It isn’t easy being truly committed to social and environmental responsibility, especially here in Chiang Mai, Thailand, where there is little infrastructure to support such efforts. In fact, many businesses have tried and failed, due to either prohibitive costs or lack of resources and know-how, to attain such goals. It takes money, time and a rather large amount of effort to do—and maintain doing—the right thing.
And that is why eyes are currently being drawn towards Jing Jai Market and Jing Jai Village, with their rather humble, yet potentially mighty, projects under the vast umbrella of Thailand’s mega conglomerate, Central Group.
Tasked with the challenging job of creating a sustainable project under Central Group’s initiative to empower and lead societal and environmental action, Jing Jai Market’s Ormkwan Sanasen, Head of Operation (Chiangmai Area & Art Project) at Central Group, says that she looks towards the leadership of King Rama IX as to how she works with and builds value with local communities.
“We are a social enterprise, which means that all monies made goes right back into local communities,” explained Ormkwan, who has been working with Jing Jai Market and Jing Jai Village since 2012. “Here at Jing Jai Central, our operation costs won’t be leading to profit any time soon, however, we are not far off sustainability and becoming net-zero in the near future in accordance with Central Group’s aim to become net zero by 2050.”
“We are doing a lot of work in the back end of the house to install good practices, to put our commitment where our mouth is and to perhaps lead by example and help inspire others to follow along a similar path,” added Ormkwan of the numerous initiatives she has implemented at Jing Jai Central over the years.
Jing Jai Market’s fresh foods and vegetables market is curated and selected by Jing Jai’s staff, selecting (and testing for) only organic producers and eschewing the use of plastic. The weekend market itself discourages any use of plastic and provides a seven-section waste system to both encourage and educate users as to how to recycle waste. Food waste generated by the dozens of restaurants and stalls across the project are sent to pig farms and there are constant trainings and workshops for vendors and the general public to learn how to reduce, segregate, recycle and reuse waste. In fact, Jing Jai Market is becoming a destination of learning for anyone interested in seeing how a waste reducing ecosystem works. Knowledge is readily and generously shared with schools, communities, businesses and organisations, who come to visit and learn from across Thailand.
“Any edible food leftovers from markets and even restaurants, is being taken to poor communities. Food is either collected by Scholars of Sustainable Foundation (SOS) or we drop it off to orphanages, old people’s homes and such. Real food waste then goes into our Turn Organic by You, or T.O.B.Y, machine which churns out biogas and liquid compost, which in turn we donate to farmers and members of the local community.”
Ormkwan went on to explain that once all plastic lids are separated from cardboard cups and all straws are rinsed, it is dropped off to the municipality which then turns them into pillows for bed-ridden patients. Stretch plastic on the other hand, such as plastic bags, are made into bricks by Rajabhat Chiang Mai’s Green Road Project, with Jing Jai Market itself featuring some of these bricks on its pavements.
“We also work with the Energy Research and Development Institute of Nakornping, at Chiang Mai University, who collect much of our waste for recycling. At this point, we aren’t equipped to take on public waste, but we will slowly expand upon our services. We want to pressure manufacturers to use less wasteful packaging, we want to encourage people to take the basic first steps towards recycling, whether it is just separating or washing plastic for recycling; it all helps. Soon we will have a recycle day where members can come here to use our recycling plant and perhaps even get credit points for it.”
Ormkwan says that the main challenges to environmentally responsible efforts are the habits of people. “Changing norms and routines is so hard,” she explained. “We actually offer ten types of recycling options here and while it is very challenging, we are committed.” She goes on to explain that Jing Jai Central hires local handicapped people to help sort out the up-to-ten different types of waste, washing and preparing them for recycling.
“And even then, it’s never 100%.”
Sitting on a total of 14 rai of land, with over 1.6 million visitors last year visiting 292 shops and businesses on premises, while earning nearly 500 million baht income in 2024, Jing Jai Market’s commitment to its social and environmental responsibilities has reached the point that last year alone 45 groups came to visit and study the project from around Thailand and beyond, completing the link in the eco—and social—chain by helping others to also achieve similar goals.
“We focus on food, on art and design and on crafts, encouraging, supporting and spotlighting local farmers, craftspeople and artists, opening up new markets for them while implementing our social and environmental practices,” expanded Ormkwan. “We don’t allow foam and discourage plastic, we installed an assistance programme on food waste and recycling, and T.O.B.Y has been busy turning food scraps into biogas and compost. Not only that, we collaborate with good projects here and beyond, such as SOS and Green Road, and in the future we will look towards solar power and continue to reduce our carbon footprint. We even work alongside AIS, who come to collect our batteries and other hazardous waste.”
If you haven’t been, Jing Jai Market is a space where you can wander amidst trees and green foliage, visiting shops and restaurants, including Tops Green which enjoys the claim of being Thailand’s first green store. There is also the hugely popular Good Goods contemporary-style shop, which sees Central Group’s designers working alongside artisans and craftspeople to elevate and add value to local products— part of the social entrepreneurship project ‘Central Tham’. There are numerous cafes on premises, such as Roastniyom ECO and Gallery Drip Coffee. Some super popular restaurants have also made a home at Jing Jai Market, including Kiew Kai Ka Jing Jai, Kang Jing Jai, Godum Noodle and many more. Then, there are all the stylish boutique and gift shops dotted about. Definitely don’t forget the Jing Jai Gallery, Ormkwan’s pet project, which is designed to offer an approachable, contemporary art space to introduce art to the general public in an unintimidating manner.
Each weekend, Jing Jai Market lives up to its name and opens up to the Jing Jai Farmers Market Chiang Mai, which features Central Group’s first organic market, opened in 2012. There is also the next door Rustic Market, a joyful playground for the entire family to come relax, shop and play over the weekend.
“It costs money and a lot of effort to be environmentally responsible,” added Ormkwan. “And that is why we felt that we were in the position to prove that it can be done and perhaps we can make it easier for those who wish to do something similar. With the power of Central Group, perhaps we can eventually begin to pressure other corporations to follow suit—that will be when we become truly effective.”
For now, Ormkwan’s team in Chiang Mai is leading the way, with other Central Group malls and projects looking north for example and inspiration.
Jing Jai Market Open Everyday
Monday – Friday from 08.30-21.00 hrs.
Saturday – Sunday from 06.30-22.00 hrs.
Jing Jai Weekend Market (Jing Jai Farmers Market & Rustic Market)
Saturday – Sunday from 06.30-15.00 hrs.
