A Survey of Design Industry Demands in Thailand in 2025 and Guidelines for Curriculum Development for Design Personnel Outside the Higher Education System

Abstract

This research aimed to analyze the demands of the Thai design industry to inform the development of a flexible, non-formal curriculum structure and content under the national "One Family One Soft Power (OFOS)" initiative. The study employed a qualitative methodology, gathering primary data through in-depth interviews with two key stakeholder groups: representatives from 15 design policy agencies (focusing on SWOT analysis and human resource needs) and members of a regional educational network (four major universities), who assessed institutional readiness and the feasibility of a Credit Bank system.

Findings revealed a significant talent shortage and a critical misalignment between educational outputs and market needs. While sectors like UX/UI, Experience Design, and Digital Content are growing rapidly, graduates often lack essential practical skills, socio-cultural contextual understanding, and entrepreneurial motivation. Recommendations emphasized a pedagogical shift toward Hybrid Learning and Work-integrated Learning (WIL) that actively engages local communities and businesses. Crucially, the target audience must be flexible, encompassing the designer-to-be, professional designers, and design entrepreneurs.

A Multi-Criteria Decision-Making (MDCM) analysis was used to prioritize content based on strategic urgency. The highest-ranked modules were Design for Sustainability and Society, Application of Local Wisdom and Content, and Design Law and Ethics. These findings underscore the need for an agile, contextually rich curriculum that integrates cultural assets and promotes ethical awareness, thereby fostering a resilient and highly skilled workforce that aligns with Thailand’s long-term creative economy strategy.