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Yaya Sperbund Ignites Culinary Wonders in Koh Samui’s ‘Samui Savor’ Campaign

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Imagine stepping onto the sun-kissed shores of Koh Samui, your senses immediately teased by the aromatic whispers of local cuisine dancing on the breeze. It’s here, on this island paradise, acclaimed for its crystal-clear waters and serene wellness retreats, that a culinary revolution is unfurling its flavors. In the heart of this transformation is the “Samui Savor” campaign, an epicurean journey that goes beyond your average dining experience, promising a fusion of gastronomy and wellness that tantalizes all senses.

Among the luminaries spearheading this gustatory adventure stands the radiant Urassaya ‘Yaya’ Sperbund. Joining forces with Ploenphit Kosonyuthasan, the visionary director of Tourism and Alliance Marketing Promotion at Bangkok Airways, and a coalition of culinary connoisseurs, they are the orchestrators of an initiative that’s setting the gastronomic scene ablaze. The Samui Savor campaign, ambitiously titled “Beyond Boarding Pass, Beyond Healthy…Through Taste”, is a testament to their dedication to elevating Koh Samui’s dining landscape to dazzling new heights.

Upon the gentle sway of palm trees, the campaign unfolds, inviting travelers to delve into the island’s rich culinary tapestry. With 42 dining sanctuaries participating, Samui Savor offers more than just delectable dishes; it’s an invitation to embark on a flavor-filled voyage that rewards the adventurous at heart. Those armed with their boarding pass – the golden ticket in this culinary escapade – are bestowed with enticing discounts and the thrilling prospect of snagging free domestic flights. It’s akin to a treasure hunt, where the X marks a spot on a map sprinkled with culinary gems, from the sophisticated allure of Michelin-endorsed eateries to the homely charm of local cafes and street food vendors.

With Ploenphit Kosonyuthasan at the helm, the campaign’s mission is clear: to cast a spotlight on Koh Samui’s dual identity as a haven for wellness seekers and food enthusiasts alike. “Beyond healthy, it’s a discovery through taste,” Ploenphit asserts, emphasizing the campaign’s focus on sustainable tourism and championing local businesses. From the farm-to-table pioneers to health-centric cafes, each establishment tells a unique story of Samui’s rich cultural and gastronomic heritage.

The Samui Savor campaign isn’t just about savoring exquisite meals; it’s a gateway to experiencing Koh Samui in a way that feeds both the body and soul. Running from May 20 to September 30, diners have the extraordinary opportunity to win a skyward escape with Bangkok Airways, adding an extra layer of excitement to their culinary explorations. Each meal consumed at these culinary havens not only promises an explosion of flavors but also a chance to jet off on another adventure, proving that in Koh Samui, the journey really is as delectable as the destination.

So, let Koh Samui take your taste buds on a journey of discovery, where health meets indulgence, and every bite tells the story of an island famed not just for its wellness retreats but as a burgeoning food paradise. The Samui Savor campaign is more than just a campaign; it’s a movement set to transform dining into an experience that goes “Beyond Boarding Pass, Beyond Healthy…Through Taste”.


  1. FoodieLover May 13, 2024

    Samui Savor sounds like a brilliant initiative to put Koh Samui on the map for food tourists. Yaya’s involvement is sure to draw attention!

    • SkepticalSam May 13, 2024

      Sounds more like a marketing gimmick than a genuine move towards sustainable tourism. How many tourists will actually benefit local businesses?

      • EcoWarrior May 13, 2024

        Actually, the focus on local businesses and sustainability is a step in the right direction. If executed correctly, it could create a positive impact.

      • FoodieLover May 13, 2024

        I agree that it’s a fine balance, but the visibility Yaya brings could encourage more responsible tourism and support for local eateries.

  2. HealthGuru May 13, 2024

    Finally, a campaign that combines wellness and food! This could really inspire other destinations to follow suit.

    • TraditionalChef May 13, 2024

      While it’s great to see innovation, I hope the essence of traditional Samui cuisine isn’t lost in the quest to cater to tourists.

  3. AdventureSeeker May 13, 2024

    Free flights just for dining around Samui? Sign me up! This is an inventive way to encourage exploration of the island.

    • BudgetTraveller May 13, 2024

      It sounds tempting, but I wonder about the cost. These experiences usually come with a hefty price tag.

    • LocalYokel May 13, 2024

      As a local, I’m concerned this will only increase prices and push us out of our own favorite spots. Not everyone is a fan of being overrun by tourists.

  4. Cynthia May 13, 2024

    Yaya Sperbund’s influence is undeniable. Her backing could shine a light on smaller establishments that deserve recognition.

  5. GourmetGary May 13, 2024

    I’m all for fusion and wellness, but there’s a charm to traditional dining that I hope isn’t overshadowed by campaigns like this.

    • VeganVic May 13, 2024

      I disagree, Gary. The focus on health-centric cafes and farm-to-table concepts is exactly what the food industry needs. Tradition can evolve.

    • GourmetGary May 14, 2024

      Fair point, Vic. Evolution is necessary, but let’s not lose the authenticity that makes Samui’s food culture unique.

  6. JetsetterJane May 13, 2024

    This campaign is the perfect excuse to revisit Koh Samui. It’s been too long, and I’m intrigued by the upscale dining options.

  7. CultureCritic May 14, 2024

    Campaigns like Samui Savor are double-edged swords. They can help economy, but risk diluting cultural identity for commercial gains.

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