The initiative will enhance ties between the two countries already strengthened by the Japan-Thailand Economic Partnership Agreement.

The cooperation scheme will endorse Thai business franchises in Japan, Jetro Bangkok trade cooperation department director Haruhiko Ozasa said yesterday.

"There are several successful Thai restaurants in Japan, namely Coca, MK and Mango Tree. There are local Japanese spa operators that include a Thai massage service," Ozasa said.

Thai franchisers receive royalties and revenues from business-model consultation - including designing business concepts, menus and decorating outlets.

Franchises should boost exports to Japan. About half of all ingredients used in Thai restaurants in Japan come from this country. In some "top-tier" restaurants as much as 80 per cent is imported from Thailand, according to one such outlet.

In the media-content sector Jetro invited a Japanese expert to advise on business in Japan and hold workshops.

In 2004 the movie "Ong Bak" earned 800 million yen (Bt224 million) and "Iron Ladies II" took in ¥100 million. "Internal Affairs 2" from Hong Kong earned ¥200 million and South Korea's "Untold Scandal" brought in a record ¥900 million.

Jetro expert and successful film producer Kazuo Kuroi said the bilateral trade deal "has been very active".

"I believe the service-trade promotion for movies can further contribute to the relationship. For Thailand, I am certain there are possibilities to work with the Thai movie industry because Thailand has a great history, such as the Ayutthaya period, and is a popular destination for Japanese people.

"It is very much welcome that Thai movie professionals will have more contact with Japanese movie-makers and will propose ideas to work together," he said.

Jetro Bangkok president Yoichi Kato said the Kingdom had an advantage in services.

He said Thai service "encompasses rich value and rightfully possesses 'Thai value' which is an ideal of Thai wisdom, culture and heritage reflected through the Thai way of living".

"Jetro has observed the potential of Thai service in Japanese markets. Therefore we have made the decision to promote Thai service trade. It makes a great contribution to Thai overseas businesses," he added.