KTC, or Krungthai Card Public Company Limited, has joined the Department of Cultural Promotion, Ministry of Culture, as a partner in the “Thai Local Food to World Food” initiative under the concept “The Lost Taste: The Living Heritage.” The collaboration aims to promote Thai local cuisine among a wider range of consumers while connecting cultural heritage, tourism, and the creative economy through dining experiences and exclusive privileges for KTC credit cardmembers.
The initiative builds upon the “1 Province, 1 Local Dish: The Lost Taste” project, which has been implemented by the Department of Cultural Promotion since 2023 to compile knowledge of Thai local cuisine from all 77 provinces, covering more than 231 dishes. The project has subsequently been developed into the “Thai Local Food to World Food” initiative and the “Thailand Best Local Food” (TBLF) certification, which recognizes the quality, identity, and potential of Thai local cuisine and supports its wider recognition.
In 2026, more than 170 restaurants applied to participate in the initiative. Following the selection process, five model restaurants were awarded the “Thailand Best Local Food” certification based on excellence in three areas: Heritage Value, Culinary Interpretation, and Restaurant Excellence.
The five model restaurants are classified into two categories. The Classic Selection, which recognizes the preservation of cultural roots and traditional recipes, comprises Khao San Sek in Bangkok for Gaeng Ranj Juan; Toh Daeng in Phuket for Yum Ya Nut; Bucha Gallery & Restaurant in Phuket for Khao Niao Lueang; and Mok in Ubon Ratchathani for Woon Tan Nam Kati. The Creative & Innovative Selection, which recognizes contemporary interpretation while retaining the essence of the original dish, comprises Bo.lan in Bangkok for Lon Pla Som.
Ms. Varitta Phatanarajta, Head of Credit Card Marketing Division at KTC, said, “Thai local cuisine holds value beyond taste, as it reflects local ingredients, traditional knowledge, ways of life, and the identity of each locality. KTC is leveraging the strength of its member base and restaurant partner network to connect consumers with restaurants and distinctive dining experiences, while encouraging members to experience local flavors firsthand. This collaboration also supports restaurant operators and helps stimulate spending within the creative economy.”
“Consumers today place greater importance on experiences, particularly cuisine with a distinctive origin, cultural background, and connection to its locality. This collaboration aligns with KTC’s approach to providing privileges that go beyond financial value, while creating opportunities for members to discover new experiences through restaurants and Thailand’s distinctive culinary culture,” Ms. Varitta added.
As part of this collaboration, KTC will support marketing and promotional activities from August to October 2026. One of the key activities is “The Lost Taste Restaurant Month,” which will take place throughout September. The five model restaurants will present special menus based on rare Thai local recipes, encouraging consumers to experience local cuisine and helping preserve these culinary traditions in contemporary society.
KTC also offers exclusive privileges for KTC credit cardmembers at the five model restaurants certified under the “Thailand Best Local Food” program. Cardmembers will receive a 10% discount when ordering “The Lost Taste” menu and dining at participating restaurants, subject to the specified terms and conditions, from September 1 to November 30, 2026. Further information is available at https://www.ktc.co.th/en/promotion/dining-restaurants/restaurants/the-lost-taste. All privileges are subject to applicable terms and conditions.
For more information, please visit www.ktc.co.th. Those interested in applying for a KTC credit card can learn more at ktc.today/apply-card or visit any KTC TOUCH branches nationwide.
Note: It is advisable for credit cardholders to use their cards responsibly and repay the full amount by the due date to avoid a 16% annual interest rate.