Conceptualization of Thai Cuisine Images Through Sustainable Storytelling

Abstract

         This research is a qualitative study with the following investigation objectives: (1) the perception of Thai food and the consumption behavior of Generation Z. (ages ranging from 11-26 years old or were born between 1997-2012) (2) the concept of Thai food. (3) the significance of sustainable storytelling in promoting Thai cuisine and (4) guidelines for creating concepts and images of Thai food through sustainable storytelling. The primary sources of information included representatives from government agencies, educational institutions, cooking institutes, instructors, and students enrolled in Thai food courses, totaling 16 participants. The research employed semi-structured interviews as the primary data collection method. The data were analyzed through content analysis and presented in an essay format.

         The results found that 1) perception of Thai Food and Generation Z Consumption Behavior (2018-2023): Thai cuisine has gained considerable popularity among foreign tourists with the active support from government agencies that have promoted food as a part of Thailand's Soft Power strategy. However, it was evident that Generation Z displayed a lesser degree of familiarity and interest in Thai cuisine. This lack of engagement could be attributed to the prevailing notion that Thai food involves complex cooking processes and is time-consuming to prepare. Additionally, there were instances where Generation Z found the taste of Thai food unappealing, were unfamiliar with the food, or simply felt uncomfortable with the unfamiliar flavors. Nonetheless, there were segments within Generation Z who consumed Thai food as a result of social trends prevailing during that time. 2) Concept of Thai Food: Thai food is a culinary tradition that has been passed down from generation to generation, embodying an essential element of the nation's cultural heritage. It is renowned for its distinctive flavors, uniqueness, and its status as a culinary symbol of the nation. Thai cuisine can be broadly categorized into two primary types: savory dishes and desserts. 3) The significance of Sustainable Storytelling for Thai Food: It was found that Thai cuisine, with its deep historical roots and traditional cooking methods, holds immense cultural significance. Sustainable storytelling is essential to raise awareness, generate interest, and stimulate the appetite of Generation Z for Thai food. 4) Guidelines for creating the Thai Food Image through sustainable storytelling: The research identified the pivotal roles that both public and private entities can play in promoting high-quality and sustainable storytelling about Thai cuisine. In addition to the Soft Power that Thai food holds, entrepreneurs involved in the Thai food industry are poised to be significant contributors in leveraging Thai cuisine as a form of Soft Power, effectively shaping the image of Thai food in a sustainable manner for consumers and Generation Z.