Thai Brand Project Eyeing the World
By Han Sang-hee
Staff Reporter
For a leader of any nation, it is important to understand the potential of the country and further introduce its culture to the world. In the case of Thailand, preparations and plans have been made on a larger scale, with Her Majesty Queen Sirikit backing a national project aimed to promote Thai products.
Thailand is already famous for its various handicrafts thanks to its rich culture, but the Support Arts and Crafts International Centre of Thailand (SACICT) is sponsoring their journey to a more international level.
``This organization is to (initially) help Her Majesty to support village people to increase their income and to have a job during the non-farming period. We send teachers and experts to teach them to make handicrafts, including textiles, fabrics and pottery. Then, Her Majesty buys back the products to the palace. That’s how she can market the products,’’ Kunyaphan Raengkhum, CEO of SACICT, told The Korea Times during an interview last week. Raengkhum was in Seoul with his staff to promote the products and to also search for business partners to further expose them to the Korean public.
SACICT, a nonprofit public organization under the Commerce Ministry, aims to leverage Thai handicraft products by extending assistance toward the promotion and betterment of Thai folk arts and crafts for export, and also to help local farmers along the way.
``I wish to see farmers produce handicrafts to earn a supplementary income and to spend their free time fruitfully while at the same time preserving ancient and magnificent Thai art as a national heritage for our prosperity,’’ Her Majesty Queen Sirikit was quoted as saying by SACICT.
SACICT’s new brand development program called Global SACICT is aiming to bring products under the three keywords ― simplicity, practicality and functionality ― with the guidance and expertise of famed designer Massimo Zucchi, who has worked with various brands, including Bally, Hermes, Rolex and Samsung.
Raengkhum explained that because the traditional style of Thai products were not quite suitable to target global markets, an expert was needed to make them more accessible.
``We are trying to mix traditional (aspects) and western together,’’ he said.
While the SACICT promotes original Thai products, including basketry, gold, silverware and earthenware, the Global SACICT is hoping to reach to a broader customer pool by adding a bit of modernity to its products’ designs.
Following the four favorite subjects of The Queen ― the peacock, Thai flower, Thai insects and Thai animals ― the products are striving to be unique.
``Because the products are all made by hand, it is impossible for mass production. They are limited editions,’’ the CEO added.
The Global SACICT is expected to cover four product lines such as textiles, silver and gold accessories, ceramic wares and basketry.
Instead of focusing too much on the cultural aspects of Thailand, Zucchi managed to add a bit of the Thai essence to the products. For instance, the designer chose the colorful peacock as one of its inspirations, using only the round, eye-shaped feather as the basic structure of the pattern. The earrings that were shown during a presentation didn’t shout ``peacock’’ instantly, but it was easy to see that the animal influenced their design and shape.
``Our goal is to create contemporary Thai handicraft products that suit the preference of international consumers. This will (encompass) two aspects of the Thai handicraft. First is the traditional and classical approach, and the second is the contemporary line, which is fairly new,’’ Chayut Assarasakorn, managing director from Massimo Zucchi Design, said.
``Our goal is to produce products and cooperate with partners in different countries to develop each market. Hopefully, the Korean market will get to see us soon,’’ Raengkhum said.