Chud Thai and Asian Games Uniforms Light Up Billboards in Tokyo

Major digital billboards across Tokyo are now displaying promotional campaigns featuring traditional Thai national costumes and the Thai national team's ceremonial uniforms for the 2026 Asian Games in Nagoya.

​The athletic uniforms, designed by Her Royal Highness Princess Sirivannavari Nariratana Rajakanya for the SIRIVANNAVARI brand, are presented under the concept “the Art of Unity.” Her Royal Highness, who is the creative director of SIRIVANNAVARI, also appears in the campaign.

​The billboard campaign precedes a major Ministry of Culture exhibition, Chud Thai Knowledge, Craftsmanship and Practices of the Thai National Costume, scheduled for September 17–18, 2026, at the Tokyo National Museum. The event will be attended by Minister of Culture Sabeeda Thaised to promote Thai traditional attire on the international stage.

​On September 18, Her Royal Highness will preside over a fashion presentation of royal traditional Thai costumes. This initiative is a key step in Thailand's campaign to have Thai traditional dress recognized as a UNESCO Intangible Cultural Heritage of Humanity in December 2026. It reflects Her Royal Highness's commitment to preserving and promoting Thailand's cultural heritage, continuing the legacy of Her Majesty Queen Sirikit The Queen Mother.

​The promotional content is shown five times per hour at four major Tokyo locations: Ginza Chuo Street from 8 a.m. to midnight; Shinjuku Cross Vision and Shinjuku Yunika Vision from 7 a.m. to 1 a.m.; and Shibuya Pandora Vision from 8 a.m. to 1 a.m.

Source: NBT World