Why ‘Isan’ Must Be ‘Creative’: Turning Regional Pride into Economic Power

The Power of Creativity in Shaping Isan’s Future

In an age where creativity is increasingly recognized as a key driver of economic and social progress, the significance of regional creative festivals has never been more profound. In the Northeast region of Thailand, known as Isan, the Isan Creative Festival (ISANCF) stands out as a beacon of cultural identity, innovation, and community empowerment. This event not only celebrates the rich heritage of Isan but also serves as a catalyst for change, encouraging those who have left their hometowns to return and contribute to the development of their communities.

Now entering its fifth year, ISANCF2025 is organized by the Creative Economy Agency (Public Organisation), or CEA. It offers a dynamic platform for idea exchange, meaningful dialogue, and the implementation of innovative projects across various fields such as art, music, film, design, technology, crafts, food, community engagement, and business. With a theme of ‘ISAN SOUL PROUD,’ the festival aims to celebrate the unique cultural identity of Isan while promoting sustainable urban development and unlocking the full potential of its people.

Why Creativity Matters for Isan

ISANCF2025 is more than just a celebration of creativity; it is a launchpad for new business opportunities and a thriving ecosystem of innovation. The festival encourages Isan natives and creatives from across Thailand to return, reimagine, and revitalize their hometowns. By showcasing the pride in Isan’s identity, the festival seeks to redefine perceptions of the region—not as a place in need of help, but as a vibrant hub of economic opportunity, culture, and creativity.

This year’s festival highlights the richness of Isan through its natural resources, way of life, culinary heritage, and traditional culture. These unique identities are being reimagined and communicated in new ways, giving rise to ‘creative businesses’ that generate local income and inspire a new generation to return home and reshape Isan’s image.

Three Key Creative Industries and Must-See Programs

The festival spotlights three key creative industries: Food, Entertainment and Content, and Craft, Art and Design, with curated programs that turn culture into opportunity.

1) Food Industry: From Tradition to Innovation

Isan food is more than just flavor—it is a heritage passed down through generations. This year’s festival invites everyone to experience:

• Larb Koi Universe: An exhibition showcasing two iconic dishes, ‘Larb’ and ‘Koi,’ as cultural DNA reflecting the essence of Isan people. It also explores fusion food trends, branding opportunities, and new food cultures.
• NEXT STATION ‘Pla Ra’: An interactive talk exploring ‘Pla Ra’ (traditional Thai fermented fish) as a cultural symbol and economic asset. The session will pave the way for the establishment of a ‘Pla Ra Institute’ and showcase dishes that highlight Isan’s soft power.
• Creative Wisdom Talk: A thought-leadership seminar designed to empower creative entrepreneurs with business insights. Topics include ‘Michelin-Starred Business for Isan Cuisine’ and ‘Customer-Centric Mindset.’

2) Entertainment and Content Industry: A Vibrant Stage

The sounds of the khaen, morlam, and local music will revive traditional Isan music with fresh vigor, empowering regional music creators:

• ISAN Music Talent: A vibrant intergenerational stage that brings together both seasoned and up-and-coming Isan musicians.
• Local Voice Panel: An authentic platform that reflects the voices of local communities, discussing the future of local music businesses and community-based music commerce.
• ISAN Cinema House: A creative initiative transforming communities into ‘film knowledge incubation centres,’ supporting the work of Isan filmmakers and directors.
• Content Lab 2025: Newcomers: A career-oriented session featuring insights from industry experts on the Thai Film and Series industry.

3) Craft, Art and Design Industry: Where Craftsmanship Meets Identity

‘Back to Isan!’ Pavilion showcases stories of Isan homecomers building their futures through branding, creative studios, and small businesses rooted in cultural capital. Other highlights include:

• ISAN MU-NIVERSE: An exhibition reimagining Isan crafts in a new context linking ‘mutelu’ (belief in superstition) with contemporary design.
• ‘ISAN SOUL PROUD’ Fashion Show: A runway event blending tradition with innovation, featuring top Isan designers and AI technology.
• ISAN Showcase: A curated selection of distinctive handicrafts, artworks, and design pieces from 30 talented creatives.
• Creative Market (D-KAK Market): A vibrant marketplace featuring creative talents, artists, and local entrepreneurs.

Expanding Opportunities Through Collaboration

In addition to these programs, ISANCF2025 will host the ISAN Creativity and Innovation Summit 2025, an international academic forum dedicated to advancing design and innovation in the region. Organized by Khon Kaen University, the Mekong Institute (MI), and the Thailand Convention and Exhibition Bureau (TCEB), the summit will take place on 5–6 July 2025 at Khon Kaen University Science Park.

Showcasing Isan’s Regional Potential

ISANCF2025 also shines a spotlight on the spatial and cultural potential of Isan across provincial, urban, district, and community levels. Four key venues in Khon Kaen have been selected to vividly represent ‘Isan Style’:

• TCDC Khon Kaen: A dynamic hub for emerging thinkers and creators, serving as an incubator for ideas and a testbed for creative economy and future lifestyle innovations.
• Pullman Khon Kaen Hotel: A regional center for conferences, seminars, and cultural festivals.
• Columbo Creative District: A vibrant craft village where daily life and creativity intertwine.
• Sawathi Community: A community proud of its traditional Isan ways of life, leveraging cultural capital to develop learning centers, arts, and traditions.

ISANCF2025 is poised to elevate regional pride and reaffirm Isan’s readiness to become a true ‘City of Opportunity.’ With over 200 diverse activities across seven types of programs from 28 June to 6 July 2025, the festival aims to inspire cultural pride and drive creativity across the region. Join the ‘ISAN SOUL PROUD’ movement and help shape the future through every dimension of culture while supporting the region’s growing business expansion.