'Private companies have the budget to buy a Mercedes, but most of the time, our budget is only enough for us to buy a Toyota."
This analogy was used by the second secretary of the Royal Thai Embassy in Singapore, as she tried to describe the festivals and events hosted by the state. If you hail from the hip tribes that like to spend time at the pervasive lifestyle markets Bangkok likes to throw, one of the gatherings you're likely to have attended is Sansiri's Winter Market Festival, held annually in December around San Samran bridge.
Earlier this month, this brand of chilling, shopping and eating was shipped abroad to Singapore, under the banner of "The Finest Thai". This is the first time the stylish property giant has brought its popular market to foreign shores, but what's more intriguing is that it was held in the grounds of the Royal Thai Embassy. Situated towards the end of famed Orchard Road, it is a prime location, but never before has the embassy opened its doors to co-operate with the private sector to host a grand, public affair that brought in 120,000 people throughout the weekend of its run.
To do so is, understandably, a tricky issue. The usually guarded and somewhat inflexible officials of the past would have been reluctant to collaborate with private companies. The end point at the Singapore fair, however, mostly results in a festival that depicts Thailand as an uber-cool place to head to -- so the conclusion is, everybody wins.
Under a white tent erected on the embassy's spacious lawn, stalls, decorations and activities were carefully curated to present the finest of Thailand, as opposed to simply gathering all the cool things into one place with Winter Market Festivals. Siam Center and Siam Discovery, long known as the most fashion-forward homes of Thai designers, had a spacious area under the tent to feature the latest clothes, bags, shoes and jewellery from cutting-edge designers such as Tube Gallery, Good Mixer, Q Design and Play, and Iconic.
Sumet Sianglek of Iconic is no stranger to trade shows and festivals, and says of this particular festival: "It looks cool, not like how we've seen the government usually set its events. Like, there's Jim Thompson, which looks expensive but is modern. I think this is how these events should be, not super-duper-Thai. I think this is why Siam Center agreed to be part of this -- because it's not restricted by limitations."
Yes, there were corners of culture, where visitors could learn the age-old art of silk weaving (led by the Ministry of Commerce and Bangsai Arts and Craft Centre) and also join workshops that taught Thai calligraphy or provided cooking demonstrations. But inside the air-conditioned building, usually closed to the public, lay leading products that did not only revolve around benjarong ceramics and a piece of Surin silk that cost S$16,000 (392,700 baht).
There were also leading spa names, like Harnn, and cute pottery, accessories and knick-knacks from over 20 brands bestowed with prestigious design or product-quality awards (such as the DEmark Awards). Chosen by the Department of International Trade Promotion, these were brands considered the finest and most likely to succeed -- and these were not simply limited to the expected, Thai-looking array. Beanbags were sprawled across the gardens, while even the performances that took place shied away from the conventional, with hip sounds coming from the Paradise Bangkok Molam International Band and cool-international guy Uttsada Panichkul filling in as MC.
It's mainly the food, though, that enticed people through the gates. With over 35 booths of mouth-watering dishes, big, well-loved names like Greyhound Cafe (fusion) and Jim Thompson (royal cuisine) were among the participants. Thai businesses in Singapore were also given a spot, and it's here that we see creative snacks like pad Thai french fries or salted-egg marshmallows, which drew the teenage crowds. Nevertheless, the most packed booth was none other than After You, with Singaporeans just as excited as Thais for a bite of durian bingsu and the famous shibuya honey toast.
After You may be a leading dessert café at the top of its game, but one must note that it is no breezy affair to import durian into the island of steel regulations. It is here where partnership with the Thai embassy proved to be essential, with its ability to ask for faster clearance of the king of fruits. According to Ornwijit Chupetch, the second secretary, the process of getting those durian through could have taken weeks longer had they been the load of a private company. That it was there for the purpose of promoting Thai culture by the Thai embassy ensured faster clearance, and the promise of icy-cold bingsu went by without a glitch.
Judging from the fact that there were three times the expected visitors, it is clear the Finest festival was a success. It makes for a great case study that future government ministries could look into and perhaps take after -- seeing how a private company with expertise in image-building can bring a modern gloss and chicness to stately affairs. There is no doubt that Sansiri's goal is to sell its properties by showing what a fabulous neighbourhood people will be living in by rounding up all the cool haunts and bites of Thong Lor and Ekamai, as they did this time. But when the goals align with those of the state -- to build a favourable perception of our country -- would it not be a shame to dismiss opportunities to work together? Let them sell their condos, if the by-product involves tangible (and stylish) returns for the nation.
The festival will be moving to Lan Kwai Fong, Hong Kong, towards the end of the year and to Tokyo thereafter.
