Huge turnout as Hua Hin Wine Expo 2023 promotes new culinary delights and boosts tourism


The Tamarind Ballroom of the InterContinental Hua Hin Resort hosted the Hua Hin Wine Expo 2023 on Friday (Nov 3).

The highly anticipated event, which was organised by John C Murphy and Punyisa Chalauysophon, was inaugurated by Mr. Pornthep Wisootwat-tanasak, advisor to the Minister of the Interior, marked a significant gathering of wine lovers and aficionados from Hua Hin and across Thailand.

Key figures at the event included Mr. Archawan Kongkanant, Director of the Tourism Authority of Thailand’s Prachuap Khiri Khan Office, and industry expert Mr. Suppached Sasomsin, head winemaker at Siam Winery Co., Ltd. They were joined by Chef Noppadol Nuchcharoen, a consultant for the Cha-Am-Hua Hin Chefs Association.

Mr. Pornthep Wisootwat-tanasak, advisor to the Minister of the Interior

Mr. Pornthep Wisootwat-tanasak, advisor to the Minister of Interior, delivered an opening address highlighting the significance of such events in boosting tourism in the region.

His sentiments were echoed by Mr. Archawan who spoke of the event’s role in bolstering tourism and the local economy.

The TAT director urged events of this nature to be held annually and encouraged wine lovers to visit Hua Hin.

Mr. Archawan also reflected on the significance of the event in creating sustainable tourism in Hua Hin, highlighting its potential to attract the discerning millennial market and amplify tourism trends such as longer stays and increased spending. This aligns with the strategic visions of the Ministry of Tourism and Sports and the TAT.

Mr. Suppached Sasomsin, lead winemaker at Siam Winery, gave insights into the intricate world of winemaking in Thailand.

Meanwhile Ms. Wassana Srikanchana, President of the Hua Hin-Cha Am Tourism Business Association, emphasized the Expo’s dual aim: to propel Prachuap Khiri Khan’s tourism and to open new business channels for local service industries.

The event, which was also supported by Thai-Italian Chamber of Commerce and the Royal Coast Riviera Club, alongside media partners Hua Hin Today and Surf FM, was split into two sessions: day and evening.

Cha-Am Hua Hin Chefs Club Thailand

The day session catered to industry professionals, providing a space for networking and knowledge exchange.

A highlight of the day session was the culinary presentation by Chef Noppadol Nuchcharoen alongside the Cha-Am Hua Hin Chefs Club Thailand.

In a demonstration that really showcased local ingredients and flavours, the chefs introduced Pineapple Fried Rice Three Bays, a dish that redefines the traditional by infusing it with a sense of place and the freshest local produce.

Pineapple Fried Rice Three Bays / Khao Pad Sapparot Sam Ao

This new take on pineapple fried rice, featuring succulent seafood caught from the Hua Hin and Prachuap Khiri Khan, left the attendees commenting on its unique flavors and innovative approach. It is hoped that in highlighting the dish, it will become a springboard for Pineapple Fried Rice Three Bays to be known as a signature dish of the whole region.

However, the spotlight shone brightly during the evening when the event opened its doors to the public. Over 200 enthusiasts, including both locals and international visitors, mingled, tasting a curated selection of over 120 wine labels presented by 21 importers.

The Hua Hin Wine Expo not only celebrated the region’s wine culture but also contributed to a noble cause. Proceeds from a prize draw in the evening were dedicated to supporting the Chiew Kuang School in Kuiburi.

Attendees at the evening session of the Hua Hin Wine Expo 2023.