ParaThai In Her Hands: A Mother's Day Creative Video Campaign

For Mother's Day 2026, Thai restaurant chain ParaThai introduced its In Her Hands campaign. It celebrates the women behind every dish, with the message that every meal is more than just food, it is the meaningful touch of a woman's hands.

In this video, we shared our own story. As kids we were fussy eaters, yet our mum always cooked whatever we wanted. Only as adults did we realise it was all a sign of sacrifice and love, and that is exactly the spirit the campaign set out to capture.

Taking part was simple. Participants were invited to join the In Her Hands TikTok challenge by making a creative video with their mother or a woman who shaped who they are, tagging ParaThai and using the given hashtags, such as #ParaThai and #Inherhands. The campaign ran around Mother's Day in May 2026 and has now ended. Follow ParaThai's official accounts for future campaigns.