CMU joins forces with Siam Piwat to unveil “Ma Neua MAKE” and propel “Creative Lanna” crafts to the global market

Chiang Mai University (CMU) and Siam Piwat, a leading real estate and retail developer behind Thailand’s global landmarks such as Siam Paragon, Siam Center, Siam Discovery, ICONSIAM, and Siam Premium Outlets Bangkok have signed a Memorandum of Understanding (MOU) to launch “Ma Nuea MAKE” – an inspirational space rooted in local wisdom. Under this initiative, whose name is a play on word meaning “superior” and doubles as an invitation to come to the north of Thailand to see its crafts, the two organizations will collaborate to elevate Lanna heritage and develop the capabilities of small-scale entrepreneurs in Northern Thailand, thus enabling them to propel their products to the global market through the ICONCRAFT platform, a key initiative managed by ICONSIAM. The signing ceremony took place at ICONSIAM, Bangkok, on June 17, 2025.

Under this collaboration, both parties will actively work to support the development of the “Creative Lanna” brand, which is part of CMU’s strategies, and jointly establish the “Ma Nuea MAKE” Creative Lanna Artisan Store, a key venue for showcasing local handicrafts and modern product designs that preserve the cultural identity and roots. The store will feature creative products across three categories, namely North-talgia: the essence of the north that looks back to its roots; North-think-New: reimagined northern identity with fresh perspectives; and Innovation-in-North Vision: forward-thinking northern innovation through technology integration. These products will also be featured on ICONCRAFT, a platform that will showcase local brands and small entrepreneurs from the North to the world and foster a sustainable creative economy.

Chollachat Meksupha, Senior Executive Vice President – Investments and Project Development, Siam Piwat Co., Ltd., stated, “Siam Piwat has always been committed to driving sustainable business growth to benefit a wide range of stakeholders, including our partners, communities, and society, and has long been playing an active role in elevating the quality of life for Thais. This collaboration with Chiang Mai University marks another significant milestone in our mission to help elevate the design and quality of products from northern communities, introduce them to larger audiences, and unlock greater economic value for the Lanna region. With ICONCRAFT serving as a platform of opportunity, small-scale entrepreneurs are empowered to learn, showcase their products, and proudly step onto the global stage.”

ICONCRAFT, located on the 4th and 5th floors of ICONSIAM, is an inspirational space that brings together handicrafts from Thai artisans nationwide. It also serves as a hub for elevating “local heroes,” legendary artisans, designers, and artists who creatively carry on local wisdom, into “global heroes,” empowering them to develop various traditional crafts into contemporary, functional products and pass on inspiration and a sense of pride in Thai identity through the work of its artists and craftspeople. This project reflects Siam Piwat’s sustainability-driven business philosophy, which seeks to create equal opportunities for all to participate on a path towards lasting success.

Professor Dr. Pongruk Sribanditmongkol, M.D., President of Chiang Mai University, said, “The university places great importance on its role as a higher education institution in driving sustainable development, particularly in leveraging innovation and knowledge to create tangible economic, social, and community impact. One of our key strategies is ‘Creative Lanna,’ a proactive approach under our 12th and 13th Educational Development Plans. Our goal is to become a center for the creative conservation and development of Lanna culture and add value value to products, services, and tourism using local wisdom as capital.”

Professor of Practice Dr. Ekkachai Mahaek, Vice President of Chiang Mai University, responsible for Creative Lanna, Religion, and Arts & Culture, added, “‘Creative Lanna’ is not just our strategy but a reflection of our firm belief in the value of local wisdom and culture, which can be meaningfully developed for the future. Lanna handicrafts, folk art, food, music, and way of life are all bodies of knowledge that can connect to the contemporary spirit when integrated with the right mechanisms. As such, ‘Creative Lanna’ is not merely about preserving the past but about designing the future grounded in a strong foundation by combining contemporary knowledge with cultural capital to create economic value and genuinely connect with new generations.”

Assistant Professor Dr. Tanyanuparb Anantana, Vice President of Chiang Mai University, responsible for Innovation, Global Engagement, and Corporate Communications, said, “Chiang Mai University is dedicated to developing new generations of entrepreneurs through programs like ‘builds’ and ‘Basecamp24,’ managed by our Science and Technology Park (STeP). These initiatives seek to foster an innovation ecosystem that supports everyone from students to professional entrepreneurs, focusing on blending advanced technology (High-Tech) with consumer insights (High-Touch) to boost product value and promote sustainable business growth. Furthermore, CMU has been collaborating with local communities to co-develop products from local wisdom and enhance their design, packaging, and marketing strategies to boost their competitiveness in domestic and international markets. This partnership with Siam Piwat is set to elevate these community products to international standards and give them access to the global market through the ICONCRAFT platform, thus allowing Lanna products to be showcased worldwide and strengthening the sustainable growth of the creative economy of northern Thailand.”

Professor Dr. Pongruk Sribanditmongkol, M.D., concluded, “The collaboration between Chiang Mai University and a national-level company like Siam Piwat will open doors for local Thai entrepreneurs and enable them to demonstrate their capabilities through ICONSIAM, which serves as Thailand’s gateway to the world. This initiative is expected to introduce over 100 SKUs and generate more than 450 million baht in economic value within three years. Both new and existing entrepreneurs will have the opportunity to test domestic and international markets, using a business model built upon real-world consumer behavior to achieve sustainable product development. Underscoring both organizations’ shared commitment to developing local communities and expanding economic opportunities through creativity, culture, and innovation, this initiative marks a vital opportunity to leverage local wisdom and drive ‘Creative Lanna’ products to create added value and expand markets both at home and abroad, using innovation to empower communities and introduce Lanna to the global audience.”