ABSTRACT
This chapter shapes the leading design principles of a complete Thai meal and its effects on the perceived individual liking. How burning sensation from chili in Thai food appeals rather than repulses diner is assessed with many theories. A case study on meal-replacement development for local Thai people implied the relationship between spiciness and satiation of a meal. The complexity of flavors provided by distinguished ingredients, such as fermented shrimp paste in curry paste, the addition of lime in savory dishes, and the high number of ingredients per dish. For the first time, savory dishes or gub-khao were visualized with matrixes and grids of texture, fat content, and level of spiciness. The wisdom of sum-rub table setting was approached with sensory and psychological concepts. Finally, the possibility of modernizing Thai cuisine while maintaining intangible national heritage status is briefly explored.
