Helminths
Helminths is a sci-fi musical theatre project by 2411 Productions, created as a thesis under Chulalongkorn University’s Faculty of Communication Arts. It poses the provocative question, “What if the world forgot about food?”—using this idea to explore culture, identity, and memory through dark comedy and satire. The project aims to spark critical reflection on food, culture, and corporate influence; craft an immersive theatrical experience through multimedia storytelling; and elevate Thai theatre with bold, original work. By fusing science fiction with musical performance, Helminths redefines stagecraft and showcases the power of innovative, homegrown productions on a larger scale.
PadKraPao Group (PKP)
PKP (Pakkrapao Group) bridges undernourished Thai communities with corporations seeking meaningful, tax-deductible CSR initiatives. Under the vision “Bridging a Better Life,” PKP offers turnkey meal donation programs that connect businesses with schools and communities in need, tackling Thailand’s nutritional challenges while aligning with Sustainable Development Goals. Services range from simple food donations to immersive CSR trips, complete with branding and PR support. By positioning food as both sustenance and cultural soft power, PKP delivers a streamlined, impactful CSR solution. Future plans include expanding into gastro-tourism and eco-friendly corporate activities, supported by digital platforms and direct B2B outreach.
Bangkok Bite Book
Bangkok Bite Book is a citywide food adventure celebrating Bangkok’s vibrant street food culture. Designed as an immersive scavenger hunt, it guides participants along curated walking routes to discover hidden gems, iconic eats, and cozy cafés. Using specially designed stamp-collecting postcards, food lovers earn stamps at each stop and unlock rewards as they complete the journey. Aimed at Gen Z to late Millennials, the project also builds community support by spotlighting local vendors. Active on Instagram, TikTok, and Facebook, Bangkok Bite Book raises awareness of Thai culinary heritage while promoting exploration, connection, and neighborhood pride.
Trivy Cosmetics
Trivvy is a culturally inspired lip gloss brand that blends modern beauty innovation with the nostalgic charm of traditional Thai desserts. Designed to resonate with Gen Z and Millennials, Trivvy transforms Thai cultural elements into a playful yet elegant cosmetic experience. Its debut shades—Pakakrong and Darathong—reflect dessert-inspired tones tailored to different skin undertones, combining emotional storytelling with beauty functionality. With soft visuals, sophisticated branding, and an accessible price point, Trivvy reimagines Thai identity through contemporary cosmetics. The project illustrates how cultural heritage can elevate product design, offering a unique and meaningful alternative in today’s saturated beauty market.
KHAOPAN
KHAOPAN is a premium Thai-Japanese fusion restaurant concept that reimagines Thai cuisine through the refined lens of Japanese culinary aesthetics. Designed for launch at Central Embassy, Bangkok, the brand targets urban professionals, tourists, and cultural tastemakers seeking elevated, globally resonant dining. Blending premium local ingredients with curated storytelling and visual refinement, KHAOPAN creates a modern dining experience rooted in Thai authenticity. Developed through extensive research, tastings, and industry collaboration, the project positions Thai food as both artistic and exportable. KHAOPAN exemplifies how culinary innovation can drive Thailand’s soft power and strengthen its identity as a global food destination.
Lamunlamai
Lamunlamai is a creative initiative that revitalizes traditional Thai desserts by making them appealing and accessible to Gen Z. Under the name Lamun-Lamai (meaning “gentle” or “tender”), the project blends modern branding with cultural nostalgia through a social media campaign and an interactive exhibition, Blooming Nostalgia. Featuring a charming mascot, Granny Allure, and hands-on workshops, Lamunlamai reconnects youth with Thai dessert heritage in fun, relatable ways. With storytelling, playful learning, and beautiful design, the project bridges the gap between tradition and modern taste—redefining Thai sweets as a vibrant part of today’s lifestyle.
