The outlets will be managed by Coca Suki, a locally owned sukiyaki chain with branches in London, Tokyo, South Korea's Busan and Malaysia.

India and the Middle East are also considered ripe markets for Mango Tree.

Pranita Kurdpikul, director of the Export Promotion Department's service trade section, said franchising is the best way to expand Thai cuisine around the world. The expansion of Thai restaurants overseas will open up opportunities not only for the food sector here but also for manufacturers.

"Despite stringent business regulations, Coca Suki has received approval to run the restaurants," she said.

The government this year is concentrating on promoting Thai restaurants in the Middle East, particularly Dubai in the United Arab Emirates, Qatar and Bahrain.

Thai food is well known in the region, and consumers there enjoy good income. The establishment of Thai restaurants there could be a boon for Thai franchisers, she said. Dubai is home to only two Thai restaurants, even though it is a major destination for world travellers in the Middle East.

Thai spas, garages and auto-service centres also show great potential thanks to highly skilled technicians and workers.

"Thailand should focus on low competition businesses and our strengths," Pranita said.

For instance, Tokyo-based Bridgestone's Cockpit auto-service centres are a successful franchise concept in the sector. Thai enterprises should learn more about different business formats so that they can institute systematic management, she said.

Petchanet Pratruangkrai

The Nation