On November 18, 2025, at the meeting room of the Ubon Ratchathani Provincial Disaster Prevention and Mitigation Office, 2nd floor, Ubon Ratchathani Provincial Hall, Lieutenant Colonel Saramongkol Mongkhalasiri, Deputy Governor of Ubon Ratchathani Province, chaired a meeting to prepare for the "…Eat Mekong fish: Soft power from the river."The meeting was attended by heads of government departments, representatives from the Mekong Community Institute Association (MCI), the Ubon Ratchathani Provincial Fisheries Office, Khong Chiam District officials, the Lower Mekong-Mun River Fish Conservation Network, and other relevant agencies."
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Ubon Ratchathani Province, in collaboration with the Mekong Community Institute Association (MCI), has organized the festival “Eating Hakkong Soft Power Fish from the River” from December 19 – 21, 2025 at the Mekong Riverside Viewing Area, Mekong Chiam District, Ubon Ratchathani Province to promote soft power for local fisheries resources through environmental conservation, creative economy, society and intellectual culture. Mekong River residents are ready to push Mekong Chiam District to become a prominent ecotourism city of the lower Isan Region.
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The event will feature a variety of activities, including a competition and parade of floats depicting fish, showcasing the culture and close ties between the Khong Chiam community and the river. The event includes a cooking competition featuring local fish dishes to elevate regional cuisine into a soft power tool through food; the sale of OTOP (One Tambon One Product) and community products; a release of aquatic animals to restore the ecosystem in the Mekong River basin; and a seminar to exchange knowledge on the topic of "Khong Chiam: The City of Fish."

Lieutenant Saramongkol Mongkhalasiri emphasized the importance of integrating all sectors to ensure that this festival serves as a platform to reflect the abundance of the Mekong River, enhance the value of fisheries resources, generate income for communities, and stimulate sustainable tourism growth in Ubon Ratchathani province. Ubon Ratchathani Province is ready to proceed with the event in full force, aiming to make "Eat Mekong Fish, Love the Mekong: Soft Power from the River" a regional event where locals and tourists can fully experience the charm of the Mekong River basin during the end of this year.

Ubon Ratchathani Provincial Public Relations Office