The allure of Japanese cuisine is experiencing remarkable growth in Thailand, with the number of Japanese restaurants edging closer to the 6,000 mark nationwide, according to recent findings by the Japan External Trade Organization (JETRO).

Released on Wednesday, the survey highlights a 2.9% increase from 2023, bringing the total to 5,916 establishments.

The expansion is particularly evident in tourist-favored destinations such as Chiang Mai and Phuket, which have seen the addition of 23 and 11 new Japanese restaurants, respectively.

JETRO Bangkok's president, Jun Kuroda, noted, 'Thai people's appreciation for Japanese cuisine is undeniable.

This growing demand has fueled the expansion of Japanese restaurants across the country.'

Despite this overall surge, the sushi sector is witnessing a contraction, with a 6.8% decline reported, reducing the number to 1,279 sushi outlets.

Kuroda explains, 'The sushi market in Thailand is highly competitive.

The emergence of high-quality, yet affordable sushi options has increased consumer expectations while intensifying competition among restaurants.'

In a related development, Thailand's Ministry of Tourism and Sports, in collaboration with LINE MAN Wongnai, is leveraging the burgeoning interest in culinary tourism to bolster Chiang Mai's economy.

The collaboration, dubbed the 'LINE MAN Wongnai x TAT Food Festival,' is scheduled from December 11-15, 2024, at the Chiang Mai Cultural Center.

Highlighting the strategic importance of food tourism, Chakraphol Tangessuttitham, Assistant Minister of Tourism and Sports, aims to position Chiang Mai as a creative festival hub.

With contributions from over 70 renowned eateries across Thailand, the festival seeks to restore Chiang Mai's touristic appeal as a vibrant and enticing destination.

Chiang Mai's Deputy Governor, Siwa Thamikanont, emphasized the city's cultural allure, 'Chiang Mai is a destination loved by both domestic and international travelers.

Our wide array of culinary delights significantly enhances the travel experience for food lovers visiting the area.'

Furthermore, Line Man Wongnai's Senior Vice President for On-Demand Business, Siwapoom Lertsarunsilp, remarked on the collaborative effort, 'This partnership is critical in promoting local economic growth through our expertise in dining services, further elevating Chiang Mai as a premier food tourism destination.'

The festival is predicted to draw over 65,000 attendees, offering a platform to showcase Thailand's rich culinary tapestry from various regions.

The event also plans to feature performances from prominent artists and diverse activities, aiming to deeply engage visitors with the cultural facets of Thai cuisine.