On September 3, 2024, Mr. Nanthapol Sudbanthad, Director of the Thailand Board of Investment (BOI) New York Office, and Ms. Janthapat Saichumin, Deputy Director of BOI New York, participated in the "Ignite Thailand Festival," hosted by the Thai Trade Center, New York, at Times Square. 

The festival featured more than 20 booths showcasing Thai products, including Thai fashion and cuisine, with Thai restaurants participating under the Thai SELECT project. The aim was to promote and enhance the image of Thai brands and build confidence in brand recognition within the U.S. market.

Additionally, the event was publicized through billboards in Times Square and a pedicab convoy. The festival also took the opportunity to promote Thailand’s soft power through Thai cooking demonstrations, a fashion show featuring Thai designer brands, as well as Thai boxing and traditional dance and cultural performances.