbon dioxide emissions and adopting sustainable aviation fuel (SAF) produced from used cooking oil during flights.

JAL plans to increase the proportion of SAF it uses to 10% by 2030, while modernising its fleet with new, energy-efficient aircraft.

The airline is following the “Reduce, Reuse, Recycle + Redesign” principle by eliminating single-use plastics and introducing biodegradable food containers to reduce its environmental impact, said Mr Sawada.

SHIFTING GEARS

Yoshihiro Okada, president of WMS, said Dowa Group has been involved in mining and metal smelting for more than 140 years.

“We shifted our business direction to address the depletion of natural resources by turning e-waste into a valuable source of raw materials for precious metal extraction,” he said.

In Thailand, Mr Okada said Dowa believes “e-waste is not waste, but a valuable resource”.

Through its collaboration with AIS, the e-waste collected is sent to ESBEC, a subsidiary of WMS, for dismantling.

Most of the recyclable materials are processed domestically, while non-recyclable components such as mobile phone batteries are safely disposed of using energy recovery incineration.

For complex yet highly valuable components, such as printed circuit boards containing multiple precious metals, these are exported to Dowa’s facilities in Japan for advanced recycling processes.

Mr Okada said as a global leader in resource extraction and circular utilisation, Dowa is committed to reintegrating these recovered metals back into industrial processes — helping to build a more sustainable future for both society and the environment.

Baht appreciation against a weakening yen has influenced travel spending between Thailand and Japan this year.

Thai tourists have always loved to visit Japan, and the favourable exchange rate has encouraged them to flock to the islands this year. However, Japanese visitors to Thailand face a noticeable increase in travel costs.

Thapanee Kiatphaibool, governor of the Tourism Authority of Thailand (TAT), said baht appreciation has emerged as one of the most crucial factors denting tourism growth this year, along with an unsafe image, global economic uncertainty, and Thai-Cambodian borders skirmishes.

She said the baht has strengthened against the US dollar and Chinese yuan by 7% and 4%, respectively, this year.

According to TAT, the Japanese post-pandemic economic recovery has been slow because the border reopening was delayed until 2022.

The yen has continued to weaken, shifting from ¥3.51 per baht in 2019 to ¥4.61 in 2025, an increase of roughly 30%.

This movement influenced market sentiment on the prices of tourism-related products and services in Thailand, said Ms Thapanee.

However, the currency is not the sole reason for the sluggish growth, said Mathurot Watanakomen, director of TAT’s Osaka office.

The Japanese inbound market still posted growth of 15-18% in the first quarter of this year, but momentum dropped sharply following the March 28 earthquake, which caused the collapse of a building under construction.

This was followed by tensions along the Thai-Cambodian border from June to July.

Ms Mathurot said the Japanese market is highly sensitive to safety concerns and tends to respond with heightened caution. Once those concerns ease, tourist flows typically rebound quickly.

SLOW RECOVERY

In 2019, Japanese arrivals peaked at 1.7 million, then declined during the pandemic.

Arrivals to Thailand did not surpass 1 million again until last year.

A positive factor this year is aircraft seat capacity rose 8.5% to 3 million, connecting Thailand with five Japanese cities: Tokyo, Osaka, Fukuoka, Nagoya and Sapporo.

Starting from Dec 1, Thai AirAsia X plans to launch flights to Sendai, a long-awaited route among Japanese tour operators, said Pattaraanong Na Chiangmai, deputy governor of international marketing for Asia and South Pacific at TAT.

In addition to the strong baht, she said fierce competition from other destinations also contributed to the slow recovery of the Japanese market.

Of the 13 million Japanese outbound travellers in 2024, Thailand was the No.4 destination behind South Korea, the US and Taiwan, which attracted 3.22 million, 1.54 million and 1.17 million visitors respectively, according to the Japan National Tourism Organization.

Ms Pattaraanong said TAT still aims to attract 1.25 million Japanese visitors this year by targeting new segments such as millennials, Gen Z, students, and “Oshi-katsu” fans of “Thai Boy Love” TV series.

The key segments to maintain include business-plus-leisure travellers, women, active seniors, and sports enthusiasts, particularly golfers and marathon runners, she said.

As of Sept 18, arrivals from this market tallied 767,923, up 5% year-on-year, with an average stay of 6.04 nights and spending of 39,108 baht per trip.

During the Tourism Expo Japan held Sept 25-28 in Nagoya, the TAT expanded its reach to other regions beyond the bustling Kanto area, home to Tokyo, seeking to capture more high-spending tourists, including professionals, retirees and families.

Ms Mathurot said despite a weak yen and high living costs in Japan, potential remains among untapped segments, such as those who have never held a passport.

She said the Japanese government is promoting outbound travel to encourage cultural exchange and global experiences, supporting tour operators and airlines that facilitate international travel.

Ms Mathurot said the three TAT offices in Japan continue to work to expand the first-time and youth traveller segments, especially students and Gen Z.

The agency partnered with Thai professors teaching in Japanese schools and universities to organise study trips to Thailand and promote Thai culture among students.

However, she said this segment faces stiff competition from Vietnam, which offers fresh and affordable tourism products that appeal to younger travellers.

WORLD EXPO BOOST

From April 13 to Oct 13 this year, many Japanese tourists opted for domestic travel as Japan hosted the World Expo 2025 in Osaka, one of the world’s largest events.

In the first five months of the expo, the Thailand Pavilion, hosted by the Public Health Ministry, welcomed 1.5 million Japanese and international visitors.

Ms Thapanee said TAT was allocated a budget of 978,280 baht to organise a temporary exhibition alongside the Thailand Pavilion from Sept 15-29, showcasing 20 low-carbon travel routes in Thailand.

The exhibition also featured workshops on traditional Thai paper crafts, allowing Japanese visitors to engage directly with Thai culture.

Looking ahead to the next expo in Riyadh in five years, she said TAT plans to nominate itself to host the Thailand Pavilion.

The event offers a prime opportunity to promote Thai tourism to more than 40 million expected visitors in Saudi Arabia, an emerging market for Thailand in the Middle East, said Ms Thapanee.

She said she is confident TAT would be able to design an exhibition aligned with the “Foresight for Tomorrow” concept.