Tai’s Tong Lai: Perceptions and Entrepreneurial Transformation among Mae Hong Son Residents

Abstract

This research article presents a sociological study that aims to: 1) explore perceptions of Tong Lai products among residents of Mae Hong Son province, and to 2) study the transformation conditions through which Tai craftsmen become Tong Lai entrepreneurs, drawing upon conceptual frameworks of entrepreneurship and cultural entrepreneurship in rural societies. Data collection was conducted in Mae Hong Son province from March 2023 to December 2024. The study employed a questionnaire survey with 398 household representatives aged 18–65 years from three districts (Mueang Mae Hong Son, Khun Yuam, and Mae Sariang), and in-depth interviews with four Tong Lai entrepreneurs from Mueang Mae Hong Son and Khun Yuam districts as case studies. Findings reveal that the majority of respondents primarily perceive Tong Lai products as temple decorations, with some products utilized in sacred worship ceremonies. Fewer than half of the respondents recognize that Tong Lai products can be adapted as souvenirs, home decorations, or accessories. Additionally, the study identifies five conditions in the transformation to Tong Lai entrepreneurship: 1) the learning process, characterized by the accumulation of experiences from childhood about Tong Lai products and other Tai handicrafts; 2) the skill development phase, involving continuous practice and production of Tong Lai products; 3) the appreciation and awareness phase, marked by love of the craft, cherishing its value, and commitment to preserving Tong Lai handicrafts; 4) the opportunity phase, during which craftsmen leverage opportunities to transform themselves into Tong Lai entrepreneurs; and 5) the creativity for developing Tong Lai products.