Thailand is advancing its geographical indication strategy with an emphasis on international markets, particularly Japan, while expanding its catalog at home and in other regions. The Department of Intellectual Property (DIP) in Thailand announced plans to submit applications for three additional GI products in Japan during the second quarter of this year. This move complements the nation’s ongoing efforts to leverage GI designations as a driver of community-based economic growth, enhance soft power, and add value to local goods through biodiversity, climate advantages, and traditional knowledge.
Japan GI registration push and proposed products
Thailand’s GI expansion into Japan is anchored by a concise set of three products intended for registration in the Japanese market within the current year. The department’s director-general, Nusara Kanjanakul, has indicated that the submission timeline for these registrations is targeted for the second quarter. The three products slated for GI recognition in Japan are Hom Thong Bua Daeng banana, Nam Dok Mai Si Thong Phitsanulok mango, and Phetchabun sweet tamarind Lamphun. Each product represents a distinct agricultural or culinary heritage associated with specific Thai provinces, reinforcing Thailand’s broader goal of highlighting regional specialties on the international stage.
This initiative builds on Thailand’s prior GI successes in Japan, where three GI products—Doi Tung coffee, Doi Chaang coffee, and Huaymon pineapple—have already secured recognition. The government views the Japanese registrations as a strategic step to broaden the footprint of Thai GI products in high-value markets, reinforcing Thailand’s stance that GIs are a powerful tool for economic inclusion and cultural promotion. The DIP frames these registrations as part of a broader national strategy to use GI labels to foster sustainable growth at the community level, with GI products serving as a form of soft power that communicates the country’s unique biodiversity and traditional knowledge to international consumers.
The three slated registrations in Japan reflect Thailand’s intent to capitalize on Japan’s discerning consumer base and sophisticated distribution networks. By aligning with market preferences and ensuring that the packaging, branding, and product storytelling resonate with Japanese buyers, Thailand aims to elevate the perceived value of these local goods. The GI applications are also part of a broader plan to broaden distribution channels, improve product design, and position GI-labelled items as premium options in both traditional and emerging retail formats.
Thailand’s GI portfolio: current international registrations and reach
Thailand has already registered nine GI products internationally, underscoring the country’s commitment to protecting and monetizing its regional specialties on a global scale. The globally recognized GI products include Thung Kula Rong Hai hom mali rice, Sangyod Muang Phatthalung rice, Doi Tung coffee, Doi Chaang coffee, indigenous Isan silk yarn, Lamphun brocade silk, Phetchabun sweet tamarind, Lamphun golden dried longan, and Huaymon pineapple from Uttaradit. These items illustrate the diversity of Thailand’s GI portfolio, spanning agricultural staples, artisanal textiles, and specialty fruits.
Thailand’s GI products are registered in more than 33 countries, illustrating a broad international footprint. The roster of markets contributing to the global reach includes the European Union, Japan, Vietnam, Malaysia, Indonesia, India, and Cambodia, among others. This international presence enhances Thailand’s cultural diplomacy while providing producer communities with access to diversified export opportunities. The geographic spread also helps buffer local producers against market fluctuations in any single country, creating a more resilient supply chain for GI-labelled goods.
In total, Thailand has 227 GI registrations that generate substantial economic value. The department notes that these registrations collectively contribute more than 77 billion baht annually, reflecting the significant payoff of GI protection for producer communities and the broader economy. The DIP emphasizes that this value arises not only from higher export opportunities but also from strengthened domestic demand and increased visibility in both traditional and digital marketplaces.
Market strategy: distribution, promotion, and value creation
Thailand’s approach to promoting GI products hinges on expanding distribution channels within the domestic market and capitalizing on international e-commerce and major retailers. The DIP has been proactive in broadening access to GI-labelled products by collaborating with major department stores and online marketplace platforms. Notably, e-commerce platforms such as Shopee, Lazada, and Born Thailand are highlighted as important channels for reaching both national and cross-border consumers. By leveraging these platforms, producers can access a wider audience and create more direct paths to consumers, complementing traditional wholesale and specialty channels.
Additionally, the department is pursuing a robust presence for GI products in trade shows and industry events. Plans include showcasing GI goods at a GI Pavilion during Thaifex-Anuga Asia 2025 in May and at Thailand Coffee Fest 2025 in July. These events provide a strategic platform to present Thailand’s GI portfolio to an international audience, including importers, distributors, restaurateurs, and retailers from around the world. The emphasis on events aligns with a broader objective of reinforcing the premium positioning of GI products and demonstrating their appeal to both everyday consumers and high-end markets.
Packaging redesign and alignment with market demand are central to the value-creation strategy. By improving packaging design, branding, and product storytelling, the DIP aims to increase consumer appeal, extend shelf life where appropriate, and support higher pricing for GI-labelled goods. The packaging upgrade is also intended to improve portability, freshness, and visual differentiation on crowded shelves, which can help producers command a premium for their regional specialties.
The DIP also points to the growing presence of GI products in Michelin-starred restaurants and high-end dining menus. This trend signals a shift in perception, where GI-labelled goods are seen not only as regional curiosities but as ingredients with culinary credibility and narrative depth. In addition to culinary prestige, there are discussions about turning GI-producing regions into tourist attractions, thereby integrating agri-cultural experiences with agritourism. Such a strategy can create a more holistic value chain, linking farmers, processors, and tourism operators in ways that reinforce the GI ecosystem.
The 2025 expansion plan: 22 new GI products and value projections
Looking ahead to 2025, the DIP has outlined an ambitious plan to register 22 new GI products across 18 provinces. The planned mix includes 14 plant-based products (fruits and vegetables), three fishery products, two food products, two textiles and handicrafts, and one wine/liquor product. This expansion reflects a multi-sector approach designed to diversify Thailand’s GI portfolio, broaden regional representation, and deepen the geographical coverage of GI protections.
