The official appointment ceremony took place during the ‘Phuket Tourism Ambassador’ finals held at the Pearl Hotel in Phuket.
Organised as a beauty pageant with a mission, the contest invited participants to engage in activities showcasing Phuket as a tourist attraction in various aspects, including natural attractions, food, local architecture and traditional clothing and costumes.
A key highlight of the pageant in the lead-up to the finals was a panel discussion featuring Dr Kosol Tang-Uthai, President of the Phuket Peranakan Association. Dr Kosol emphasised the importance of preserving cultural heritage, with a focus on the ‘kebaya’ ‒ a traditional southern women’s outfit recently recognized by UNESCO as an intangible cultural heritage shared by Thailand and four ASEAN countries.
Contestants also participated in a kebaya-themed fashion show, hosted at the historic Baan Chinpracha, a historic building in Phuket Town built built towards the end of King Rama IV’s reign.
As newly appointed ambassador, Miss Sasisom won B50,000. She was also awarded the ‘Golden Ambassador Brooch’, a bespoke piece valued at over B150,000.
With a design inspired by Peranakan influences, the brooch features intricate designs symbolising the ambassador’s role: ‘pearl oyster’ adorned with genuine pearls, representing Phuket’s identity; paired ‘swans’, symbolising harmony, cooperation and grace; and the ‘chenko’ flower, embodying gentleness and beauty.
This one-of-a-kind accessory encapsulates the values of elegance, unity, and cultural pride that the ambassador will bring to the role, organisers explained.
As the Phuket Tourism Ambassador, Miss Sasisom will play a vital role in promoting the island’s allure on a global stage.
Supported by the TAT’s ‘Amazing Thailand’ initiative, her responsibilities will include highlighting Phuket’s natural beauty, diverse attractions and unique cultural heritage to boost tourism and foster a deeper appreciation for the region.