CHINESE ETHNIC FOOD IN SOUTHERN THAILAND: IDENTITY COMMUNICATION THROUGH STORYTELLING FOR CULINARY TOURISM PROMOTION

Abstract

Thai and Chinese peoples have maintained contact and relationships since ancient times, dating back to the prehistoric or Stone Age period. From the reign of King Rama III onward, a significant number of Chinese migrated to Thailand, including the southern region, due to increasing political instability in China following dynastic transitions. At the same time, Thailand (Then Siam) experienced greater political stability and a growing demand for labor. Most early Chinese migrants to Thailand originated from coastal provinces such as Guangdong, Fujian, and Hainan, which facilitated maritime travel. Along with their migration, Chinese people brought their ethnic cuisines with them. The identity of Chinese ethnic cuisine reflects ethnicity through ingredients, seasonings, and the visual characteristics of dishes specific to each Chinese group. However, most restaurant operators are unable to explain the origins and meanings of these foods fully and engagingly. In addition, the lack of packaging and storytelling that could enhance both cultural and economic value has limited the potential of Chinese ethnic cuisine. Chinese ethnic cuisine possesses a distinct identity characterized by a long and intriguing history, health benefits, the use of fresh and nutritious ingredients, diversity, meticulous preparation, and unique visual presentation. These characteristics constitute a distinctive cultural identity that can be transformed into compelling narratives for consumers. Storytelling of Chinese ethnic cuisine can be conveyed through various communication strategies, including online media, packaging design, and gastronomic tourism activities. Nevertheless, the communication of Chinese ethnic food identity must balance cultural preservation with contemporary relevance by developing food products or menus that align with modern consumer behaviors.