The launch of “Lao Khao: What We Talk About When We Talk About Rice” offered a vibrant dive into Thai rice culture through inspiring talks, rich storytelling, and immersive music. Max Jenmana, Dr Wit Sitthivekin, and Professor Thanet Wongyannava shared insights into the roots and cultural significance of rice in Thailand. A highlight was the legend of Gao Hang, the nine-tailed dog whose final tail carried heavenly grains—giving rise to the first rice cultivation. This tale inspired Gao Hang, a new Thai rice spirit distilled from 100% jasmine rice, created to honour Thailand’s heritage. With experimental healing music setting the mood, the launch invited guests not just to learn about rice culture, but to truly feel it.