Chanchana Siripanwattana, head of Rajabhat Suan Dusit University's food science and technology programme, said Thais have long been familiar with the tastes of Italian cuisine, particularly dishes that uses lots of tomatoes and herbs. "For many, spaghetti is just a kind of noodle that we know so well," she said. Besides, unlike other Western foods which require the use of confusing cutlery, Italian cuisine is attractive for its "easy-going" nature, she said. "We can eat [food such as pizzas] with our bare hands, for instance. With Italian food, we don't have to remember the eating tools - all those forks and knives - that we are not so accustomed to," she said.

Japanese food, which is also popular, can sometimes be too complicated, particularly dishes made with raw fish which require sharp knives and cutting skills. Most Italian cuisine is easy to make at home, she said. "Anyone can make it. Just boil the spaghetti and prepare the sauces, which are mostly uncomplicated," she said. Ms Chanchana noted that franchise pizza restaurants with delivery services help make Italian food even more familiar to Thais.

Naruemon Nantaragsa, also of Rajabhat Suan Dusit University, said she believes that those who are fond of authentic Italian cuisine are limited basically to people who have been to Italy or abroad to experience this type of food. "Food is also about learning. Sometimes, we have to learn to like it. Not everybody likes it. Apart from those who are adventurous with food and like to experience new tastes, many people do not like it the first time they have it," she said. Like other foreign cuisines that are available here, Ms Naruemon said, much Italian food is localised and that makes Thais like it even better. "Basically, Thais adapt a lot when we have it. We have spaghetti with pla khem, which is the Thai version of anchovy. We use chillies and basil in our kitchens and, of course, less cheese and cream," she said.

Locally-made pizzas are different from authentic Italian ones which have thin crusts, she said, adding that many people stay loyal to franchise pizzas and do not like the original charcoal grilled ones. More importantly, the lecturer noted that people in different age groups have different tastes. "It is quite obvious that younger people are attracted more to pizzas while the older ones may like pasta or other dishes," she said. Ms Chanchana agreed, adding: "It is likely that those who like pizzas when they are young will expand their interest to other dishes when they grow up.'