In today’s Trade 5.0 landscape, global competition is no longer defined solely by “price”. Instead, it is driven by “trust” and “value” that buyers can genuinely experience and verify — from the origin of raw materials and production standards to the storytelling that gives each brand its identity and distinction. With this shift, the Department of International Trade Promotion (DITP) has reaffirmed its mission to strengthen the capabilities of Thai entrepreneurs and expand their access to international markets. To achieve this, the department is advancing the THINK THAILAND: NEXT LEVEL campaign to elevate Thai products and services that reflect the nation’s identity, culture, and inherent strengths. The initiative is designed to equip Thai businesses for the demands of a rapidly evolving global landscape by fostering creativity, encouraging innovation, and driving value creation. Through this approach, DITP aims to enhance the competitiveness of Thai products and services, ensuring they can stand out and succeed in international markets.
For the 2026 action plan, DITP aims to implement more than 680 trade-promotion projects, which are expected to generate no less than 142 billion baht in trade value and benefit over 294,500 entrepreneurs. These initiatives will span both domestic and international activities, aligning with the ministry’s strategy to strengthen Thailand’s overall trade competitiveness. DITP is driving Thailand’s international trade toward becoming one of the Top 5 in Asia by 2027, guided by the concept “Thai to Global: From Local Value to Global Vision.” The approach focuses on transforming Thailand’s cultural identity and traditional wisdom into globally competitive value through innovation, design, and sophisticated storytelling. The initiative also aims to connect Thai entrepreneurs with a full spectrum of trade tools and international market channels — from brand development and standard enhancement to digital-platform advancement and business matching. Through these integrated efforts, DITP seeks to empower Thai businesses to expand sustainably into global markets, strengthen their competitiveness, and generate tangible economic value and increased national income.
Setting the direction with five strategic pillars to propel Thai entrepreneurs onto the global stage.
For the 2026–2027 period, DITP will drive its operations through five interconnected strategic pillars, forming a comprehensive business value chain. These pillars include:
(1) Driving value creation through branding, innovative design, and product development aligned with global megatrends and the emerging economy.
Key target product groups include:
- Value-added agriculture, such as processed agricultural products derived from Thai herbs, as well as products that respond to global consumer trends such as halal products, future foods, healthy foods, and sustainable food.
- Future industries and services, including modern automotive products such as electric vehicles and related components, agricultural machinery, and biotechnology. This category also covers the medical device industry, high-tech and innovation-driven products, technologies that support an aging society, national security industries, smart electrical and electronics manufacturing, as well as advanced agricultural machinery.
- Lifestyle products that respond to the new economy and niche markets, including sustainable lifestyle goods, products for seniors, pets, mothers and children, as well as items that cater to the evolving lifestyles of modern consumers.
(2) Expanding high-potential markets, developing new ones, and increasing Thailand’s export share. DITP will advance its market-expansion strategy across three tiers: major markets (the United States, the European Union, Japan, ASEAN, and China/Hong Kong), high-potential markets (India, Pakistan, Bangladesh, and others), and emerging potential markets (Iraq, Saudi Arabia, and Africa countries). The department will also accelerate the formation of strategic partnerships to strengthen trade cooperation and develop a network of successful exporters under the Thailand Export Champions initiative.
(3) Accelerating the platform economy and e-commerce ecosystem by advancing the development of the Thaitrade.com online trade platform and expanding its network of online partners. These efforts aim to enhance the competitiveness of entrepreneurs and SMEs, providing them with greater access to international markets and broader opportunities for global trade expansion.
(4) Strengthening the capabilities of Thai entrepreneurs to adapt to the new economic landscape, from foundational knowledge of international trade to advanced expertise in market and product development. These efforts are delivered through the New Economy Academy (NEA), equipping entrepreneurs with the skills and practical know-how needed to operate effectively in global markets.
(5) Enhancing international trade services through digital technology, driving the organization’s transformation toward a fully digital government while ensuring transparent, accountable, and good-governance-based management.
The “THINK THAILAND: NEXT LEVEL” campaign is not about promoting ordinary or entry-level products. Instead, it aims to elevate Thai products and services to stand out through innovation, quality, and clearly defined value creation — shaping a strong global perception of Thailand as a source of “Next Level” offerings that are trusted and sustainable. The campaign also seeks to reinforce global confidence in Thai products and stimulate continued demand in international markets. At the same time, it serves as a key mechanism for strengthening the capabilities and competitiveness of Thai entrepreneurs, enabling them to achieve sustainable sales growth amid an increasingly intense global trade environment.
