The proliferation of Thai cuisine worldwide is largely due to Thailand's attention to gastrodiplomacy, a term coined by researcher Paul Rockower.

In 2002, the Thai government launched the Global Thai initiative to increase interest in Thai cuisine. The initiative called for the creation of new Thai restaurants around the world.

It also created the "Thai Select" label for restaurants that hire government-trained chefs from Thailand, import ingredients from Thailand, and serve authentic Thai dishes.

The Thai government has adapted its program to target regions it hopes to grow in. Efforts were made to expand in specific areas by researching and adapting recipes.