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Michelin Guide Bangkok To Help Promote Thailand As International Gastronomic Destination

September 18, 2017 Destination Thailand No Comments Email Email

At the ‘Food for Tourism’ seminar recently held at Thailand’s 19th Hospitality Industry Congress, which was organized by the Thai Hotels Association (THA) at BITEC Bangna, Segsarn Trai-Ukos, Country Director of Michelin Siam Co., Ltd., mentioned about the Michelin Guide Bangkok, which is scheduled to announce a much-anticipated list of Michelin-starred restaurants at the end of this year,

that: “Thailand is the 6th country in Asia to have its own Michelin Guide, which has a history of 118 years.  The Michelin Guide Bangkok is the result of a partnership between Michelin and the Tourism Authority of Thailand (TAT). In line with TAT’s policy to hype-up Thailand as an international gastronomic destination, the MICHELIN Guide will play a significant part in promoting Thai culinary treasures, as well as in elevating the quality and service of restaurants in Thailand to be at par with international standards.

Dating back to over 100 years ago, to support its core tyre business, Michelin decided to publish the MICHELIN Guide to provide motorists with a wealth of information – initially only street maps, and later on adding accommodation and restaurants.  The MICHELIN Guide has been continuously developed and gained recognition worldwide. Michelin Stars awarded by MICHELIN Guide serve as an international symbol of culinary excellence and quality.

The selections of all restaurants in the guide are made by Michelin inspectors, who are full-time employees of Michelin. To ensure fair judgment, these inspectors work anonymously and accept no sponsorship from any organization. Michelin’s ratings are not limited to only luxury restaurants, but others like street food are also entitled to be rated.  For the first time this year, Michelin has inspectors who are specialized in Thai food as members in the team of inspectors. All inspectors work independently and impartially. They behave like any other customer, in total anonymity, including settling all their bills. For assessment accuracy, a restaurant will be visited several times, in order to collect and compare data among all the restaurants being rated, before awarding Michelin Stars to carefully selected ones,“ said Mr. Segsarn.

To assess the quality of a restaurant, the inspectors apply five criteria defined by Michelin: product quality, preparation and flavors, the chef’s personality as revealed through his or her cuisine, value for money, and consistency over time and across the entire menu. Used around the world, these criteria guarantee a consistent selection of the MICHELIN Guide.

Mr. Segsarn added: “Obviously, it is not an easy task for the inspectors to select restaurants that deserve Michelin Stars. Michelin Stars are classified into three levels: 1 Star for “A very good restaurant in its category”, 2 Stars for restaurants with “Excellent cooking, worth a detour”, and 3 Stars for restaurants with “Exceptional cuisine, worth a special journey”.  Currently, there are around 2,600 restaurants across the world that have already received Michelin Stars; among them, only 110 restaurants have been awarded with 3 Stars. An interesting figure is that Japan is the country in Asia that has as many as 13 restaurants awarded with 3-Michelin Stars.

The Michelin Star is considered the most prestigious award that guarantees the international standards of restaurants. Thus, the launch of MICHELIN Guide Bangkok will play a huge part in boosting Thailand’s tourism industry. For tourists, Thai food is the first thing that comes to mind when they are thinking about Thailand. I would like everyone to join the fun of anticipating which restaurants ought to be listed in the MICHELIN Guide Bangkok debut.  It is something all Thais can be proud of,” concluded Mr. Segsarn.

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