Collaborative Program to Support Craft Community Press Conference

July 26

Press conference “Collaborative Program to Support Craft Community” at Thailand Creative & Design Center (TCDC) Chiang Mai.

CEA and MUJI Join Forces to Elevate Chiang Mai’s Local Crafts:
Pushing Creative Local Products to the Global Market

The Creative Economy Agency (Public Organization), or CEA, in collaboration with MUJI Retail (Thailand), is excited to announce their initiative to propel Chiang Mai’s local craft brands onto the global stage. The “Collaborative Program to Support Craft Community,” was unveiled at a press conference on 26 July 2024, at the Thailand Creative & Design Center in Chiang Mai (TCDC Chiang Mai). The event was presided over by Dr. ChakritPichyangkul, Executive Director of CEA, and Mr. Akihiro Kamogari, Managing Director of MUJI Retail (Thailand).

Running from March 2024 to March 2025, this collaboration between CEA and MUJI Retail (Thailand) focuses on enhancing the capabilities of local creative entrepreneurs in the ceramics and natural fabric sectors. The goal is to elevate local specialties to meet international standards, add product value, and preserve the cultural essence of local communities. By doing so, the program aims to promote high-quality creative products that reflect community values while appealing to modern lifestyles (Creative to Commercial), effectively planting the flag of Thai handicrafts in global markets.

Dr. Chakrit Pichyangkul, Executive Director of CEA, highlighted that this collaboration represents a significant milestone in integrating public sector efforts with a world-class brand. It aligns with CEA’s strategy of advancing creative industries on an international level, starting with Chiang Mai, renowned for its rich tradition of folk crafts, with wisdom, knowledge, and craftsmanship skills passed down from generation to generation. MUJI (Thailand) has been instrumental in promoting sustainable product development, in line with its brand ethos, and in empowering local entrepreneurs to showcase Thai creative works in global markets.

CEA has identified and supported top talents from Chiang Mai’s creative communities. Eight ceramic brands were selected to participate in three key activities: a workshop, a community market, and product development, in collaboration with MUJI’s Product Design team. These activities took place from March to May 2024 at MUJI’s flagship store—the first and largest in Northern Thailand—located at Central Chiang Mai Airport, Fl. 1.

MUJI (Thailand) has selected two local ceramic brands, InClayStudio and Charm-learn Studio, for product development, design, and quality control to meet international standards. These products, blending simplicity with charm, will be created in line with the MUJI brand concept and are scheduled to be available under the MUJI brand starting November 2024 at the MUJI ICONSIAM branch.