Bangkok, 18 September 2025 – The Tourism Authority of Thailand (TAT) reinforced Thailand’s cultural presence in China at the third “Very Thai Dien Feng Music Festival,” held in Guangzhou on 13–14 September 2025. The international festival, initiated by Thailand’s TCP Group, producer of Red Bull, drew an estimated 60,000 visitors and underscored the growing role of creative industries in strengthening cultural ties between Thailand and China.
The festival featured two main stages and more than 19 leading artists from both countries, with performances under the theme “Very Thai. Very Viral. Red Bull Goes Big, Bringing Viral Thai Artists to the Chinese Stage.” Alongside live music, the event offered drone shows, food and lifestyle zones, and cultural showcases that celebrated diversity and modern creativity.
TAT Guangzhou Office curated a Thai pavilion to showcase the “5 Must Do in Thailand” campaign, inspiring Chinese and international visitors with authentic experiences. The five themes highlighted Thailand’s diversity: Must Taste regional cuisine, Must Try unique activities, Must Buy traditional crafts and souvenirs, Must Seek hidden destinations, and Must See cultural performances and landmarks.
The pavilion also engaged audiences through creative workshops, including recycled bag making and Thai herbal inhalers, emphasising sustainability and wellbeing. All activities were presented under the globally recognised Amazing Thailand brand, building awareness and encouraging future travel to Thailand.
Mr. Nithee Seeprae, TAT Deputy Governor for Marketing Communications, who attended the festival in Guangzhou, said “This event shows how music and culture can bring people together across borders. By presenting Thailand’s ‘5 Must Do’ experiences here, we are honouring 50 years of Thai–Chinese friendship while inspiring travellers to discover Thailand through authentic, diverse and sustainable journeys.”
The festival forms part of TAT’s year-long programme commemorating five decades of diplomatic relations between Thailand and China. Other activities in 2025 include Thai Fest in Beijing, which brought Thai culture to the heart of the Chinese capital, and the Red Bull Challenge in Inner Mongolia, which promoted Thai sport and adventure travel to more than 4,000 students. These initiatives reflect shifting travel trends in China, with younger travellers seeking immersive experiences such as cultural festivals, outdoor activities, and city walks.
By aligning cultural diplomacy with tourism promotion, TAT is strengthening Thailand’s global image as a destination of creativity, sustainability, and meaningful travel.