PigNamPla Club
PigNamPla Club is a community-focused cooking project that uses Thai food as a bridge for cross-cultural connection in Bangkok. Aimed at locals, expats, and digital nomads, the club fosters social interaction through relaxed, interactive cooking sessions centered on cultural exchange rather than technical skills. Designed as a friendly, inclusive alternative to traditional cooking classes, PigNamPla blends vibrant branding with engaging content across Instagram, Facebook, TikTok, and LINE. The project exceeded participation goals, revealing a strong demand for intimate, experience-driven food events. By turning cuisine into a social connector, PigNamPla highlights Thai food’s soft power in building lasting relationships.
Siamese Palette
Siamese Palette: The Unseen Food Tour is a non-profit cultural initiative that reimagines Thai cuisine through the lens of migration, history, and heritage. Focusing on Thai-Vietnamese, Thai-Chinese, and Thai-Indian influences, the tour guides participants through historic Bangkok neighborhoods to taste heirloom dishes and hear the stories of multi-generational vendors. More than a food tour, it’s a journey into the cultural heart of Thai communities. Designed as a model of ethical tourism, proceeds supported children with disabilities through the Foundation for Children with Disabilities. The project champions sustainability, community connection, and the preservation of Thailand’s diverse culinary identity.
Zococo
Zococo is a plant-based coconut yogurt brand that reimagines Thai coconuts as symbols of wellness and cultural pride. With its slogan “playfully natural,” Zococo blends soft pastel aesthetics, eco-friendly packaging, and storytelling rooted in Ban Phaeo, Thailand’s coconut capital. Designed for Gen Z, the brand highlights transparency, local sourcing, and Thai identity through food and design. Zococo demonstrates how everyday ingredients can become tools of soft power, shifting perceptions and supporting local farmers. Launched through sampling, digital campaigns, and an iCAF booth, the project explores how communication design can elevate traditional Thai food in modern, meaningful ways.
From Spice to Silk
From Spice to Silk is a groundbreaking dining experience that redefines fine dining by merging gastronomy with performance art. Its core aim is to move beyond traditional storytelling by giving voice to the dishes themselves—through fashion, emotion, and spectacle. The project invites guests into a multi-sensory journey where meals are transformed into wearable art, modeled live to embody each dish’s inspiration and essence. It challenges diners to see food as narrative and expression, creating deeper emotional connections. Through this innovative blend of cuisine, fashion, and storytelling, From Spice to Silk turns dining into an unforgettable, soul-stirring artistic experience.
Spirits in a Bottle
Spirits in a Bottle: Mysterious Ya Dong is a documentary project that investigates the cultural roots and misconceptions surrounding Ya Dong, a traditional Thai herbal liquor. The project’s main goals are: to uncover the truth behind its authentic uses, challenge modern stereotypes, and preserve its heritage through ethical storytelling. Filmed across Bangkok and Northeastern Thailand, the documentary reveals that Ya Dong’s diversity is shaped more by marketing than actual recipe variation. By spotlighting its medicinal roots and role in working-class culture, the film repositions Ya Dong as a meaningful cultural symbol—one deserving respect, preservation, and deeper understanding.
NGARM Taste of Thai Pants
Ngarm is a fashion project that transforms Thai cuisine into cultural soft power by reimagining traditional elephant pants through designs inspired by four iconic regional dishes. Merging food, fashion, and identity, Ngarm celebrates Thai heritage with a bold, modern twist. Each piece is ethically produced using eco-friendly materials in collaboration with local artisans. Beyond fashion, 50% of profits support lunch programs for underprivileged children. Through vibrant storytelling on Instagram and TikTok, Ngarm reached over 40,000 viewers and sold 90+ pants in its first month—proving that culinary heritage can be worn, shared, and celebrated across cultures and generations.
Unseen of South
Unseen of South is a cultural promotion project that reintroduces Southern Thailand’s rich heritage through the lens of food—spotlighting the rare Chumphon fig. In collaboration with Nova Social Club, the project created an innovative cocktail collection featuring this unique ingredient, aimed at young urbanites and international travelers. Its objectives were to raise awareness of underrepresented Southern Thai culinary traditions, spark cultural dialogue in nightlife settings, and deliver an accessible, modern experience. Blending research, storytelling, and creative mixology, Unseen of South transformed local ingredients into immersive narratives—reviving regional identity through taste, conversation, and cross-cultural connection.
