PHI TA KHON: UTILIZING LOCAL CULTURE FOR DESIGNING AND DEVELOPING CULTURAL PRODUCTS BASED ON THE IDENTITY OF LOEI PROVINCE

Abstract

The objectives of this academic article were (1) to study the Phi Ta Khon culture in Dan Sai District, Loei Province, and (2) to examine the application of local culture in the design and development of cultural products based on the provincial identity of Loei Province. Data were collected through documentary research and field studies conducted in Dan Sai District, Loei Province. The study was guided by the concepts of cultural products, the creative economy, and product design and development as the analytical framework. The collected data were analyzed using content analysis. The findings revealed that (1) Phi Ta Khon symbolically represents individuals who wear masks to conceal their true identities, dressed in vibrant, loose-fitting, and fully covering costumes, and also refers to a local traditional festival held during the seventh lunar month, locally known as the “Bun Luang Festival”. During this event, Phi Ta Khon performers from various villages participate in numerous playful activities and processions. The distinctive identity of Phi Ta Khon lies in its meticulously crafted masks, elaborately painted with traditional Thai and contemporary patterns in vivid colors, along with costumes made from brightly colored modern fabrics. These costumes are further adorned with indigenous seeds and bells worn around the waist, producing sound when the wearer moves. (2) The process of utilizing Phi Ta Khon for cultural product design and development comprises three main stages: (1) an exploratory stage, involving the study of documents, previous research, and fieldwork to develop understanding and capture emotional and sensory experiences; (2) a creative implementation stage, which includes concept formulation, sketch design, prototype development, design review, prototype production, and preliminary evaluation. Throughout this stage, designers continuously refined and modified the prototypes to ensure feasibility for reproduction, a strong cultural image and identity, and alignment with the preferences of the target consumer group; and (3) an evaluation stage, divided into two processes: evaluation by experts, based on criteria including narrative content, functionality, product form, creativity, manufacturability, and quality, and evaluation by the target consumers, focusing on narrative content, functionality, visual image and aesthetics, as well as product quality and value.