- Launches the “True5G Good Signal, Good Taste” Campaign
- Spotlights Thailand’s Best Restaurants as New Destinations for Digital-Age Travelers
- Targets 1,000 Restaurants Nationwide to Create New Opportunities for Local Economies
Bangkok, July 9, 2026 – True Corporation Public Company Limited, in collaboration with the Tourism Authority of Thailand (TAT), has launched the “True5G Good Signal, Good Taste” campaign, introducing a new dimension to Thailand’s food travel experience by combining the country’s rich culinary heritage with the power of True’s nationwide 5G network. The initiative spotlights outstanding restaurants across the country that offer not only exceptional dining experiences but also high-quality True5G connectivity to support the digital lifestyles of today’s travelers.
The campaign aims to expand to 1,000 participating restaurants nationwide by the end of this year, helping elevate Thai cuisine as one of the country’s most influential soft powers while creating economic value, attracting travelers from around the world, and positioning Thai restaurants-particularly independent establishments and small businesses-as new destinations for digital-age travelers. The initiative also creates new opportunities for local economies and supports the sustainable growth of Thailand’s tourism industry.
The campaign complements TAT’s “Feel All The Feelings” campaign, which aims to inspire travel by showcasing the charm of Thailand through its cuisine, culture, communities and authentic local experiences. By combining the strength of True’s nationwide 5G network with TAT’s tourism promotion efforts, the partnership connects restaurants, communities, travelers and local economies, delivering richer travel experiences while strengthening Thailand’s tourism ecosystem.
Ms. Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand (TAT), said, “Today’s travelers no longer begin their journeys simply by choosing a destination. Instead, they begin by searching for experiences they want to enjoy, whether through restaurant reviews, food influencers or online platforms. Increasingly, a great meal becomes the inspiration for an entire trip. This is the inspiration behind the ‘True5G Good Signal, Good Taste’ campaign, a collaboration between TAT and True Corporation that brings together Thailand’s unique culinary identity with nationwide 5G connectivity to strengthen Gastronomy Tourism in the digital era. The initiative enables travelers to access information and digital services quickly and seamlessly while creating richer travel experiences that meet the expectations of today’s connected travelers. The campaign also supports TAT’s “Suk Thuntee Tee Tiew Thai” (Instant Happiness in Thailand) campaign, which showcases the charm of Thailand in every dimension. We hope this collaboration will inspire travelers to discover Thailand through its distinctive regional cuisines, strengthen local tourism communities, create new opportunities for Thai restaurant operators, and contribute to tangible economic growth by distributing tourism income to local communities.”
According to network insights from True, the number of international visitors using roaming services on the True network, excluding Tourist SIM users, increased 23% during the first half of 2026 compared with the same period last year, while average mobile data usage per user grew 25%. The figures reflect travelers’ growing reliance on digital connectivity throughout their journeys. Among international visitors, travelers from India recorded the strongest growth, with average mobile data consumption increasing 70%, reinforcing India’s growing importance as one of Thailand’s fastest-growing tourism markets.
Khun Oliver Kittipong Veeratecha, Chief Brand and Communications Officer of True Corporation Public Company Limited, said, “At True, we believe technology should be more than communications infrastructure—it should be a meaningful force that connects people, experiences and opportunities. Tourism is one of Thailand’s key economic engines, and the ‘True5G Good Signal, Good Taste’ campa
ign reflects our commitment to becoming part of every travel journey, whether in major cities, emerging destinations, renowned food districts or hidden local gems. Wherever travelers go, True is there to connect every search, every journey and every experience worth sharing.”
To further enrich the experience, True is introducing exclusive dining privileges for True and dtac customers through the “True5G Good Signal, Good Taste” campaign, beginning with leading restaurants at ICONSIAM and Lotus’s Eatery at ICS, with additional shopping centers, merchant partners and destinations to be added nationwide. The initiative is designed to encourage spending, enhance dining experiences and seamlessly connect digital lifestyles with food and travel.
More than 400 restaurants have already joined the campaign, ranging from renowned restaurants and popular dining destinations to neighborhood favorites and Thailand’s iconic street food vendors. The campaign reflects the belief that great food is found not only at well-known establishments, but also among independent restaurants, small businesses and local communities that form the heart of Thailand’s rich culinary culture. True aims to expand the network to 1,000 participating restaurants nationwide by the end of this year.
Khun Oliver added, “At the heart of this initiative is our ambition to make ‘True5G Good Signal, Good Taste’ a trusted symbol for travelers and consumers alike. Whenever they see this symbol, they can be confident they will discover not only outstanding food that has been carefully selected, but also high-quality True5G connectivity that supports every digital moment—from searching for information and reading reviews to sharing experiences, creating content and staying connected throughout the journey.”
Mr. Khurrum Ashfaque, Chief Network Officer of True Corporation Public Company Limited, said, “Today’s food journeys begin long before travelers arrive at a restaurant. They search for recommendations through mobile applications, read reviews on online platforms, watch creator content, navigate with digital maps, share experiences on social media, and upload photos and videos in real time. Every stage of Gastronomy Tourism is connected by digital technology. That is why True continues to enhance its network, enabling both True and dtac customers to enjoy download speeds that are 23% faster and upload speeds that are 26% faster compared with before network integration.”
Network insights from the first half of 2026 also show that both Thai and international travelers are relying more heavily on digital platforms throughout every stage of their journeys, from restaurant discovery and review browsing to route planning and experience sharing. This has driven continued growth in travel and food discovery applications.
Among international visitors, Yelp recorded the strongest growth, with usage increasing 116% during the recent Songkran festival compared with normal periods. Other platforms also continued to see strong growth among both Thai and international travelers. During the recent New Year holiday, usage of TripAdvisor increased 62%, Google Maps grew 14%, and Wongnai rose 8%, underscoring the increasingly important role of digital platforms in travel and food discovery.
“Connectivity has become an essential part of today’s travel experience. A high-quality network not only enables travelers to access information more conveniently, but also empowers restaurants, local communities and small businesses to connect with visitors through digital channels. At True, we are taking Gastronomy Tourism to the next level with ‘5G Gastronomy Tourism’ by combining the strength of our nationwide 5G network with AI-powered intelligent network management. Through proactive network optimization and real-time performance monitoring, we are enhancing network quality to support the growing digital demands of both Thai and international travelers. Our goal is to make every food journey more connected, more enjoyable and more meaningful,” Mr. Khurrum concluded.
