Thailand recently amazed the world once again when its team became the first eight-time champion of the annual International Snow Sculpture contest at Japan's world-famous Sapporo Snow Festival.
There are a couple of things about the Thai team's achievements that people might be wondering about. Firstly, everybody knows that there's no snow in Thailand; so how on earth did the Thai sculptors practise? And secondly, why has the Tourism Authority of Thailand (TAT) been sponsoring a team at this event every year for over two decades?
Well, the first question first. Although it's rare for temperatures in Bangkok to drop low enough for people to wear a sweater, let alone see a flake of snow, the members of the Thai squad are experts in ice carving, a common feature at banquets in the city's top hotels. It's true that sculpting solid ice in air-conditioned halls is not the same as working with snow in the harsh outdoors, but these artists have become adept at adjusting their techniques and designs to suit the looser material.
Experience also plays a significant role. Each of the three sculptors have taken part in this event, held every year in Sapporo's Odori Park, many times; they know what they were doing. This year's winning piece Betta Brilliance, which depicted three Siamese fighting fish, was carved from a 3x3m block of snow in four days, using only conventional tools.
Now, let's address the second question. Why have TAT been sending Thai sculptors to this event every year for 22 years?
I asked Kitsana Kaewtumrong, executive director of TAT's Advertising and Public Relations Department. He explained that it began as a way for TAT to spark Japanese interest in Thailand.
"With a limited budget, we knew we couldn't afford to buy enough advertisement space in the Japanese media," he recalled. "But having a Thai team take part in such an international event gave us the chance to get some decent exposure.
"Every time we win, all the major media outlets in Japan focus on Thailand. In the age of selfies and social media, this exposure is multiplied."
Over the years, the Thai team developed into one of the most successful at the event.
"Even when we were not champions, we always made it into the top five. Every year we are among the favourites to win," he said. With such continual success, the Thai team has a strong fan base in Japan. "A lot of people have been inspired to learn more about Thailand, our language and our culture. Naturally, they want to visit the country, too."
Yolrawee Sittichai, deputy director of TAT's Tokyo office, explained that, since the Sapporo Snow Festival and its snow sculpture contest take place early in the year, it serves as a good occasion to spur awareness of Thailand among the Japanese.
"Such awareness is a big help when we bring out marketing campaigns during the rest of the year," she said, adding that many Japanese tourists to Thailand are repeat visitors who look for new destinations in the Kingdom.
"Phrae and Nan, for example, have become more popular," she said. "But so far, most Japanese visitors to Thailand are men. We want to attract more female travellers."
Last year, Thailand welcomed 1.65 million visitors from Japan, an increase of 7.23% on 2017. The hope is that this figure will continue to rise. The Thai snow sculpting team will keep doing their bit. If they retain their crown next year, it will be the second time that Thailand has been Grand Champion for three years running.
