What role did the Thai Cultural Promotion Department play after the Coachella performance?

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The Thai Cultural Promotion Department is considering an application for mango sticky rice to be recognised as a Unesco intangible cultural heritage following a surge in interest after a Coachella performance.

Following the performance of Thai rapper Danupha Kanateerakul, also known as Milli, at the Coachella music festival, the Thai Cultural Promotion Department is exploring the possibility of nominating mango sticky rice for inclusion in Unesco's intangible cultural heritage list. Director-General of the Cultural Promotion Department, Chai Nakornchai, has indicated that the department is actively gathering information to support this initiative.
Department Collecting Information for Unesco Nomination

The Thai Cultural Promotion Department is in the process of collecting relevant information to support a potential bid for mango sticky rice to be recognised by Unesco. This step is being taken after the dessert gained significant international attention due to its prominent display during Milli's performance at the Coachella Valley Music and Arts Festival in California.
Rapper's Performance Sparks Dessert Craze and Departmental Consideration

Milli's act of eating mango sticky rice on stage at Coachella has been credited with inadvertently spurring renewed interest in the traditional Thai dessert. This surge in popularity has prompted the Thai Cultural Promotion Department to consider the feasibility of applying for its inscription as a Unesco intangible cultural heritage, acknowledging the dessert's cultural significance.
Director-General Acknowledges 'Soft Power' Impact

Chai Nakornchai, the Director-General of the Cultural Promotion Department, has acknowledged the impact of Milli's performance, referring to it as a "soft power" feat. He stated that his department has plans to actively pursue the listing of mango sticky rice on the Unesco intangible cultural heritage list, underscoring the department's commitment to promoting Thai culture.

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What role did the Thai Cultural Promotion Department play after the Coachella performance?

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