Kanit Muntaporn (as cited in S. Sirisoontorn, 2012: 68-79) believed that
to look at the potential of Thai food from an international perspective, it was
necessary to verify references and evidences to find the strengths and distinctions of
Thai food from the food around the world in order to achieve Thai uniqueness.
Important points that should be taken were 1) cleanliness, 2) health issue, and the
most important point, 3) Thai tradition and culture. The first thing to start with was
branding which required a story.