COMMUNICATING THE IDENTITY OF KHAO SOI AS A LANNA MULTICULTURAL CULINARY WISDOM TO PROMOTE THAI FOOD SOFT POWER

Abstract

This research aims to study the identity of Khao Soi, a Lanna cultural heritage food, analyze factors promoting its identity communication, develop strategies for Khao Soi's identity communication, and promote the creation of Thai food soft power. The research found that Khao Soi is a dish rooted in the multicultural Lanna tradition, reflecting the wisdom of cultural fusion in Southeast Asia and the cultural exchange between Thailand, China, Myanmar, and India through trade and travel in the region. Factors promoting Khao Soi's identity communication include its history, ingredients, unique taste and preparation methods, presentation style, and connection to place and culture. Strategies for communicating Khao Soi's identity and promoting Thai food soft power, aligning with modern trends while preserving its Lanna cultural identity, will enhance its international recognition. Utilizing Khao Soi as a tool for Thai soft power involves highlighting its story, historical and cultural value, leveraging digital media and social media, collaborating with influencers, organizing international food festivals, using Khao Soi as a symbol of Thai identity in films showcasing the charm of Lanna food culture, and creating Khao Soi-related activities to promote food tourism internationally.