“Good design does not discard the old to chase novelty; it creates an honorable, enduring space for existing heritage to thrive in the modern economy.”

A critical challenge facing traditional wet markets today is changing consumer behavior. Valuable regional delicacies and artisanal goods are frequently overlooked by younger generations and urban travelers due to outdated packaging, presentation, and sales formats.

To address this economic gap, the “Made in Gad Luang” initiative under the 2nd Pagad Festival by Everywhere Gallery paired contemporary product designers with market vendors. Together, they identified unique cultural assets, resolved practical pain points, and co-developed 11 functional commercial prototypes supported by 4 market Pop-Up stores.

Merging Design Thinking with Vendor Wisdom

The objective was not to replace heritage identities, but to apply Design Thinking to create added value (Value Creation), craft compelling narratives, and refine functional appeal for contemporary lifestyles.

Five Standout Designs from ‘Made in Gad Luang’

1. Ram-fuen Fries

(By Sasanun Butrkhunthong, Designer X Jay Mei Khao Ram-fuen)

Khao Ram-fuen—a beloved indigenous pea-flour delicacy of Tai Lue and Tai Yai heritage—was reimagined as a contemporary snack. The designer engineered custom cookie-cutter molds shaped like Chiang Rai landmarks (the Clock Tower, Wat Rong Khun, and the Si Hu Ha Ta mascot). Sliced, deep-fried until crisp, and served with signature dipping sauces alongside a "Ram-fuen Boy" mascot, the dish was transformed from a seated breakfast into an on-the-go street snack without altering Jay Mei’s authentic recipe.

2. Pak Talad Craft Ice Cream

(By Aom Lamai Ice Cream)

An inventive craft ice cream trilogy translating market ingredients into refined gastronomy:

• Khao Man Talad: Roasted sticky rice ice cream crafted from Chiang Rai's premium Khao Niew Khiew Ngoo sticky rice, layered with sweet potato and homemade butterfly pea coconut boba.

• Phak Talad: A refreshing botanical sorbet combining apples, wolffia (Phem), Nang Lae pineapple, and fresh spearmint, crowned with kumquat-makwaen wild spice jelly.

• Nga Talad: A traditional grain-infused ice cream blending toasted perilla seed and cane sugar, wrapped in purple sweet potato mochi.

  Each cup was finished with a hand-stamped clay seal and flavor tag, adding artisanal elegance.

3. Phang Nuan: Smokeless Votive Lamps

(By Tharapong Jaihong X TARA Studio)

Addressing the smoke, soot, and wax burns associated with traditional northern clay votive lamps (Phang Pratheep), the team introduced natural smokeless soy wax housed in minimalist cast-concrete vessels. The reusable design was tested during Asalha Puja when 99 lanterns were lit around the temple stupa in unison with community members.

4. Time-Locked Man-Kriab (Cassava Crisps)

(By Pattra Sereewichayasawat X Chiang Saen Cassava Community Enterprise)

Elevating humble cassava crisps into cultural gift sets through contemporary packaging inspired by the architectural nostalgia of the old Chiang Rai Clock Tower, honoring generational artisanal production.

5. Gad Luang Visual Identity & ‘Manhole Covers 2026’

(By Thanthai Pornchanthong with guidance from Think Studio)

A comprehensive Corporate Identity (CI) system for Kad Luang that translated into market merchandise like scarves, tees, and keychains. Most notably, the identity was cast into custom iron manhole covers, installed permanently across the market alleys as enduring public art emblems of the creative district.

A Sustainable Blueprint for Grassroots Economy

The ‘Made in Gad Luang’ initiative yielded real commercial transactions and proved that creative collaboration can unlock substantial economic value for grassroots merchants, providing a repeatable model for sustainable urban regeneration across Thailand.

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