KKBS Advances '3M Model' Integrating Medical, MICE, and Mudmee to Drive Khon Kaen as a Sustainable Creative Economy Hub

KKBS Advances ‘3M Model’ Integrating Medical, MICE, and Mudmee to Drive Khon Kaen as a Sustainable Creative Economy Hub

26 August 2026
11:50

On 18 August 2026, the Faculty of Business Administration and Accountancy (KKBS) at Khon Kaen University (KKU) – through graduate students specialising in Tourism and MICE Innovation Management in collaboration with the Center of Excellence for MICE and Business Events Industry (CEMBEI) – hosted the seminar “SILK NEXT: Driving Silk Innovation and Culture Through the MICE Industry (Khon Kaen Silk Innovation Lab).” Held at Ten x Coffee & Co-Working Space in Khon Kaen, the event brought together academia, government agencies, private sector leaders, local entrepreneurs, and communities for an academic and professional exchange of knowledge. The seminar explored strategies for transforming Khon Kaen’s traditional Mudmee silk from a local cultural asset into a high-value economic driver by harnessing innovation, creative-economy frameworks, and the MICE industry. Assistant Professor Donruetai Kowathanakul, PhD, tourism expert and Director of CEMBEI at KKBS, moderated the session and presented the outcomes of the preceding practical workshop.

The SILK NEXT seminar aimed to redefine Mudmee silk development, shifting its perception from a basic commercial product to an integral component of the Creative Economy, MICE, International Trade, and Cultural Experience ecosystems. By drawing on the MICE industry as a strategic connector, the initiative bridges local creators with buyers, business networks, and international markets. Concurrently, it works to strengthen manufacturer readiness across quality standards, production capacity, contemporary design, export capabilities, and business negotiation, positioning Khon Kaen Mudmee silk for entry into international markets.

This international market elevation aligns with Khon Kaen Province’s upcoming milestone as the host of Thailand Travel Mart Plus (TTM+) in 2027 – the first time Thailand’s premier international travel trade event will come to the Northeastern region. TTM+ 2027 will offer a vital platform to showcase Isan cultural capital, including Mudmee silk, performing arts, and local identity. These assets will be turned into high-value tourism products, experiences, and compelling narratives for international buyers and global travel markets.

The seminar featured a dynamic panel discussion titled “Driving Khon Kaen Silk Towards a Creative, Low-Carbon Economy and International MICE Markets,” bringing together key public and private sector representatives. Panelists included Ms. Thanaporn Sirilak, Manager of the Northeastern Regional Office of the Thailand Convention and Exhibition Bureau (TCEB); Mr. Phopphon Kasemsant Na Ayudhaya, President of the Khon Kaen Thai Silk and Textile Association; Ms. Nongnuch Udomkham, Khon Kaen Provincial Commerce Officer; and Ms. Jirapa Chuaduangphui, Khon Kaen Provincial Community Development Officer. A second discussion panel, titled “Co-Creating Khon Kaen’s Silk Innovation Ecosystem: Communities, Entrepreneurs, Design, and Global Market Communication,” featured industry leaders and cultural custodians, including Mr. Winyoo Inkeaw, Executive of Baan Pha Thai Chonnabot; Mr. Jirames Chanchinitisakul, Executive of Mongkol Thai Silk; Ms. Krittima Anadtakhatat, Director of the Thai Silk Sala Museum; and Ms. Chutikarn Ratchatapiti, Director of the Queen Sirikit Department of Sericulture Center (Khon Kaen).

In addition to panel discussions, the seminar highlighted digital innovations in tourism and MICE through the prototype presentation of the “SilkSoul Journey: Digital Passport Prototype.” Developed by undergraduate students majoring in Tourism Innovation Management at KKBS, the digital platform integrates technology with silk heritage, tourism, and community engagement. Using features such as an AI Trip Planner, NFC Digital Product Passport, AI Guide and Storytelling, and Community Explorer, the platform delivers a seamless digital journey connecting travelers directly with products, weavers, and local communities, enhancing both product value and visitor engagement.

A cornerstone concept introduced at the forum was the “3M Model: Medical – MICE – Mudmee.” This integrative framework connects Khon Kaen’s key strategic assets – health and urban wellness knowledge, the MICE industry, and Mudmee silk cultural capital – to generate comprehensive economic, social, and cultural value. In doing so, it advances Khon Kaen’s position as a sustainable MICE destination and world-class City of Silk.

Assistant Professor Donruetai Kowathanakul, PhD, Director of CEMBEI at KKBS, stated that the “3M Model: Medical – MICE – Mudmee” synthesises academic research and collaborative network experience to systematically maximise local potential. Rather than keeping academic research confined to the university, the model actively links research with people, commerce, culture, and market mechanisms to foster Destination Value Creation.

Assistant Professor Kowathanakul explained that the 3M Model builds upon three core pillars:

Medical (Healthy City): Connects health, well-being, and urban development expertise to promote an economy centred on public quality of life.
MICE (Business & Visitor Economy): Utilises conventions, incentive travel, international conferences, and exhibitions as strategic drivers to connect people, business networks, and economic opportunities across the city.
Mudmee (Cultural & Creative Economy): Capitalises on the unique cultural heritage of Mudmee silk through creative design, product innovation, and immersive experiences, transforming traditional handicraft into a “Living Heritage” linked to the creative economy and international commerce.

Assistant Professor Kowathanakul further noted that the 3M Model builds upon Khon Kaen’s established historical trajectory. In 2013, Khon Kaen was officially designated a Thailand MICE City, laying the foundation for its event-driven economy. In 2018, the World Crafts Council certified Khon Kaen as a World Craft City for Ikat (Mudmee), recognising its exceptional cultural heritage in silk weaving. Subsequent expansions into Healthy City frameworks in 2024, followed by Living Heritage Tourism, Festival Economy, and Silk Economy developments in 2025, culminated in the comprehensive integration of the 3M Model in 2026. The SILK NEXT seminar actively translates this model into concrete economic and societal outcomes.

The successful organisation of “SILK NEXT: Driving Silk Innovation and Culture Through the MICE Industry” demonstrates the pivotal role of the Faculty of Business Administration and Accountancy at Khon Kaen University in translating academic knowledge into community-focused execution. By fostering multi-sector collaboration among academia, government agencies, private enterprises, local artisans, and communities, KKBS continues to drive the “Khon Kaen Silk Innovation Ecosystem,” transforming local cultural capital into sustainable global economic opportunities.