Amazing Thailand Mid-Autumn Celebration showcases Sino-Thai cultural ties

Chinese dance and music performances were shown during the Amazing Thailand Mid-Autumn Celebration 2026 on Sept 25 in Bangkok. (Photo provided by TAT)

The Tourism Authority of Thailand, or TAT, held the Amazing Thailand Mid-Autumn Celebration 2026 on Sept 25 in Bangkok. The event precedes four themed journeys for Chinese KOLs from Sept 26-29, combining Thai-Chinese connections with first-hand experiences to encourage future travel from China.

The celebration featured on-stage Chinese calligraphy blessings, followed by Thai and Chinese songs, Thai-Chinese dance and music performances, calligraphy and traditional fortune-stick workshops. Guests also sampled mooncakes and Chum Chum's "Moonlit Amber Tea", bringing Mid-Autumn traditions into a contemporary Thai setting.

In her opening speech, TAT governor Thapanee Kiatphaibool said Mid-Autumn is rooted in reunion and togetherness, and through Nihao Month, a tourism campaign that has been promoted by TAT for three consecutive years, as a platform that translates these long-standing ties into travel demand.

"By enabling Chinese KOLs and influencers to experience Thailand first-hand, we can broaden consideration of the destination among Chinese audiences. The program gives this effort a clear direction, positioning Thailand around quality and meaningful experiences that turn inspiration into travel," she said.

Cultural Affairs Counsellor of the Chinese Embassy in Thailand Yang Xiaolong (left) and TAT Governor Thapanee Kiatphaibool wrote blessings in both Thai and Chinese. (Photo by Liu Tian/chinadaily.com.cn)

After the celebration, 31 Chinese KOLs visited White Jade Tai Hong Gong Shrine, where TAT is holding a Nihao Month cultural and tourism exhibition till the end of October. Highlighting an "Under the Same Moon" concept, the activation features a photo backdrop and exhibition highlighting Thai-Chinese cultural connections through tourism.

According to TAT, the 31 Chinese KOLs will split across four themed routes from Sept 26-29. Each journey immerses participants in distinctive experiences spanning creativity, nature, culture, gastronomy, wellness, and local lifestyles, generating first-hand destination stories to extend campaign visibility, broaden awareness of Thailand's diversity, and convert digital engagement into future travel demand.