CULTURAL HERITAGE AND PRODUCT DEVELOPMENT ACCORDING TO THE BUDDHIST CONCEPT OF CREATIVE INNOVATION, CASE STUDY “PANG CHOMPOOH” OF THE BUDDHIST INNOVATION CENTER MAHACHULALONGKORNRAJAVIDYALAYA UNIVERSITY NONG KHAI CAMPUS

Abstract

Abstract

This research aimed to: 1) examine the current conditions and needs for creative Buddhist innovation at the Buddhist Innovation Center, Mahachulalongkornrajavidyalaya University, Nong Khai Campus; 2) explore the product models derived from cultural heritage based on the concept of creative Buddhist innovation, specifically the “Phang Chomphu” model; and 3) propose development approaches for such cultural heritage products to achieve sustainability and enhance community economic value. This study employed a qualitative research design, using in-depth interviews with 25 key informants, including local residents, municipal administrators, village heads, and community leaders. Data were analyzed by organizing the content according to research objectives and presented descriptively.

The results revealed that: 1) the Buddhist Innovation Center of Mahachulalongkornrajavidyalaya University, Nong Khai Campus, designated “Phang Chomphu” a pink female elephant as the center’s official symbol to correspond with the university’s representative color. The developed products included piggy banks, coffee mugs, water cups, shirts, and bags; 2) the Center promoted knowledge of Buddhist innovation through training sessions, public communication, and product exhibitions in both printed and online formats. The Academic Affairs Office served as the main administrative unit for coordinating and disseminating information to encourage student and community participation; and 3) presenting “Phang Chomphu” products at provincial festivals enhanced public awareness at an initial stage. However, public relations remain limited. Therefore, it is recommended to diversify communication channels, especially through online media, establish collaborative networks with provincial agencies, and promote the use of university and community-based materials to increase value creation and support the local agricultural economy, which remains the primary occupation in Nong Khai Province.