First there was that bit of "drama" about how best to promote traditional Siamese apparel.
Then, for Songkran, witty restaurant chain Burger King rode the current by giving patrons dressed in classic Thai garb free hamburgers.
That certainly worked. It seems like the old-fashioned clothing is more popular now than it has been in a century, to the point that the Tourism Authority is encouraging everyday people to wear the outfits too.
Deputy Governor Sugree Sithivanich tells Prachachat Turakij that the authority is negotiating with the big mall chains, including Central and The Mall, to offer discounts to any shoppers who arrive looking like they just stepped off the set of "The Legend of King Naresuan".
The campaign, if it happens, would be countrywide, and the authority is hoping it can be geld during June and July.
The idea is to promote Thai culture while at the same time goosing tourism during the low season. You're going to need a khon mask.