At the recent SX TALK STAGE, a dynamic session titled "Waking Up the Sleeping Isan: Isan to the World – The Sustainability of 'Muan-Zaab'" brought together influential voices to spotlight the region’s untapped cultural and economic potential. The panel featured Mr. Kawin Wongkusolkij, General Manager of Khon Kaen Innovation Center Co., Ltd.; Dr. Sirikul Laukaikul, Director of Sustainable Brands Thailand; and Mr. Kriengkrai Kanjanapokin, CEO of Index Creative Village Public Company Limited.

Mr. Kawin began by emphasizing that Khon Kaen had already developed its own “Khon Kaen Model”, and his team’s role has been to help accelerate its momentum. He shared the story of the Khon Kaen Innovation Center, which was formerly an abandoned building left unused for 27 years. Acquired and revitalized by the Mitr Phol Group, the building was transformed into a world-class innovation ecosystem aimed at uplifting the economy and quality of life in Isan.

The center comprises several functional zones:

• Laboratory & Research

• Workplaces & Offices

• Hotel & Restaurants

• Education & Family

• Active Wellness & Lifestyle Retail

• Convention Center

• Kaen Keaw Live House

The project embraces Mitr Phol’s guiding philosophy: "Growing Together Sustainably" — a commitment to bridging local and global spheres, while enhancing the livelihoods of the people in Isan. Khon Kaen was chosen as the site due to its strategic location in the northeastern region, its positioning along the East-West Economic Corridor, and its future connectivity through a high-speed rail line linking China and Malaysia — placing it at the heart of Thailand’s emerging economic geography.

Over the past two years, the center has delivered meaningful impact. For instance, it partnered with Michelin to train local food entrepreneurs, aiming to elevate regional restaurants to international standards. Given that 80% of Khon Kaen’s land is dedicated to agriculture, and food is the ultimate expression of this output, the project created new jobs for farmers and integrated their produce directly into participating restaurants.

Further achievements include:

• Hosting foreign media to promote tourism.

• Supporting local designers and artists through Kaen Keaw Live House.

• Sponsoring major public events such as Songkran, New Year celebrations, and city marathons.

Yet much of Isan’s rich heritage remains unknown to the world. Take, for example, the 34 species of edible mushrooms native to the region, or iconic culinary and cultural elements like Pla Ra (fermented fish) and Mor Lam (folk music). The project is working to elevate these treasures — first among Thai audiences and ultimately to international recognition.

This effort has been met with enthusiastic collaboration from local stakeholders, both public and private, thanks in part to Khon Kaen’s pre-existing commitment to sustainable development. One major outcome of this synergy is the upcoming “Pla Ra Mor Lam” Festival, a landmark event co-organized by government and private sector partners.

PLA RA AS GASTRONOMIC HERITAGE 

Dr. Sirikul elaborated that Isan’s cultural DNA permeates Thai life across all regions — regardless of whether one is ethnically Isan. Mitr Phol’s vision of “co-prosperity” means giving back to communities wherever the company operates. This doesn’t stop at job creation; it means turning Isan’s cultural identity into a global offering.

The festival’s focus on Pla Ra and Mor Lam is deliberate. Pla Ra, traditionally seen as a pungent local ingredient, is being repositioned as a sophisticated fermented food — a process that reflects ancient wisdom and modern culinary innovation. Fermented foods are now globally recognized for their health benefits, particularly for gut health, and are increasingly in demand.

Importantly, fermentation is also highly sustainable, requiring minimal water and energy compared to other food processing methods. It contributes to zero food waste, as the entire fish is utilized. Fermentation also relates directly to food security — a concept rooted in household practices of preserving food for future consumption. Today, with the rise of urban living, people buy Pla Ra instead of making it at home, but its significance endures.

Globally, the trend is catching on. Hundreds of startups in the U.S. are now focused on food preservation technologies, indicating that Thailand is not alone in seeing value in fermentation. Just as kimchi represents Korea and natto represents Japan, Pla Ra could become Thailand’s iconic fermented export. 

MOR LAM AS GLOBAL SOUND

Mor Lam, meanwhile, has the potential to become a global musical phenomenon. Its vibrant rhythms allow people to dance and connect — even without understanding the lyrics. A rising global interest in cultural music could position Mor Lam as a compelling tourism magnet for Isan.

The upcoming Pla Ra Mor Lam Festival will feature:

• World-class chefs demonstrating innovative uses of Pla Ra.

• Leading Mor Lam performers from across Thailand.

• A comprehensive suite of immersive cultural activities, all exemplifying public-private collaboration.

CREATIVE CULTURE AND SOFT POWER

Mr. Kriengkrai described Pla Ra and Mor Lam as part of Creative Culture — which is, in fact, Soft Power, one of Thailand’s seven national strategic pillars. This festival is not a one-off trade fair, but the beginning of a cultural movement that will share Isan with the world.

Inspired by the South by Southwest (SXSW) festival in Austin, Texas, the event blends music, film, technology, and gastronomy. The strategy is to creatively integrate Mor Lam into other formats to prevent cultural fatigue among locals — for instance, showcasing high-grossing films about Isan or developing inventive dishes like Pla Ra cookies, Pla Ra pizza, and other exportable products.

Soft Power, he explained, is about adding value to local assets. The initiative has drawn broad interest — even Central Khon Kaen shopping mall is exploring a New Year theme centered around Pla Ra. For this year’s event, top international chefs will showcase their craft, and in future editions, the organizers aim to invite global influencers and dignitaries.

Though many of these chefs may be unfamiliar to local audiences, their participation proves growing international curiosity. The experience will resemble a multidisciplinary festival, with music, food, and thought leadership in one place. The event is scheduled for December 26–29, aligning with a long holiday period — ideal for both domestic and international visitors.

Dr. Sirikul added that a Japanese restaurant has created a fermented fish sushi dish inspired by Ayutthaya-era Pla Ra, and has confirmed its participation in the festival.

Festival highlights include:

• Multiple Mor Lam stages

• Music parades throughout the city

• The largest Mor Lam teacher homage ceremony in Isan

• A side event called “Homecoming Day,” where overseas Isan natives return with their families — including foreign spouses and children — to join a Mor Lam parade

INTERNATIONAL CHEFS, LOCAL FLAVORS

Mr. Kriengkrai also revealed that international chefs will sample local Pla Ra dishes and provide feedback — a morale boost for local producers. The festival’s format, modeled on global benchmarks, will expand significantly next year. As he put it:

“Creative Culture is a gift from our ancestors. It’s up to our generation to carry it forward and scale it — sustainably, inclusively, and proudly.”

This vision ensures that every part of the supply chain — from the fisherfolk to the rice growers — benefits from cultural elevation and global exposure.

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