Thai food manufacturer and exporter Thai Choice says resilience, product innovation and easier-to-cook authentic meals are helping transform Thai cuisine from a niche export into an everyday global food category.
Speaking on Tuesday on the opening day of Thaifex–Anuga Asia 2026, the annual food and beverage trade fair held at Impact Arena, Muang Thong Thani, the company outlined how it has navigated geopolitical disruptions, freight crises and shifting consumer preferences while expanding Thai flavours into mainstream international markets.
"We wanted Thai food to become a part of everyday global consumption, not just a niche ethnic category," said Srichanok Wattanasiri, founder of Monty & Totco Co Ltd, owner of the Thai Choice brand.
Rather than relying primarily on Asian speciality stores, Thai Choice focused on placing products in mainstream supermarkets to broaden access to authentic Thai cuisine.
Founded after its owners left the pharmaceutical industry, the company entered food exports with a long-term ambition to promote Thai cuisine globally.
Now led by a second generation, Thai Choice has continued expanding into new markets through rebranding, reformulated products and redesigned packaging.
Prao Vajrabhaya said the company recently rebuilt its presence in Saudi Arabia following the restoration of diplomatic ties between Thailand and the kingdom, reintroducing products through signature Thai dishes and rebuilding business relationships from scratch.
Adaptability, she said, remains central to the company's strategy. But exporters continue to face pressure from geopolitical tensions in the Middle East, particularly higher logistics costs and shipping disruptions through the Strait of Hormuz.
"Some shipments that previously took 20 days to reach Dubai now take nearly three months," Ms Prao said.
Despite near-term challenges, Thai Choice sees long-term growth opportunities from trade liberalisation, particularly in Europe and the Nordic region, where demand for Asian cuisine, sustainability and wellness products is rising.
The company has expanded its health-conscious range with lower-sugar, lower-sodium and plant-based products, alongside convenience-focused packaging such as aluminium pouch curries.
Its latest campaign, "Authentic Thai Cuisine, Made Easy", aims to simplify Thai cooking while preserving authenticity, with sauces designed to create complete dishes using a single bottle.
Alongside its best-selling sauces, Thai Choice recently launched instant noodles inspired by 16 Thai signature dishes, including khao soi, tom yum and green curry.