The anticipated impact of this expansion is substantial. The department projects that the additional GI registrations could contribute 5.8 billion baht in value. This projection aligns with the government’s objective of driving incremental income for producer communities, strengthening value chains, and enhancing regional economic resilience through GI branding and protection.
There are already 184 GI-labelled products in Thailand, with more than 15,000 producers authorized to apply the Thai GI label. This indicates a sizable base of smallholders, farmers, artisans, and small-to-medium enterprises that stand to benefit from GI recognition. The large number of producers underscores the reach of the GI program and the potential for inclusive economic growth across multiple provinces and sectors.
The DIP has also introduced the GI Smarttrace system, a digital traceability solution tailored specifically for GI products. This system is designed to enhance transparency, verify origin, and streamline compliance for producers and regulators. The adoption of digital traceability supports market confidence, enables easier verification by buyers and retailers, and helps protect the integrity of GI-labelled goods throughout the supply chain.
GI Smarttrace and the broader digital strategy
The GI Smarttrace system represents a key component of Thailand’s adoption of modern, tech-enabled governance to support GI protection and commercialization. By providing an auditable digital trail for GI products, the system helps ensure that the origin, production methods, and quality standards associated with a GI designation are consistently met. For producers, this translates into increased trust from distributors, retailers, and consumers, which can translate into higher demand and more stable pricing.
From a regulatory perspective, digital traceability enhances compliance monitoring and enforcement, reducing the likelihood of mislabeling or misrepresentation of GI products. It also supports international trade partners who require robust verification processes. The GI Smarttrace initiative signals Thailand’s commitment to leveraging technology to safeguard cultural heritage, improve market access, and sustain the growth of GI communities.
The GI program’s expanded digital capabilities complement its broader objectives of domestic promotion and international outreach. As packaging, branding, and storytelling are refined to appeal to consumers in Japan, Europe, and other markets, digital traceability provides a reliable backbone for quality assurance and authenticity claims. The combination of improved packaging, strategic event appearances, and transparent supply-chain information positions Thai GI products for sustained growth in diverse market contexts.
Lines of impact: communities, cuisine, and tourism
Thai GI products offer more than market value; they contribute to community resilience and cultural preservation. By enabling producers to connect with larger markets and achieve premium pricing, GI designations support livelihoods in rural and peri-urban areas. The integration of GI products into Michelin-starred menus and upscale dining signals not only culinary prestige but also recognition of the artisanry and regional biodiversity embedded in these goods. The potential to turn GI-producing regions into tourist attractions further broadens economic opportunities, linking agriculture, crafts, and local culture with tourism and hospitality sectors.
Moreover, the strategic expansion into Japan and other international markets reinforces Thailand’s role in global food and lifestyle supply chains. It demonstrates how GI labels can function as markers of quality, provenance, and sustainable production practices. As consumers increasingly seek authentic regional products with traceable origins, the Thai GI program stands to benefit from stronger brand equity and longer consumer loyalty. In turn, producer groups gain access to capacity-building opportunities, improved packaging and presentation, and more effective marketing narratives that emphasize regional identity and ecological stewardship.
Consolidated outlook: ongoing momentum and expectations
Overall, Thailand’s GI program is characterized by sustained momentum across multiple fronts. The ongoing registration push in Japan, the expansion to 22 new GI products in 2025, and the continued international presence of nine GI products illustrate a comprehensive strategy to maximize value, preserve heritage, and empower local producers. The DIP’s efforts to broaden distribution, enhance packaging, and participate in high-profile industry events demonstrate a holistic approach to market access and consumer engagement.
The projected incremental value from 2025 registrations—5.8 billion baht—augurs well for producer livelihoods, regional development, and national economic indicators. The R&D and branding investments embedded in packaging upgrades, design improvements, and storytelling initiatives are likely to yield longer-term benefits beyond immediate revenue, including increased consumer recognition, stronger brand narratives, and more robust supply chains. The GI Smarttrace system adds a critical layer of transparency and trust, supporting regulatory compliance and buyer assurance as Thailand deepens its GI footprint globally.
Conclusion
Thailand is expanding its geographical indication strategy with a clear focus on Japan, while simultaneously growing and strengthening its GI portfolio at home and across international markets. The three GI products targeted for registration in Japan this year—Hom Thong Bua Daeng banana, Nam Dok Mai Si Thong Phitsanulok mango, and Phetchabun sweet tamarind Lamphun—complement existing registrations and reflect a broader national plan to leverage GI protections for community-driven economic development and cultural promotion. The country’s nine internationally registered GI products demonstrate a robust global footprint across more than 33 countries, including major markets in the EU, Japan, Vietnam, Malaysia, Indonesia, India, and Cambodia.
Economic impact is substantial, with 227 GI registrations generating more than 77 billion baht annually and a broad distribution strategy through major department stores and online platforms such as Shopee, Lazada, and Born Thailand. Thailand’s GI initiatives are also aligning with premium culinary channels, as GI-labelled products feature in Michelin-starred restaurants and high-end dining menus, while plans to transform GI regions into tourist attractions offer a multi-faceted growth model that links agriculture, crafts, tourism, and hospitality.
Looking ahead to 2025, the DIP aims to register 22 new GI products from 18 provinces, spanning plant-based items, fishery products, foods, textiles and handicrafts, and a wine/liquor product. This expansion is expected to add 5.8 billion baht in value and build on a portfolio of 184 GI-labelled products with more than 15,000 authorised producers. The introduction of the GI Smarttrace digital traceability system further strengthens origin verification and market confidence, supporting a resilient, transparent GI ecosystem that benefits producers, communities, and consumers alike.