News + Trends

Why there are so many Thai restaurants

6.2.2019

Translation: machine translated

Tom Kha Gai, red curry or Pad Thai are as well known in Switzerland as Rösti, fondue or raclette. The density of Thai restaurants is huge. This is particularly surprising because there are actually very few Thais in Switzerland. But there is an explanation for the Thai restaurant boom.

Local.ch returns almost 300 hits when searching for Thai restaurants. According to the Federal Statistical Office, just over 9,000 people of Thai nationality were registered in Switzerland in 2017. That's slightly more than the 8,900 Bulgarians. But have you ever seen a Bulgarian restaurant in Switzerland? And have you noticed that the Thai boom has only started in the last 10 to 15 years?

Ministry for Thai restaurants

The reason for the many Thai restaurants is surprising: in 2002, the Thai government launched an initiative to promote Thai cuisine abroad. The aim was to make the country known around the world through Thai cuisine. The hope was to attract more tourists and increase food exports, as the "Economist" wrote. The government is training chefs, supporting Thai restaurants abroad and negotiating food trade with other nations. They even came up with a franchise model at the beginning. It was supposed to be a kind of "McDonalds for Thai Food". This never materialised, but the government's initiative has borne fruit. While there were less than 6,000 Thai restaurants worldwide in 2002, there are now 15,000. It is difficult to say whether this so-called "gastrodiplomacy" is also responsible for the boom in tourism. In any case, we in Switzerland have benefited and can enjoy a whole range of first-class Thai restaurants.

The example sets a precedent

The success has not gone unrecognised in other countries either. There are similar initiatives from Korea, Taiwan or Peru. Even the UNO deals with the topic. It is no longer just about attracting tourists to the country. Culinary delights are used to promote cooperation between countries, break down prejudices and build peace. If you want to experience this first-hand, I recommend the "Gemeinsam Znacht" initiative. The organisation finds refugees for you to invite to dinner. I have already taken part twice and was allowed to cook Swiss specialities for the asylum seekers. In return, I learnt a lot about their history and culture. Two friendships have developed with young Eritreans that are still going strong today. An experience that I would recommend to anyone and everyone.

It is therefore quite possible that the next food trend will not be started by resourceful hipsters who simply return from their last trip "insanely inspired". It's more likely to be a government. That's fine by me. After all, there is still a lot to discover in the world of cuisine and to be honest: Thai is not my favourite cuisine. <p

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Simon Balissat

Teamleader Editorial

Simon.Balissat@digitecgalaxus.ch

When I flew the family nest over 15 years ago, I suddenly had to cook for myself. But it wasn’t long until this necessity became a virtue. Today, rattling those pots and pans is a fundamental part of my life. I’m a true foodie and devour everything from junk food to star-awarded cuisine. Literally. I eat way too fast.

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