What is Pa Gad Festival?

Taking its name from the charming Northern Thai phrase "meet (Pa) at the market (Gad)" - this festival brings art together with the local wisdom and identity of the Gad Luang community. We've invited artists from across Chiang Rai and beyond to transform this historic market into a "Living Art Museum," designed with an eye toward long-term benefit for the city, not just the festival period itself. The festival is supported by the Creative Economy Agency (Public Organization), Chiang Rai Municipality, and more than 50 local partners.

What's on this year? 

This 2nd year's festival theme is "Playing with Things" (Len Khong), reinterpreting everyday market objects through contemporary artistic processes, turning them into storytelling media that reflect the roots of Chiang Rai — Thailand's northernmost province, where Lanna culture blends with the ways of life of ethnic groups and neighbouring countries, all within this multicultural market.

• View more than 30 art installations made from local Chiang Rai materials, created by over 40 artists

• Snap photos of street art and hidden photo spots scattered throughout the market

• Taste local food, "Made in Gad Luang," experience redesigned for international visitors

• Ride the "Rod Noi" little public truck, tour around the market and join a variety of workshops

• Cheer for more than 20 Chiang Rai Street Shows, including market-centre stage plays, open-air film screenings, a Chiang Rai memorial song contest, a Northern Thai fashion show, and a youth dance competition

• Share ideas for developing markets through the "My Creative Kitchen" activity

Socio-Economic Impact Analysis of Pa Gad Vol.2

Held at Chiang Rai Municipal Market 1 (Kad Luang), the Pagad 2026 festival attracted 20,777 onsite attendees. Based on an analysis by Nikkei Research & Consulting (Thailand) Co., Ltd., the event's key impacts are summarized below

1. Economic Impact The festival significantly stimulated the local economy, driving consumer spending and creating clear economic value:

• Total Economic Output: 40.5 million THB (Direct: 20.58M, Indirect: 15.29M, Induced: 4.65M).

• GDP Contribution: Added 39.1 million THB to the GDP (Direct: 18.54M, Indirect: 17.32M, Induced: 3.25M).

• Tax Revenue: Generated 3.9 million THB for the government (Direct: 1.98M, Indirect: 1.47M, Induced: 0.45M).

• Employment: Created 84 jobs (Direct: 34, Indirect: 38, Induced: 12).

• Local Economy & Entrepreneurship:

  • Distributed revenue across local retail, food, transport, and accommodation sectors in and around the market.

  • Launched the "Made in Kad Luang" co-creation project, pairing designers with local vendors to develop 14 product prototypes and pop-up stores, increasing product value and unlocking new business opportunities.

2. Social Impact The festival delivered highly positive social outcomes for both the Kad Luang neighborhood and Chiang Rai province:

• Participant Feedback: 86.8% reported an overall positive impact. Top-rated aspects included local identity and asset building (86.6%), tourism, economic and employment opportunities (86.5%), area revitalization (86.3%), and community engagement/networking (86.2%).

• Program Partner Feedback: Organizers and partners reported a 90.7% overall positive impact, with area revitalization, local engagement, and cross-sector collaboration each scoring 90.0%.

• Area Revitalization & Social Cohesion:

  • Transformed the quiet traditional market into a vibrant "Living Art Museum."

  • Bridged generational gaps, fostering meaningful relationships between market elders and the younger generation.

  • Forged strong collaborative networks among at least four key groups: Kad Luang vendors, local Chiang Rai artists/designers, youth from My Dance Academy, and Tai Lue women weavers.

  • Local vendors and community members rated the event's success a 10/10, citing increased sales and a renewed sense of joy in the neighborhood.