A content analysis of 87 videos from the official Tasteful Thailand account identified six themes and regional imbalance: the South represented 27.6%, the Central region 26.4% and the North 6.9%.
Key findings
- Six themes were identified. The South accounted for 27.6%, Central Thailand 26.4% and the North 6.9%. Most localization was low-intervention; cultural framing was not significantly associated with engagement, while pure visual and original-documentary narration had more shares and comments.
Why this matters globally
The work shows that digital soft power concerns not only views but also representative balance, contextual translation and space for audiences to interpret culture.
Thai researcher contribution
Bangkok University researchers examined official Thai food communication using platform data and questioned regional balance.
Limitations to consider
The study covered one official account and 87 videos. Engagement is not cultural understanding, and algorithms, promotion, posting time and follower base may confound associations.