A collaborative, multidisciplinary project transforms local ingredients into premium community products, driving sustainable livelihoods under the BCG and SDG frameworks.
On 25 June 2026, the Office of Academic Service at Khon Kaen University (KKU) reaffirmed its commitment as an institution dedicated to “Social Devotion” by showcasing the successful elevation of a grassroots economy. Developed under the project titled “The Expansion of the Higher Education Network for the Career Potential Development of Persons with Disabilities through the KMUTT Disability Training-Internship Model, Phase 2,” the initiative took place at the Ban Dong Sub-district Administrative Organisation, Ubol Ratana District, Khon Kaen Province. By synergising expert faculty members and innovative student teams, the project successfully transformed local raw materials into the “Dong Dee Dong” brand, featuring mushroom chili paste and crispy fried mushrooms. This initiative tangibly aligns with the Bio-Circular-Green (BCG) economic model and the United Nations Sustainable Development Goals (SDGs).
From a “Mushroom Surplus” Crisis to Technological Product Innovation
Mrs Panphit Kanokphumiphat, Chairperson of the Dong Dee Dong Vocational Group, and Mrs Jintra Pathombut, a caregiver representative, explained that the 40-member group originally formed to generate supplementary income for persons with disabilities and their caregivers. However, they faced a severe local market crash due to an oversupply of fresh mushrooms. In response, they began processing fresh angel and oyster mushrooms into chili paste and fried snacks.
Initially, the products faced consistency issues with taste and excess oil retention. Khon Kaen University intervened by introducing an industrial oil-centrifuge machine. This technological application doubled the shelf life and crunchiness of the fried mushrooms while cutting production costs through efficient oil reclamation.
Branding and Professional Marketing Strategies
To elevate the products to commercial standards, the Office of Academic Service invited Associate Professor Duangchan Nachaisin, Ph.D., from the Faculty of Fine and Applied Arts, to lead sessions on Brand Identity, packaging design, and contemporary storytelling.
Concurrently, Assistant Professor Chanidapa Sukcharoen from the International College provided deep insights into the 4P marketing mix, inventory management, and sales pitching. The training included practical role-play workshops, allowing the operators to hone their communication skills, overcome marketing anxieties, and confidently pitch their products to prospective clients.
Mobilising Youth Innovation for Digital Marketplace Transformation
The project also served as a practical learning ground for the younger generation. A student consulting team from the Faculty of Business Administration and Accountancy—comprising Ms Ratchadaporn Assavabhumi, Ms Kittipassorn Liamkaew (Entrepreneurship and Logistics Management majors), and Mr Thanadol Narula (Finance major)—deployed to the field to establish the community’s primary digital storefront via Facebook.
The student team structured the enterprise’s back-end digital operations by assigning distinct administrator roles, drafting a comprehensive 3-month social media content calendar, and training members in basic financial accounting. This financial setup allows the enterprise to track income, calculate expenses, and determine exact net profit margins accurately.
A Continued Commitment to Grassroots Sustainability
Associate Professor Chuchat Kamollerd, Ph.D., Director of the Office of Academic Service, personally visited the community to monitor the project’s milestones. Praising the community’s resilience and adaptive capabilities, Director Kamollerd outlined the long-term vision:
“The Office of Academic Service will remain a dedicated mentor, supporting the Ban Dong group to ensure their business grows on a secure foundation. We are fully prepared to coordinate and secure alternative funding sources to sustain this success, even after the current institutional budget cycle concludes.”
The successful launch of the “Dong Dee Dong” brand serves as a testament to KKU’s mission to reduce social inequalities (SDG 10) and foster decent work and economic growth (SDG 8) through a lifelong learning ecosystem where communities, faculty members, and students grow collectively.
Support Local Communities: The premium mushroom chili paste and herbal crispy fried mushrooms under the “Dong Dee Dong” brand are now officially available for purchase. You can support this disability empowerment initiative directly by visiting their official Facebook Page: [ดงDดง ต.บ้านดง].
