Following the success of upstream raw material development, Khon Kaen University’s Faculty of Architecture continues to empower Mahasarakham’s reed producers through midstream design and downstream marketing strategies.

Following the success of upstream raw material development, Khon Kaen University’s Faculty of Architecture continues to empower Mahasarakham’s reed producers through midstream design and downstream marketing strategies.

After the upstream capacity-building activity for reed producers on 22–23 June 2026, in which Mahasarakham Province collaborated with an academic team from the Faculty of Architecture, Khon Kaen University (KKU), to establish standards for raw materials and production processes, the province continued to drive development into the midstream and downstream phases. This ongoing initiative is supported by lecturers from the Design Programme, Faculty of Architecture, who provide training in product design and marketing to elevate traditional reed handicrafts into identity-driven, high-value products capable of competing in contemporary markets.

Just one day after concluding the upstream phase, Mahasarakham Province launched the midstream activities from 24–26 June 2026 at Wat Chai Prasit, Ban Phaeng, Kosum Phisai District—the same venue as the earlier session. The original team of experts from KKU’s Faculty of Architecture conducted a practical workshop on preparing structures and forming woven products, allowing participants to experiment with various structural techniques to diversify their product range. A workshop on discovering local identity followed, giving producers who had completed the raw material training an opportunity to explore their community’s cultural capital and narratives. These insights were then applied to design products that reflect Mahasarakham’s authentic identity.

Building on the foundation of raw material knowledge and design, the initiative progressed to the downstream phase from 3–5 August 2026 at Vasu Hotel, Mahasarakham Province. This stage focused on bringing the newly developed products to market. Participants learned how to analyse target audiences, select appropriate markets, and employ storytelling to enhance brand value. The training also covered cost calculation, pricing strategies, commercial photography for online marketing, and the application of artificial intelligence (AI) to develop promotional materials and boost sales efficiency on digital platforms, thereby completing the development chain from raw materials to sales.

Throughout the three phases of development—upstream, midstream, and downstream—the team of five expert lecturers from the Design Programme, Faculty of Architecture, continued to share their extensive knowledge. The team, comprising Dr. Akkapon Lamuang, Dr. Montida Lertnimanradee, Miss Pitchrawee Sura-areekul, alongside guest speakers Mr. Kittisak Lamsombat and Mr. Chaturapit Pimsaeng, provided comprehensive training in raw material development, product design, branding, and creative marketing. The emphasis on hands-on practice at every stage reflects the crucial role of academic service in connecting in-depth knowledge directly to community needs, enabling entrepreneurs to immediately apply these skills to expand their businesses.

This comprehensive upstream-to-downstream operation serves as a successful model for holistic local product development under a policy from Mr. Chumpit Dethcharat, Governor of Mahasarakham Province, aimed at transforming cultural capital into economic value through continuous collaboration among the government sector, educational institutions, and the community. The academic service provided by Khon Kaen University’s Faculty of Architecture acts as a vital mechanism, seamlessly integrating design and marketing expertise with local wisdom. This represents a significant milestone in propelling Mahasarakham’s reed handicrafts into the sustainable creative economy and stands as a prototype for grassroots economic development adaptable to other community products.