Chiang Rai Governor Kicks Off “Thai Helps Thai” Campaign

CHIANG RAI – On Friday, Governor Chucheep Pongchai launched the “Thai Chuay Thai” (Thais Help Thais) campaign to cut the rising cost of living for local families. The event kicked off simultaneously across all 18 districts of the province.

By teaming up with major retail brands, the government is offering discounts of up to 58% on everyday essential goods. This massive relief effort was created to help everyday people deal with high consumer prices caused by global economic challenges and rising energy costs.

Recent global events, including ongoing conflicts in the Middle East, have driven up energy and shipping costs around the world. Because Thailand imports a large amount of its energy, these worldwide issues have caused local prices to spike. Daily expenses are getting much harder for families to manage, while household incomes generally stay the same.

Seeing this struggle, the Thai government decided to take immediate action. Deputy Prime Minister and Interior Minister Anutin Charnvirakul directed local leaders and the Ministry of Commerce to create a practical solution. The result is a campaign that puts affordable food and household supplies directly into the hands of grassroots communities.

A Unique Kick-Off Event

The main launch took place at the Chiang Saen district office. Crowds gathered early in the afternoon to see the program begin. Instead of a standard ribbon-cutting ceremony, Governor Chucheep did something completely different. He got behind the wheel of a traditional Thai mobile grocery truck, known as a “Rod Phum Phuang.”

He drove the truck himself to deliver cheap goods straight to nearby neighborhoods. This hands-on approach showed the public that local leaders are serious about delivering real help. While the governor was in Chiang Saen, Deputy Governor Prasert Jitpleecheep led a similar event in the Mueang Chiang Rai district.

Amazingly, all 18 districts in the province started their discount events at the same time. These special discount markets will take place at every district office every Friday throughout the entire month of May. For more background on this initiative, you can visit the original report from Nakorn Chiang Rai News.

Major Retailers Join the Effort

To make this happen, five major retail giants stepped up to help. They brought their products out of the shopping malls and directly to the local district offices. This makes it easy for villagers to shop without having to travel far into the city. Here is how the retailers are helping out:

Lotus’s: Providing goods to 14 districts, making it the largest partner in the campaign.
Thanapiriya (TNP): A popular local supermarket chain serving four specific districts.
Tops: Managing the discount booths in the main Mueang Chiang Rai district.
Big C and Makro: Bringing wholesale and retail deals to busy border and trading districts.

Shoppers can find deep discounts ranging from 25% to 58% on basic needs. Items on sale include rice, cooking oil, canned fish, and laundry detergent.

A Boost for Chiang Rai Retailers

It is not just big brands getting involved. The campaign also heavily features local community goods, known as OTOP products. Shoppers can buy safe, locally grown vegetables, Karen cotton clothing, Akha embroidery, woven baskets, and local coffee. Including these items helps keep money circulating within the local community rather than just flowing to large corporations.

One of the smartest ideas in this campaign is using the “Rod Phum Phuang” or mobile grocery trucks. Not everyone can easily travel to a district office. By loading these small trucks with discounted items, the campaign can reach people living in very remote villages. The government even opened online registrations for truck drivers who want to join the fleet and help deliver goods to these hard-to-reach areas.

With a new school year fast approaching, parents often stress about the cost of uniforms and supplies. To ease this financial burden, the campaign introduced a special “Back to School” promotion. Families can now buy school uniforms and learning tools at massive discounts of up to 86%. This ensures children have exactly what they need for school without putting families into debt.