DBD promotes Thai herbs in the global wellness market

The Department of Business Development (DBD), under the Ministry of Commerce, is promoting the transformation of Thai herbs into high-value lifestyle and wellness products, aiming to establish the country as the ‘ASEAN Herbal Hub’ amid a booming global health trend.

Sathaporn Ruamnapaya, deputy director general of the DBD, stated yesterday that “Thai herbs are a key cultural asset and a crucial driver of the country's soft power. Thanks to rich biodiversity and generations of local wisdom, Thai herbal products enjoy strong international recognition for their quality.”

"With systematic development, Thailand has the potential to become a regional center for herbs and wellness in the near future," he opined.

According to the DBD, the domestic market for Thai herbs and health products has seen continuous growth, fuelled by a global shift towards self-care and natural ingredients.

The industry, spanning food, beverages, cosmeceuticals, health products and wellness services, currently generates tens of billions of baht annually, with substantial room for global expansion.

To capitalise on this momentum, the DBD is working to move public perception away from traditional imagery, rebranding Thai herbs as modern lifestyle commodities.

Under its latest promotional campaign, the department is focusing on upgrading marketing strategies, product and packaging design, branding and identity communication.

For 2026, the department is rolling out pilot projects, including ‘Herb of the Year’ and ‘Herb in the City’ to make Thai herbs more accessible and contemporary for modern consumers.

Chiang Rai and Surat Thani have been selected as model provinces for the showcasing of local herbal identities.

Such initiatives will weave local culture, wisdom and community lifestyles into the products, linking the herbal industry directly to creative economies and wellness tourism.

Furthermore, the ‘Herb of the Year’ initiative will provide local entrepreneurs with one-on-one intensive counselling. Experts will assist businesses with product design, packaging, branding and marketing strategies to ensure they can compete effectively in the fast-growing global wellness market.

The DBD is also moving forward with its ‘THINK Wellness, THINK Thai Herb’ campaign.

As part of this strategy, the department is backing 15 selected ‘Herbal Champions’ for development into premium, high-value products that align with global health trends.

The list includes Fah Talai Jone (Green Chiretta), Turmeric, Black Galingale, Fingerroot, Indian Gooseberry, Plai, White Kwao Krua, Ginger, Kratom, Aloe Vera, Gotu Kola, Bitter Melon, Hemp, Cannabis, and Phet Sang Khat (Cissus quadrangularis).