The Department of International Trade Promotion (DITP), Ministry of Commerce, is stepping up efforts to enhance the competitiveness of Thailand's gem and jewelry industry with the launch of "The Secret Gems: Discovering Thailand's Finest Jewelry Creators," a reality competition designed to develop the potential of emerging designers, artisans and entrepreneurs. Under the concept "Unlocking Hidden Value, Shining on the World Stage," the program aims to foster design expertise and creative thinking, create added value for Thai products, and connect emerging talent and Thai jewelry brands with international trade and market opportunities. Produced by Heliconia H Group Co., Ltd., the eight-episode program will be broadcast on Channel 7HD from September to October 2026, from 5pm to 6pm.
Ms. Banjongjitt Angsusingh, Advisor to the Minister of Commerce said the gem and jewelry industry is one of Thailand's key industries, playing an important role in generating export revenue, employment and economic value. It is currently the country's fourth-largest export sector, with exports worth more than US$8.3 billion during the first six months of 2026 (January-June), representing growth of 11.58% year on year. This performance reflects Thailand's strength as one of the world's important gem and jewelry trading hubs, supported by the country's expertise in design and manufacturing, particularly in OEM and ODM production.
Against the backdrop of a rapidly changing global trading environment, the Ministry of Commerce is placing greater emphasis on strengthening the industry through the creative economy, leveraging design, creativity and marketing to build on Thailand's existing strengths in OEM and ODM and move towards the development of own-brand manufacturing (OBM) for the international market, to strengthen the industry and ensure its sustainable growth.
Mr. Surinthorn Sunthornsanan, Deputy Director-General of the Department of International Trade Promotion (DITP) said that the Department has been entrusted with the policy of upgrading Thai products and driving Thai SMEs onto the global stage. In line with this policy, the Department has launched the reality competition "The Secret Gems: Discovering Thailand's Finest Jewelry Creators" as a starting point to translate this vision into tangible action, showcasing Thailand's comprehensive manufacturing capabilities across the entire production value chain.
"The Secret Gems" brings together eight Thai jewelry brands, each paired with a team of four young designers, university, and emerging craftsmen. Together, they will develop creative jewelry pieces under a series of challenging competition briefs, with a particular focus on meeting the needs of international buyers. The program aims to enhance the capabilities of Thai talents while creating greater value for Thai products and brands. "The Secret Gems" therefore serves as another key mechanism to promote the image and potential of Thai brands on the global stage, demonstrating to the world that Thailand is well-equipped to compete for a greater share of the global market.
Audiences are invited to follow the search for Thailand's finest jewelry creator on "The Secret Gems," premiering 20 September 2026, from 5pm to 6pm on Channel 7HD, with a total of eight episodes. The program is produced by Heliconia H Group Co., Ltd. Mr. Surinthorn added