Somdet Susomboon, Director-General of the Department of International Trade Promotion (DITP), has emphasised the role government officials posted overseas play in promoting the country, in accordance with the Market-led strategy adopted by Jurin Laksanawisit, Deputy Prime Minister and Minister of Commerce.
“Those who work abroad need to seek export opportunities for Thai products and services, especially food, household and hygiene products, medical equipment and BCG Economy (Bio-Circular-Green Economy) products,” Susomboon said. He also added that niche products aimed at pets, the elderly, mothers and children, ethnic groups and the hospitality sector were important.
According to the Director-General, DITP representatives need to accelerate and strengthen the trade network with importers, distributors, retail shopping departments, distributors, chambers of commerce and trade associations, as well as government agencies involved in international trade.
It is also important for officials to venture out to city and local regional levels to accelerate demand for and awareness of Thai products in markets.
“In addition, there should be a practical working linkage between Thai Trade Centers abroad, in creating export opportunities for local operators and farmers,” he said.
The DITP has organised promotional activities for Thai products, such as online and offline trade shows, business negotiations and enhanced trade cooperation to expand trade, investment and economic cooperation.
The Director-General suggested that work plans should focus on Online Business Matching (OBM) events, virtual or hybrid trade fairs, overseas trade shows, and Top Thai Brands via the Mirror-Mirror format, which allows companies to promote their products internationally via agents without travelling themselves.
In terms of PR and Marketing, Susomboon believes greater use should be made of online channels, such as media, social media, online magazines and Influencer groups to create demand for Thai products.
In the meantime, Thai businesses should use Cross Border e-commerce channels to reach international consumers and to penetrate secondary cities through expanding trade cooperation with government and private organisations at both state and regional levels.
Words by Natthinee Ratanaprasidhi