Thailand is nominating its traditional attire, chud Thai, for UNESCO this year, with the review process underway.

This year, chud Thai is heading to UNESCO’s Intangible Cultural Heritage list, with the Department of Cultural Promotion overseeing the official submission. The initiative is all about putting Thai traditional wear on the global map, introducing the world to the artistry and cultural heritage woven into every detail that makes chud Thai one-of-a-kind.

Is it meant to boost Thailand’s soft power? Absolutely. But chud Thai is way more than that. It represents a long-standing tradition in Thai fashion, one deeply connected to the legacy of Her Majesty Queen Sirikit, The Queen Mother. (You can read our article about it here.) Trends come and go, but this is style that never ages, and now it’s finally getting the international recognition it deserves.

Thai celebrities love rocking chud Thai, and it feels especially fitting with Songkran around the corner. Some even mix it up by pairing the sbai with wide-legged denim, proving that fashion doesn’t always have to stay in one lane. Still, it’s hard to top the traditional look.

Chud Thai is always timeless, but its popularity is definitely on the rise. Yesterday, the government invited people of all ages, including Gen Z, to show off their chud Thai outfits in front of Siam Paragon. They’re really pushing chud Thai this year, and honestly, we are here for it.