Thai restaurants in the United States serve as cultural spaces where international audiences encounter Thai culture beyond cuisine. Through atmosphere, hospitality, visual design, and cultural practices, they communicate values that shape perceptions of Thailand. While prior studies have focused on tourism, marketing, and consumer behavior, limited attention has been paid to their role as media of cultural communication. This study explores how Thai identity is communicated through Thai restaurants in the United States and how these practices contribute to representing Thai Cultural identity internationally. Guided by Cultural Communication, Cultural Identity, and Soft Power perspectives, this qualitative research adopts a multiple-case study approach involving selected Thai restaurants. Data were collected through observations, analysis of restaurant environments and communication materials, and semi-structured interviews with restaurant owners and customers. The study expects to demonstrate that Thai identity is conveyed through authentic cuisine, visual elements, cultural narratives, service practices, and the overall dining experience. Together, these elements create meaningful cultural encounters that shape customers’ understanding and appreciation of Thai culture while reinforcing Thailand’s image abroad. This research contributes to cultural communication scholarship by illustrating how everyday commercial spaces function as platforms for intercultural dialogue and cultural representation, while also offering practical insights for Thai restaurant entrepreneurs and policymakers seeking to strengthen Thailand’s cultural identity and soft power through strategic communication.

Authors:
Benjaporn Panlinfar, Sukhothai Thammathirat Open University, Thailand
Supaporn Sridee, Sukhothai Thammathirat Open University, Thailand
Wittayatorn Tokaew, Sukhothai Thammathirat Open University, Thailand

About the Presenter(s)
Dr. Benjaporn (Nina) Panlinfar is a Ph.D. candidate in the Faculty of Communication Arts at Sukhothai Thammathirat Open University, focusing on innovation in political and local governance communication.

See this presentation on the full schedule – Friday Schedule

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