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Thailand Showcases Molam at Wonderfruit 2025: A Celebration of Culture, Sustainability, and Global Creativity
Published on
December 14, 2025
The Tourism Authority of Thailand (TAT) has once again made an impression at the prestigious Wonderfruit Festival, demonstrating its dedication to cultural exchange and sustainable tourism. The 2025 edition of Wonderfruit, held from December 11 to 15 at The Fields, Siam Country Club in Pattaya, Chonburi Province, provided an ideal platform for showcasing northeastern Thailand’s cultural richness through the captivating sounds of molam, a traditional folk music genre.
TAT’s involvement in Wonderfruit 2025 was especially significant, as the festival celebrated a decade of creativity. This year’s festival drew thousands of people from all over the world, eager to participate in immersive activities and diverse cultural performances. Thailand’s participation was critical to the event’s continued success, reinforcing the country’s position as a leading sustainable tourism destination and global event hub.Advertisement
Showcasing Thai Heritage Through Molam
For the ninth consecutive year, TAT joined the festival, showcasing Thailand’s rich cultural heritage under the theme Unforgettable Experience: Healing is the New Luxury. Central to Thailand’s presentation was molam, an art form deeply rooted in the northeastern region of the country. Known for its vibrant melodies and heartfelt lyrics, molam represents the soul of rural Thailand and was performed live on stage to a captivated audience.
At the Molam World with Amazing Thailand Zone, festival-goers were able to immerse themselves in this unique cultural experience. The live performances brought the sounds of molam to life, highlighting the traditional instruments and powerful voices that define this music genre. Visitors were also treated to a variety of activities that delved deeper into the cultural and culinary aspects of Thai life.Advertisement
A Culinary Experience from Thailand’s Five Regions
The Molam World was not only a musical celebration but also a culinary journey. TAT created an open kitchen that showcased the diverse cuisines of Thailand’s five regions. The flavours of northern, northeastern, central, southern, and eastern Thailand were represented through a variety of dishes, allowing international guests to experience the country’s rich culinary traditions.
From spicy salads and fragrant curries to grilled meats and fresh seafood, the food on offer reflected the regional diversity that is so integral to Thailand’s identity. Each dish was carefully selected to complement the molam performances, providing a full sensory experience that celebrated Thailand’s cultural diversity.Advertisement
Cultural Exchange with the Phi Ta Khon Performance
As part of its cultural offerings, TAT also presented a Phi Ta Khon performance, an exciting and live …