QSNCC Expands Delegate Experience Ahead of IMF–World Bank Annual Meetings

Bangkok’s Queen Sirikit National Convention Center is strengthening its retail offering with a new Thai design and crafts concept, adding another dimension to the experience of international delegates attending major business events.

As convention centres increasingly look beyond meeting rooms and exhibition floors to shape the overall visitor experience, Bangkok’s Queen Sirikit National Convention Center (QSNCC) is expanding its retail offer with the opening of Sarapad Thai, a store bringing together Thai crafts, design, fashion, food-related products and gifts.

The new addition is intended to introduce international visitors to Thailand’s cultural identity through contemporary design, with the venue preparing to welcome delegates for the 2026 IMF–World Bank Group Annual Meetings, taking place in Bangkok from 12 to 18 October.

Sarapad Thai forms part of QSNCC’s wider Retail Zone development, which aims to offer visitors more than shopping and services. The concept is built around “etc. Thainess”, presenting Thai creativity and everyday culture through a curated selection of products and the stories behind them.

For a venue hosting international conferences and business gatherings, the initiative reflects an approach to delegate experience that extends beyond the formal event programme. As QSNCC’s chief executive officer, Surapol Utintu, explained, the ambition is to give visitors with limited time in Thailand opportunities to explore the country’s art, culture and food without having to look beyond the convention centre.

The retail offer is therefore positioned as an additional element of the venue experience, allowing delegates to engage with local culture between meetings and other scheduled activities.
 

Bringing Thai identity into the venue

The QSNCC branch of Sarapad Thai has been developed for the venue’s varied audience, including domestic and international visitors. Its selection ranges from fashion and accessories to crafts and home décor, with certain products and collections created specifically for this location.

A dedicated QSNCC Souvenir Collection draws inspiration from Bangkok landmarks and symbols, including tuk-tuks, the Giant Swing, the BTS, the Garuda and Wat Phra Kaew, alongside the convention centre itself. These references are translated into contemporary everyday items, including scarves, tote bags, tumblers, notebooks and coffee cups.

Other products showcase traditional craftsmanship through modern applications, from accessories inspired by Benjarong patterns and Thai basket-weaving motifs to designs drawing on Mudmee textiles. The range also includes handmade pieces produced by an Akha artisan community in Chiang Rai and products made using recycled paper and natural bamboo.

According to Thiranant Kornsritipa, First Executive Vice President of Retail Business Development at Frasers Property (Thailand), the decision to establish the store at QSNCC was informed by the venue’s ability to reach audiences across different ages, lifestyles and nationalities. The intention is to offer visitors a way to discover the stories and creativity behind Thai products rather than simply purchase conventional souvenirs.
 

Extending the event experience

The opening comes as QSNCC prepares for one of the major international gatherings on Bangkok’s business events calendar. Hosting the IMF–World Bank Group Annual Meetings brings together participants from across the global financial and policy communities, creating an opportunity for the venue to introduce international delegates to aspects of the host destination.

For convention centres, the experience surrounding an event can influence how participants perceive both the venue and the destination. Retail, food, cultural references and other on-site amenities can provide additional points of engagement, particularly for visitors whose schedules leave little time for independent exploration.

Sarapad Thai represents one way QSNCC is seeking to incorporate that dimension into its offer. Located on Level G near the Business Center, the store is open daily from 10:00 to 20:00.

The development illustrates how venue planning can encompass more than the infrastructure required to deliver meetings. By bringing elements of local identity into the convention centre itself, QSNCC is seeking to make the time delegates spend on site part of their wider experience of Thailand.
 

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