Thai cultural nationalism developed from the marketing of Thai culture overseas has resulted in the phenomena wherein Thai nationals take up the image of the country sold to foreigners as their self-identity. The recognition of Thai cuisine overseas has shown a similar impact of cultural nationalism as in Thai tourism. Thai media support the promotion of Thai food abroad and set up a distinction between authentic Thai restaurants and pseudo-Thai restaurants run by non-Thai owners. There is a public concern that under-qualified, pseudo-Thai restaurants serve “distorted, less than authentic Thai food” and will potentially damage the reputation of Thai cuisine in the eyes of foreigners. A columnist of a local newspaper in Thailand expresses his concern of Thai food overseas and his support for the Kitchen of the World project