A decade later, it reads less like a novelty and more like a preview of the direction Thailand's tourism economy is taking. Instead, it has entered the global festival circuit in a way few predicted. This matters because Thailand's tourism machine was built on predictability. Global festival brands go wherever conditions suit them. What began with Wonderfruit no longer sits at the edge of Thailand's cultural map.

Source: Bangkok Post January 24, 2026 00:13 UTC