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The Journal of the Royal Institute of Thailand Volume IV - 2012 158  Since the American food industry is highly competitive, restaurateurs and marketers like borrowing popular cuisines. They apply unique parts of Thai food to differentiate their products, Americanised or fusion food. In fact, they sometimes apply only the word “Thai”, coming from the fact that Thai food represents a fi ne cuisine, without using any parts of Thai cuisine or ingredients. Except for some outstanding dishes such as Pad Thai and Tom Yum. They have like special Thai chicken salad or something. That’s actually something that’s good to know. And a lot of American places. No, not only American, but like I’m speaking from an American’s standpoint...They try to do a Thai style. You’re knowing Thai food. I’m knowing Thai food. We go and we eat and like ooh, not Thai at all. But it’s the representation to Americans who don’t know Thai food, of what Thai food would be like if they’re familiar with it. Cultural appreciation Thai food possesses desirable functional bene fi ts, including complex fl avours and unique herbs. In time as Americans become more familiar with Thai food, they may select it using basic determinants, such as fl avours, physical wellness, convenience, and price. Thus, the ever-lasting emotional bene fi t of Thainess, conveyed through Thai symbolism and personal relationships betweenAmericans and Thais, as well as cultural activities and media, can potentially enhance cultural appreciation and food marketing. I forgot one of the great things about Thai food. It’s the family style. That’s so cool. That’s the social thing. Instead of I’m going to get my food. Nobody can touch my food. All for me, me, me. That’s so American. Me, my, mine. Like we all share. Ah, I like that. That’s the big thing I like. Kind of like sharing. Try this, try this. There is something new. And then you put on your plate. You can change it if you want. Like add a little more spice, whatever. I like that. That’s something I forgot to mention. Thai is very social. I think Thai people like to talk and eat together. It seems very welcoming. Thai Food: A Gateway to Cultural Understanding