Thai Community Businesses Tap Modern Markets With Local Charm
Thailand's Department of Business Development is helping community entrepreneurs modernize by blending local cultural heritage with digital-age business skills, with 137 entrepreneurs receiving consulting this year through programs like SMA
Thai Community Businesses Tap Modern Markets With Local Charm
Poonpong Naiyanaphakon, director of the Department of Business Development under the Ministry of Commerce, revealed that consumer behavior is shifting toward products with distinctive identity, compelling stories, and authentic local character—representing a significant economic opportunity. Community businesses can now create added value through cultural resources, traditional wisdom, and limitless creative thinking.
The Department of Business Development is continuously advancing entrepreneur development through SMART Local Clinic and SMART Local Camp activities, building essential digital-age skills including brand building, product storytelling, customer experience design, merchandising techniques, and commercial negotiation. This ensures community enterprises grow strong and sustainably in modern markets.
This year, 137 entrepreneurs applied for and received consulting through SMART Local Clinic, while 42 entrepreneurs in the third SMART Local ME-D cohort completed intensive development and concrete business advancement.
To boost local soft power, the Department held a "Community Entrepreneur Success Stories: SMART Local ME-D" event today (July 8) showcasing the third cohort's potential. The event unveiled the "SUNS Day Trip" creative tourism route, transforming community products into contemporary items meeting modern consumer trends.
"SUNS Day Trip" is a community product route weaving Thai community charm through the concept "sun's journey throughout the day," connecting lifestyle, identity, and products in contemporary form from four pilot provinces: Sukhothai, Ubon Ratchathani, Nan, and Satun. The initiative creates novel customer experiences.
A special talk session "Journey through Local Stories: From Thai Community Charm to Modern Inspiration" featured brand-building expert Phaijinapath Jinapun. Certificates were awarded to third-cohort SMART Local ME-D entrepreneurs and "SUNS Day Trip" participants.
