The popularity of Thai food in the international arena boosted nationalism among Thais and the state embraces this nationalist sentiment to market Thai culture overseas. Iwabuchi (2002) uses the term “soft nationalism” to refer to the narcissistic discourse developed among a group of people who celebrate the realization that their group identity has been accepted or recognized outside the group. Thai “soft” nationalism has grown according to the commodification of Thai culture, particularly in the form of tourism, the industry that constitutes the country’s major revenue.