Thailand's Wonderfruit 2025 brings 'molam' culture to the world

The Tourism Authority of Thailand is showcasing molam culture at Wonderfruit 2025 held between Dec 11 to 15 in Chon Buri Province, marking a special celebration for the international culture festival's 10th anniversary.

Molam is a traditional storytelling and entertainment form in the Southeast Asian country of Laos, and the northeastern part of Thailand. Under the theme of "Unforgettable Experience: Healing is the New Luxury", the event reinforces Thailand's position as a destination for high-value and experience-driven travel.

As one of the most influential cultural activities in the region, Wonderfruit Festival provides visitors with immersive on-site experiences on wellness, creativity, culture, and sustainability while generating economic impact and strengthening Thailand's standing as a world-class tourism and events destination.

"Wonderfruit demonstrates the role of event marketing in shaping Thailand's international tourism profile. Through nine consecutive years of support, we have brought together culture, wellness and sustainability in ways that resonate with today's mindful travelers," Nithee Seeprae, TAT deputy governor for marketing communications, said.

By connecting people worldwide through art, music and Thai way of life, this year's event highlights molam.

A central highlight of TAT's involvement for the event this year is Molam World with Amazing Thailand, a dedicated cultural zone that introduces northeastern Thai heritage to a global audience.

Through the Molam Theater, molam is presented as a living cultural expression shaped by community life and storytelling. Performances by Thai and international artists reinterpret traditional sounds into a contemporary, immersive experience that encourages connection through rhythm, movement and shared participation.

"Molam World with Amazing Thailand and the application of Amazing Thailand Sustainable Tourism show how Thai identity and responsible tourism can create lasting value for visitors and communities," Nithee said.

During the festival, TAT also presents the Open Kitchen -- a session highlighting Thai culinary wisdom from all five regions using locally sourced ingredients. Further cultural depth is added through Phi Ta Khon performances presented by the local community in Loei Province, alongside hands-on workshops where attendees can create and decorate masks.

Wonderfruit's contribution to the visitor economy continues to underline the effectiveness of this approach. Last year, it welcomed up to 25,000 attendees per day, with most visitors traveling from outside Chon Buri, according to TAT. International participants generated a total economic impact of 710.73 million baht ($22.46 million) with benefits extending across the national tourism supply chain.