On 27 April 2026, the Royal Thai Embassy in Budapest organized the Chud Thai Fashion Show at the Anantara New York Palace Hotel. The event featured a runway presentation of the eight original styles of Chud Thai (Thai national dress), conceived and popularized by Her Majesty Queen Sirikit The Queen Mother of Thailand, alongside contemporary adaptations designed by PASSA silkwear.

 

The fashion show formed part of Thailand’s global campaign to promote Chud Thai, in conjunction with Thailand’s nomination of “Chud Thai: The Knowledge, Craftsmanship and Practices of the Thai National Costume” for inscription on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity in 2026.

 

The event was attended by over 160 guests, including ambassadors, members of the diplomatic corps, and leading figures from the Hungarian fashion industry, as well as the private sector and the Thai community. It provided an opportunity to present traditional and modern Thai national dress to prominent Hungarian brands, including MERO, Katti Zoób, and Zema Jewels.

 

Guests were invited to experience Thai silk and traditional fabrics first-hand through a special exhibition curated by the Thai Trade Center Budapest. An AI photo booth—developed by the Ministry of Foreign Affairs of Thailand in collaboration with Any I Media—allowed guests to visualize themselves in Chud Thai.

 

The programme also included cultural performances and side activities, such as Thai dance celebrating the Thai New Year (Songkran), Khon masked dance drama, and Thai handicraft workshops. These were presented by the Burapha Group cultural troupe during their annual European tour. A violin performance by Mr. Pongpairoj Lertsutwichai was also featured.

 

Guests received souvenirs including custom printed Mama noodles from Thai President Foods and silk coin bags from the Tourism Authority of Thailand Prague Office.

 

The event was organized in collaboration with Anantara New York Palace Hotel and supported by Thai Trade Center Budapest, Tourism Authority of Thailand Prague Office, PASSA silkwear, Thai President Foods (Hungary), Burapha Group, KT Entertainment, and the Thai Student Association in Hungary.

 

                                           

 

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