Beyond the Plate
Beyond the Plate is a short documentary that explores the cultural evolution of iconic Thai desserts, tracing their foreign origins and showcasing how they’ve been reimagined into uniquely Thai creations. Centered on sweets like Thong Yib, Thong Yod, and Foy Thong—introduced during the Ayutthaya period—the film highlights food as a form of soft power and cultural diplomacy. Aimed at younger and global audiences, the documentary revives historical narratives while celebrating Thai culinary identity. Featured at the BCM Showcase Expo 2025, the project includes a YouTube release, social media content, and on-location filming at culturally significant sites.
Bites and Buds
Bites and Buds is a food tour platform that connects people through shared culinary experiences while uncovering hidden Thai food gems and the cultural stories behind them. Centered around the idea that “food connects people,” the project creates engaging, community-driven tours aimed at young adults (ages 20–24). Focused in Bangkok’s Talat Noi district, the tours promote small local eateries and street food vendors. Using Instagram and TikTok for outreach, Bites and Buds combines storytelling, digital strategy, and event planning to foster meaningful social interactions. Success is measured through media engagement and participant satisfaction to drive future growth.
Yindii
This project presents a communication campaign for Yindii, a surplus food app operating in Thailand, Hong Kong, and Singapore. While Yindii promotes sustainability by reducing food waste, user engagement in Bangkok has lagged behind other markets. To address this, the campaign reframes the platform from a “sustainability-first” message to a “community-sharing” approach—encouraging users to share discounted surplus meals with friends, family, or colleagues. By highlighting Yindii as a social, feel-good experience, the campaign aims to boost app engagement and order frequency, showing how food rescue can foster both environmental impact and community connection.
Kanom Playground
Kanom Playground is an interactive exhibition and workshop designed to revive appreciation for Thai desserts through creativity, education, and cultural storytelling. Held at the Bangkok Art and Culture Centre (BACC), the event featured miniature dessert displays and hands-on workshops co-hosted with local artists and dessert experts. Aimed at younger audiences and international visitors, the project blended traditional craftsmanship with modern engagement tools, including quizzes, giveaways, and visually rich content across Instagram, Facebook, and TikTok. By merging cultural heritage with playful experiences, Kanom Playground successfully repositioned Thai desserts as edible art, fostering renewed interest and supporting small dessert businesses.
Bitterly-sweet
Bitterly-sweet (ไม่เป็นสับปะรด) is a heartfelt short film by Focus on the Donut, a team of three student filmmakers exploring life’s turning points through the lens of food and emotion. Inspired by their own transition from university to working life, the film aims to reflect the bittersweet reality of adulthood while highlighting Thai food as a form of soft power. Through a quietly powerful narrative that moves from shared meals to solitude, the project seeks to connect with audiences on a human level—reminding us that even in our differences, shared feelings and experiences bring us closer together.
Baked Cosmetics
Baked Cosmetics is a skincare brand that blends the beauty of Thai agriculture with the artistry of cosmetics. Inspired by ingredients like tomato, butterfly pea, rose, and coffee, the brand transforms locally sourced produce into visually striking, high-performance skincare products. With the concept “Produced by Thai, Used by Thai,” Baked Cosmetics promotes national pride and cultural soft power while supporting sustainable agriculture and local farmers. Backed by research from Chulalongkorn University and the Ministry of Agriculture, the brand champions value-added production, positioning Thai botanicals as global beauty essentials rooted in tradition, wellness, and aesthetic innovation.
Acai Story
Acai Story: The Thai Series is a summer campaign that reimagines Thai cuisine through wellness-focused acai bowls, blending authentic flavors with nutritional benefits. Featuring the Yum Zaap Bowl and Mango Sticky Rice Bowl, the project introduced bold Thai taste to a health-conscious audience under the slogan: “Zaap baab mai tong ab, Nua baab mai tong roosuek pid”—enjoy flavor without guilt. Aimed at Gen Z, the campaign challenged perceptions and encouraged culinary openness. With vibrant storytelling and strategic timing during mango season, it reached over 11.7 million views on Instagram, marking a 1,600% growth in engagement.
