Thailand launches jewelry design reality show to boost exports

Thailand's Ministry of Commerce and the Department of International Trade Promotion (DITP) have launched ‘The Secret Gems’, a reality competition designed to elevate the nation's jewelry and gemstone industry. The initiative aims to transition Thai businesses from original equipment manufacturing (OEM) and original design manufacturing (ODM) toward owning international brands (OBM) through the creative economy.

The program features eight Thai jewelry brands paired with teams of students and young artisans to develop products targeted at international markets. Produced by Heliconia H Group, the eight-episode series is scheduled to air on Channel 7HD between September and October 2026.

The gemstone industry remains a vital economic pillar for Thailand, ranking as the country's fourth most important export. In the first half of 2026, exports in this sector reached over $8.3 billion, representing an 11.58% growth rate.