A Thai Cultural Roadshow in the Nordic and Baltic region took place in Denmark, Finland and Latvia, from 28 May - 14 June 2014. The event was jointly organized by the Thai Ministry of Foreign Affairs, together with the Royal Thai Embassies in Copenhagen, Helsinki and Oslo. The Roadshow was also supported by Tourism Authority of Thailand and Thai Airways International Public Company Limited as part of Team Thailand’s effort aiming to promote Thailand and Thai culture to wider global audiences.

The event showcased a variety of cultural performances by the cultural troupe of the Fine Arts Department, Ministry of Culture of Thailand. They included Thai classical dance, “Khon”, folk plays and Thai martial art demonstrations. The performance also opened to participation from enthused audiences. 

In Denmark, the cultural troupe performed at the Queen’s Hall in the Black Diamond library in Copenhagen on 30 May 2014. More than 300 spectators from diplomatic corps, Friends of Thailand circle, as well as Thais and expats in Denmark took part in the event. On the next day, the cultural troupe performed at the Thai Festival in Havneparken public park in the heart of Copenhagen. The Festival which drew more than 20,000 visitors, also served as venue to showcase Thai products and Thai food.

In Finland, the Thai cultural troupe staged their performances in the cities of Naantali, Helsinki and Tampere of Finland. From 2-3 June 2014, the Royal Thai Embassy in Helsinki collaborated with the Naantali Spa Hotel in organizing the Thai Food Festival with over 300 visitors. Then, on 5 June 2014, the roadshow was organized in Helsinki by the Embassy and the Rotary International District 1420 Southern Finland and Estonia at the Finish National Opera with more than 450 attendants. All fund raised from tickets sales for this event will be donated to the construction of a  child hospital in Helsinki.

During 6 – 7 June 2014, the cultural troupe performed at the Thai Festival at the Lasipalatsin aukio space in front of Kamppi Department Store in Helsinki. The Thai Festival offered booths for Thai food and Thai tourism for more than 15,000 participants. On 8 June 2014, the Royal Thai Embassy, together with the Municipality of Tampere, organized the Thai Festival at the Kirjaston Puisto public park, where more than 3,000 people took part in the event.   

In Latvia, the Thai Cultural Roadshow was held in Riga and Jurmala. In Riga, the Roadshow, organized by the Royal Thai Embassy in Oslo and Riga City Council took place on 10 June 2014 at an open stage esplanade with more than 300 participants. The Roadshow in Riga, the European Capital of Culture in 2014, which was already in its second year running, created a great opportunity for Latvian and Thai cultural exchange. On 11 June 2014, in Jurmula, the Embassy and the Cultural Center of Jurmula organized the Thai Cultural Roadshow with more than 500 participants. Performances included Thai cultural dances, Thai food cooking and handicraft demonstrations. On the same day, the cultural troupe performed at the grand opening ceremony of Thai exhibition at the House of Artists as well.

The roadshow was a success and served its purpose in fostering people-to-people network, and reinforcing Thailand’s positive image while strengthening multidimensional relations with the abovementioned European countries.