OVERVIEW

Thailand lies between Cambodia, Myanmar, and Laos, with the Gulf of Thailand to its south.
The culture in Thailand is a mix of strong Indian influences, Chinese traditions, and elements
that are uniquely Thai.

Thailand is separated into four distinct regions. Despite the overarching strength and unity of
Thai culture, each region has its own unique cultural and geographic features.

Although there is still a strong national identity, local food, dances, music, celebrations, and
beliefs have begun to play a more important role in Thai life.

KEY ELEMENTS

Thailand is world-famous for its mouthwatering cuisine and for good reason. It is also
known as Foodie Nation by many.

Thai food has been influenced by other Southeast Asian cuisines such as Indian and
Chinese, but it still manages to be completely different from them.
Thai cooking places emphasis on lightly prepared dishes with strong aromatic components
and a spicy edge.

The key to cooking any Thai dish lies in perfectly balancing the five key flavours - sour,
bitter, salty, sweet and spicy, which takes skills to master. Each Thai dish is therefore never
dull, always bringing in the much needed punch to your palate.

In Thailand, food thus forms a central part of any social occasion, and it often becomes
the social occasion in itself or a reason to celebrate. This is partly due to the friendly, social
nature of Thai people, but also because of the way in which food is ordered, served, and
eaten.

Attention to detail and how pretty it looks when served are relevant to the eating experience.
Thai food presentation is among the most exquisite in the world; serving platters are
decorated with all variety of flower-carved vegetables and fruits, palace-style stir-fries
include elegantly carved vegetables within the dish itself.

Family and friends unite and share through food.

KFC- LARGEST QSR CHAIN IN THAILAND

The KFC organisation is in good shape with an effective structure in Thailand. 700 KFC
restaurants now operate in Thailand and increasing urbanisation with the continuous
construction of infrastructure projects, particularly roads, will increase opportunities for KFC
restaurants in the future.

Thailand is now the eighth largest KFC market in the world.

The exclusive menu offers items in Thailand- including a bucket of crispy popcorn chicken
drizzled in green curry with rice, Thai milk tea topped with ice cream and tiny chunks of
brownies, battered prawn rings and salted egg tarts makes it really special and different from
others at the same time. All tailor-made to suit a nation which considers food as its heritage
and takes responsibility to carry forward it with delicacy.

One of the meals that's setting the internet alight is the famous 'Chick and Cone', which is a
waffle cone filled with popcorn chicken, topped with its signature spicy sauce.
Another recent and one of the most highlighting additions to Thailand KFC has been Meat
Zero, Plant Based chickens.

Consumers will barely notice that the chicken they are eating is made from plants. Whenever
they want to skip real meat, they can have this and they will still enjoy the familiar delicacy.

The launch of Meat Zero’s plant-based chicken is part of KFC Thailand’s sustainability plan
and the chain plans to expand the offering to other outlets in the country.

KFC Thailand has also been advertising aggressively and their strategies have led them to
become the largest restaurant service chain in Thailand.

They also aim to attract new generations who become more conscientious about their
health and sustainable consumption. Plant Based chickens is one step in that direction.

So, we can conclude how important, Food & Beverages are to Thai people. Thus, Thai food
is one of the most important aspects of their culture.

SUBMITTED BY:
DAKSH SETIA, BMS/19/8