PATTAYA, THAILAND – Pattaya prepared a large food and shopping zone along Beach Road to run in parallel with the 33rd SEA Games and the International Jazz Festival in December, aiming to boost the local economy and support small businesses.
City hall coordination for Beach Road event
A coordination meeting at Pattaya City Hall was chaired by Sak Wongworachat, director of the Tourism Development Division, in meeting room 231. City council members, heads of state agencies and representatives of other responsible authorities attended to agree on procedures, space allocation and inter-agency cooperation. The street event was to be integrated into the overall SEA Games schedule so that residents, sports visitors and tourists could all be reached.
‘Taste, Shop, Cheer by MOC’ as stimulus program
The “Taste, Shop, Cheer by MOC” program was organized by Thailand’s Ministry of Commerce and was intended to generate additional income for entrepreneurs during the SEA Games. It aimed to stimulate economic activity in the host locations by focusing on culinary offerings and souvenirs that reflected the character of each region. The concept targeted Pattaya residents as well as athletes, tourists and fans attending competitions at various venues.
Support for SMEs in Thai-Cambodian border provinces
A key focus lay on promoting small and medium-sized enterprises from seven Thai-Cambodian border provinces that had suffered economic losses due to recent border situations. Their participation in Pattaya was expected to help them recover and secure extra revenue during the major regional sporting event. The initiative formed part of central government efforts to revive border trade between Thailand and Cambodia.
Eastern provinces showcase regional products
In Chonburi province, the Chonburi Provincial Commerce Office acted as the lead coordinating body for the project. Working with commerce offices in the Eastern Economic Corridor, it planned to bring 40 entrepreneurs from eight eastern provinces to Pattaya: Chonburi, Nakhon Nayok, Trat, Rayong, Chanthaburi, Prachinburi, Sa Kaeo and Chachoengsao. These businesses were set to present regional products to visitors along Beach Road.
Stalls from Soi 9 to Central Pattaya
Because the activity was scheduled to coincide with the International Jazz Festival Pattaya, the “Taste, Shop, Cheer” zone was to be set up along Pattaya Beach Road. Stalls were planned to stretch from Soi 9 to the Central Pattaya shopping mall, creating a continuous market area during the combined events. Organizers emphasized environmental protection and hygiene, instructing all vendors to use eco-friendly packaging and maintain high standards of cleanliness and food safety.
Invitation to residents and visitors
The public and tourists in Pattaya were explicitly invited to visit the “Taste, Shop, Cheer by MOC” zone on Pattaya Beach Road from 10–14 December 2025, daily from 10:00 to 20:00. By shopping there, visitors were expected to support entrepreneurs from the eight eastern provinces while discovering regional products. The original report was written by Ms. Natcha Traipipattana, with photographs by Ms. Chinnarang Chuemchue, both from the Public Relations Section of the Office of Tourism and Sports, Pattaya City.