Bon Appéthai
Bon Appéthai is a fun and educational board game that introduces players to the rich diversity of Thai cuisine. Set in a vibrant floating market, players act as food entrepreneurs, collecting ingredients, discovering regional dishes, and answering trivia questions inspired by Thai culinary culture. Designed for young adults, tourists, and families, the game blends entertainment with cultural learning. With colorful illustrations and immersive gameplay, Bon Appéthai encourages curiosity and sparks conversation about lesser-known Thai dishes. Playtested with both Thai and international audiences, the game received enthusiastic feedback and demonstrates strong potential as a cultural touchpoint for events, travel, and hospitality.
GUGEK
GUGEK, the Chrysanthemum Slushy Project, reimagines a traditional Thai herbal drink as a modern, health-conscious slushy—supporting local farmers in flood-affected Chiang Rai. Partnering with Chiang Rai Community Enterprise, the project transformed surplus chrysanthemums into a refreshing product targeted at Gen Z consumers. Launched under the theme “The Power of Food,” the brand featured strategic design, aesthetic packaging, and social media marketing. Debuted at Beat the Bizz by CEO Chula, the product exceeded sales expectations and returned profits to the farming community. The project showcases how thoughtful innovation can connect local agriculture with modern markets for sustainable, shared value.
AroiGo
Thai Cuisine On The Go is a smart vending machine concept offering fresh, healthy Thai meals—designed to meet rising demand for convenient, nutritious dining while promoting Thai culinary heritage. Guided by in-depth consumer research and expert interviews, the project explores branding, trust, and adoption potential. Key pillars include freshness, smart convenience, and sustainability, with a user-friendly interface and culturally inspired visual identity. A 2D prototype and digital platform simulate the experience, supported by strong consumer interest and industry validation. The project highlights how food technology can blend innovation with national identity in Thailand’s evolving food service landscape.
I LOVE ITIM
I LOVE ITIM is a health-conscious ice cream brand that blends guilt-free indulgence with Thai culinary heritage. Created under the theme “The Power of Food,” the brand offers six flavors—three Thai-inspired using locally sourced ingredients, and three classic favorites—free from added sugars and preservatives. Designed to promote healthier eating and inclusivity, I LOVE ITIM supports local farmers while addressing the demand for nutritious dessert alternatives. Through a pop-up shop, vibrant social media content, and thoughtful branding, the project highlights food’s potential to impact well-being, celebrate culture, and foster community—making every scoop a statement of purpose and pride.
Casa Taula
Casa Taula is a Bangkok-based pop-up dining project that reimagines Thai cuisine as playful, vibrant, and accessible. Born from global culinary exploration, the concept challenges traditional Thai dining by blending familiarity with freshness. Its key goals are: to reshape perceptions of Thai food through lighter, more engaging formats; to create immersive, kitchen-facing dining experiences rooted in local ingredients; and to foster deeper emotional connections through storytelling and thoughtful design. Each pop-up evolves uniquely, supported by strong digital engagement and community feedback—proving that Thai food can be both a daily joy and a platform for creativity and connection.
Together at the Table
Together at the Table is a heartfelt campaign under the theme “The Power of Food,” using Thai cuisine as a bridge to spark genuine connections—especially among shy or introverted individuals. Inspired by the global concept of dining with strangers, our event, “Table for All: Where Every Meal Starts a Friendship,” reimagines this idea through Thai childhood nostalgia and comfort food. With conversation starters and shared memories, participants connect emotionally over familiar dishes. This project celebrates Thai soft power by transforming everyday food into a tool for emotional wellness, cultural pride, and meaningful human interaction.
The Painted Table
The Painted Table is a personalized tablescape service brand that blends Thai cultural heritage with sustainable design and mindful dining. Offering bespoke event styling, floral arrangements, and creative catering with locally sourced ingredients and handcrafted ceramics, the brand promotes slow, intentional hosting. Through curated events and a visually driven social media presence on Instagram and TikTok, The Painted Table appeals to both B2B and B2C clients seeking unique, eco-conscious experiences. Collaborations with brands like Caudalie and Prime x Beachbitcha have boosted visibility and credibility, positioning the brand as a rising name in sustainable event styling and culinary storytelling.
