Khankrayong: Development and Enhancement the handicrafts of Isan Buddhist art to become an innovative community based on the cultural identity of Maha Sarakham Province

Abstract

Background and Objectives: This study, entitled “Khankrayong: Development and Enhancement the handicrafts of Isan Buddhist art to become an innovative community based on the cultural identity of Maha Sarakham Province,” stems from the recognition of the cultural significance of Khankrayong—a traditional bamboo-woven craft that reflects the local wisdom, way of life, and Buddhist beliefs of the Isan people. Despite its cultural importance, the craft faces challenges related to the transmission of skills, adaptation to contemporary contexts, and limited integration with modern markets. The research aims to explore the cultural identity and inherent values of Khankrayong in order to develop culturally grounded product designs that retain local distinctiveness. It further seeks to formulate marketing strategies to elevate Khankrayong as a creative-economy product of Maha Sarakham Province and to strengthen community capacity for sustainable development. The study has three primary objectives: (1) to examine the concepts, values, and cultural identity of Khankrayong; (2) to develop and design craft products based on cultural identity; and (3) to develop marketing strategies that enhance its potential within the community’s creative-economy framework.

Methodology: This study employed a qualitative research methodology and was conducted in three phases:(1) examining the concepts, values, and cultural identity of Khankrayong; (2) developing and designing craft products based on the cultural identity of Maha Sarakham Province; and (3) formulating marketing and promotional strategies to elevate the craft toward a creative-economy product. The research adopted development-based and participatory action techniques, collecting data from community leaders, elderly community members, and bamboo-craft artisans in Wang Saeng Subdistrict, Kae Dam District, Maha Sarakham Province. The research instruments included in-depth interviews, focus-group discussion guides, participant and non-participant observation forms, and practical product-design activities. All data were analyzed using content analysis, with credibility ensured through triangulation.

Results: The findings reveal that Khankrayong is a highly significant cultural craft that reflects the Buddhist–folk worldview of the Isan region through meanings associated with merit-making, gratitude, and communal bonds. Although local weaving artisans continue to preserve traditional skills, they face challenges related to outdated product forms that do not align with contemporary market demands, as well as limited distribution channels.The product-development process indicates that community members are capable of extending their indigenous knowledge when supported with design-related training. The prototypes developed include Khankrayong for ritual offerings, Khankrayong as souvenirs, and contemporary decorative Khankrayong. These prototypes integrate traditional bamboo-weaving identity with modern aesthetics, resulting in enhanced appeal and value. In terms of marketing development, the study finds that storytelling, online media utilization, brand creation, and packaging development significantly contribute to improving consumer acceptance of the products.

Conclusion: This study demonstrates that Khankrayong holds strong potential to be elevated into a community-based creative product through a deep understanding of its cultural identity, systematic product design development, and marketing strategies aligned with contemporary consumer preferences. These processes collectively contribute to strengthening the local creative economy and fostering sustainable community development