The Tourism Authority of Thailand (TAT) is launching the “Molam Festival” to introduce Isan’s unique musical heritage on a global stage, showcasing one of Thailand’s most distinctive folk traditions while promoting sustainable tourism through green event practices. The festival will take place in Roi Et from 19 to 21 September at Roi Et Tower, and in Udon Thani from 26 to 28 September at Thung Sri Muang.
The Molam Festival is free to attend and runs daily from 17.00 to 24.00 Hrs.
The programme brings together celebrated Molam troupes, including Rabiab Watasilp, known for powerful vocals and elaborate choreography; Prathom Banterngsilp, which blends traditional storytelling with contemporary arrangements; San Lao Entertainment Arts, popular for its humorous, socially aware lam toei style; and Seng Esan, one of the most iconic ensembles recognised nationally and internationally for its large-scale productions and Luk Thung Molam performances.
Alongside these legends, the festival welcomes T-Pop artists including Bamm, Instinct, Yes’sirdays, Slapkiss and Kylinz, creating a cross-generational dialogue between folk traditions and modern music trends.
Molam, with its lively rhythms, witty lyrics and dynamic performances, is more than entertainment – it reflects the humour, resilience and wisdom of the Northeast. By placing Molam in dialogue with T-Pop, the festival reintroduces this heritage to new audiences, strengthening Isan’s cultural identity while showcasing Thailand’s creative industries to the world.
The festival also forms part of TAT’s “5 Must-Do Experiences in Thailand” concept, which promotes experiential tourism through Thai food, shopping, culture, wellness and festivals. Visitors will enjoy local and fusion dishes made with regional ingredients, cultural showcases, creative workshops and vibrant community markets that reinforce Isan’s position as a must-visit destination.
In line with responsible tourism, the event incorporates eco-friendly practices such as natural-dyed fabric workshops, craft demonstrations using sustainable materials, and food served in biodegradable packaging.
Visitors also stand a chance to win exclusive prizes, including vouchers for hotels, restaurants and tourism experiences across Isan worth more than 300,000 Baht.
For more information, please visit the official Facebook pages of TAT Khonkaen, TAT Udon Thani and go2isan, or call the TAT Contact Centre on 1672 Travel Buddy.
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