The Department of Trade (DoTr), in collaboration with the Department of Agricultural Marketing and Cooperatives (DAMC), the Bhutan–Thai Chamber of Commerce (BHTCC), and Live Twice Co., Ltd., organized a Promotional Pop-up Event and B2B Networking Event from 27–30 May 2026 in Bangkok, Thailand. The programme was supported by the Royal Bhutanese Embassy in Bangkok, JICA Bhutan, Villa Market, CSI Market, and participating Bhutanese enterprises.

The initiative aimed to promote Brand Bhutan and Bhutan Seal Award products in the Thai market, facilitate business-to-business linkages, enhance market access opportunities for Bhutanese enterprises, and enable participating beneficiaries to gain first-hand exposure to international market trends and consumer preferences.

Six Brand Bhutan and Bhutan Seal Award beneficiaries participated in the programme with support from the Department of Trade to showcase and promote a range of certified Bhutanese products, including handwoven textiles, organic food products, dried floral products, traditional herbal tea (Zangja), herbal incense products, and traditional Bhutanese incense. The event provided an opportunity to introduce these products to Thai consumers, buyers, distributors, and potential business partners.

On 27 and 28 May 2026, the beneficiaries participated in a Promotional Pop-up Event at Villa Market, one of Thailand’s leading premium supermarket chains. The event provided an opportunity for direct interaction with consumers and allowed participating enterprises to receive valuable feedback on their products and assess market interest. The event was attended by Mr. Surapong Poosanakhom, Founder and President of Villa Market, and Deputy Chief of Mission of the Royal Bhutanese Embassy in Bangkok, along with other invited guests and stakeholders.

On 29 May 2026, a B2B networking event was organized to connect Bhutanese enterprises with potential buyers, distributors, retailers, and business partners in Thailand. The event attracted 76 participants representing various business sectors and provided a platform for product presentations, business discussions, networking, and exploration of potential commercial partnerships.

On 30 May 2026, the delegation visited THAIFEX – ANUGA Asia 2026, one of Asia’s leading food and beverage trade exhibitions. The visit enabled beneficiaries to observe international best practices in product development, packaging, labelling, branding, merchandising, retail presentation, and marketing strategies, while also gaining exposure to emerging market trends and innovations within the food and consumer goods sectors.

Throughout the four-day programme, participating beneficiaries and officials also conducted market research and gathered market intelligence to better understand consumer preferences, product positioning, pricing, packaging requirements, and market opportunities within the Thai market.

The programme forms part of the Department of Trade’s ongoing efforts to support Brand Bhutan and Bhutan Seal Award beneficiaries in strengthening their competitiveness, expanding market access, and exploring export opportunities in regional and international markets.