This study investigates how Thai universities have transformed their cultural mission (Mission 4) from being ceremonial guardians to active change leaders. Through the 2023 Advance Track research program, supported by Thailand’s Program Management Unit on Area-Based Development (PMU A), eight universities partnered with local communities to establish Creative Cultural Parks. These parks aimed to revitalize cultural capital as a foundation for local economic growth, community identity, and cultural innovation. Using a mixed-methods approach with a strong focus on participatory action research (PAR), the study examined all eight projects through project documents, field observations, stakeholder interviews, and cultural mapping data. It specifically explored the use of storytelling, creative festivals, and cultural incubators as tools to drive transformation. The results show that universities played a pivotal role in co-creating over 200 cultural products and services, supporting more than 100 new cultural entrepreneurs, and boosting average community income by 15%. Creative Cultural Parks emerged as more than just symbolic landmarks—they became vibrant ecosystems for collaboration, innovation, and identity restoration. Importantly, the program empowered local actors to take ownership of their development journeys through co-creation and cultural entrepreneurship. The study argues that when universities align their cultural mission with community participation and national policy agendas, they can unlock untapped cultural assets and produce tangible social and economic outcomes. It recommends establishing permanent cultural management units within universities and integrating cultural resources into broader development frameworks such as the Bio-Circular-Green (BCG) economy and creative economy strategies.

Authors:
Wasin Komut, Ubon Ratchathani University, Thailand
Siriwit Issaro, Prince of Songkla University, Thailand
Khamla Musika, Ubon Ratchathani University, Thailand
Pondej Chaowarat, Mahasarakham University, Thailand

About the Presenter(s)
Dr. Khamla Musika is a lecturer at the Faculty of Liberal Arts, Ubon Ratchathani University. He holds a Ph.D. in Thai Dramatic Arts and has extensive expertise in Isan performing arts, cultural heritage, and community-based cultural tourism

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