NSL Soft Power to Thai Taste Horizon

Thailand is renowned for its strength in “Thai Cuisine,” which is one of the 11 key dimensions of the national Soft Power strategy. This initiative, driven by government policy, seeks to enhance Thai culture on the global stage, creating economic value while enhancing the country’s image.
NSL Foods stands as a developer in food innovation, bringing Thai cuisine to consumers in new and exciting formats such as frozen mango sticky rice, frozen basil rice, and processed Thai desserts. Leveraging advanced production technologies and adhering to international quality standards, NSL aligns with the vision of promoting Thai cuisine as a Soft Power through the concept of “Innovation x Tradition.”
Under the theme “NSL Soft Power to Thai Taste Horizon,” the company aims to promote the image of “Modern Thai Cuisine,” emphasizing deliciousness, safety, and convenience. By harnessing NSL’s innovative capabilities, this initiative aspires to instill pride in Thai culture and sustainably expand the global presence of Thai food.

Explore product information supporting Thailand Soft Power by NSL Intertrade Company Limited – NSL

The global confectionery market was valued at approximately USD 692.52 billion in 2023, with a projected compound annual growth rate (CAGR) of 4.2% from 2024 to 2030.
In 2024, Thailand’s export value is estimated at approximately USD 300.53 billion, representing a 5.4% increase from 2023. This growth reflects the recovery of the global economy and the rising demand for Thai products in international markets.

To support the image of Thai cuisine as innovative and of world-class quality while promoting Thai food as a Soft Power to generate income and create opportunities for the country. NSL aims to advance its innovative food products as representatives of Thai cuisine on the global stage by seamlessly integrating “Thai food culture” with “processing technology” to meet the needs of new-generation consumers.

• Modern Thai consumers who prioritize convenience and health-conscious food.
• International consumers who enjoy the taste of Thai cuisine but seek convenience.
• Restaurants, hotels, and food service businesses looking for high-quality ready-to-eat Thai dishes.
• Investors and business partners interested in importing or distributing innovative Thai food products

1. Thai Taste Innovation Showcase
   • Display NSL’s innovative Thai food products at trade exhibitions (e.g., Thaifex, Anuga, or roadshows in target countries).
   • Demonstrate the use of NSL products in contemporary Thai dishes.
2. Communicating Thai Culinary Culture through Digital Media
   • Create videos introducing innovative Thai dishes while sharing the history behind each menu.
   • Promote the content through YouTube, TikTok, Instagram, and NSL’s official platforms.
3. Thailand Ready-to-Eat Lab
   • Organize workshops or collaborations with renowned chefs, food researchers, and international chefs to develop new menus using NSL products.
   • Provide opportunities for youth or vocational students in the culinary field to experiment and create new dishes using NSL products.

• Thai cuisine is recognized as “convenient, innovative, and authentically flavored.”
• Thailand’s image as a Soft Power nation is strengthened, particularly in the realm of food culture.
• Increased opportunities for exporting innovative Thai food products.
• Thai youth are inspired to innovate and further develop the country’s culinary culture.

“Khow Thang” Rice Bar by NSL

NSL Foods Public Company Limited

NSL Foods introduces ready-to-eat Thai rice in a unique stick format, transforming traditional plate dishes into a convenient, handheld experience. The rice sticks are crafted from various types of rice, specially developed to ensure that jasmine and riceberry rice maintain their form while preserving their delicious taste. Each stick is filled with vegetable or meat fillings inspired by different dishes.
This product is designed to suit the fast-paced lifestyle of the modern generation. With a specially designed rice stick warmer, it can be heated and ready to eat in just three minutes.

1st Runner-Up1

Outstanding Innovation of 2024 in the Economic Category under the Thailand Synergy for SMEs program, part of the 7 Innovation Awards 2024 initiative.

1st Runner-Up

Thai Rice Innovation of 2024 in the Industrial Group Category by the Thai Rice Foundation under Royal Patronage in collaboration with the National Innovation Agency (Public Organization).

“Khow Thang Rice Bar” exemplifies how local resources can be transformed into commercial products that reflect the unique identity of Thailand. By blending creativity and traditional wisdom with the Soft Power concept, this product emphasizes the use of Thai rice as its main ingredient. And developed into rice stick snacks with flavors and fillings that showcase the diversity of Thai cuisine, such as mango sticky rice, durian sticky rice, and Thai tea, the product not only promotes Thai culture and identity on the global stage but also adds value to Thai rice and supports sustainable community economies.