On 25 August 2026, the Royal Thai Embassy in Brussels, led by Mr. Paween Thanarat, Minister Counsellor, and Ms. Yaowaluk Suthimanus, Counsellor, accompanied the Thai delegation under the Thailand–Belgium Sensory and Consumer Science Collaboration Initiative to meet with representatives of PXL-MAD School of Arts. The delegation comprised representatives from the Department of Product Development and the Kasetsart University Sensory and Consumer Research Center (KUSCR) at the Faculty of Agro-Industry, Kasetsart University; Food Innopolis; the International Gastronomy Tourism Centre (iGTC); and the Office of Knowledge Management and Development (Public Organization) or OKMD. The group was warmly welcomed by Dr. Dirk Reynders, Head of PXL-MAD School of Arts, and Prof. Dr. Peter De Cupere, a renowned olfactory artist and professor at PXL-MAD School of Arts.

The delegation engaged in discussions and exchanged academic insights with representatives of PXL-MAD School of Arts. On this occasion, Prof. Dr. Peter De Cupere presented his research on scent, olfactory art, and sensory science. His expertise offers a key dimension that complements the application of sensory science to Thailand’s creative economy, product design, gastronomy, as well as cultural and tourism experiences. Internationally recognized as a pioneer and leading figure in olfactory art, Prof. Dr. Peter De Cupere focuses on integrating scent with related senses, such as taste and touch, to create works of art, multisensory experiences, and experiential design. In addition, the delegation toured the teaching facilities and laboratories of Prof. Dr. Peter De Cupere. Both sides are scheduled to conduct further discussions to promote future cooperation.

On the evening of the same day, Mrs. Nadariya Nopakun Phromyothi, Minister, representing the Ambassador, hosted a dinner reception in honor of the visiting Thai delegation.

The Thailand–Belgium Sensory and Consumer Science Collaboration Initiative is an initiative by the Royal Thai Embassy aimed at integrating sensory science, behavioral science, and consumer assessment technologies with Thai product and service innovations—such as food, chocolate, processed agricultural products, and cultural tourism. By establishing joint research networks with leading Belgian institutions including Cacaolab, Ghent University, SENSTECH, and PXL-MAD, the project aims to elevate Thai Sensory Labs into a regional sensory research hub for ASEAN, mitigate business risks for entrepreneurs, add value to Thai products, and drive sustainable economic growth.