The Faculty of Architecture, Art and Design, Naresuan University, has launched "Sawasdee Phitlok," a set of 9 cartoon characters representing the identities of Phitsanulok Province. This initiative is part of the research project "Application of Creative Digital Media Through Characters to Promote Tourism and Drive Phitsanulok Province's Soft Power." Assoc. Prof. Dr. Chawalit Duangutha is the researcher and designer.
Assoc. Prof. Dr. Chawalit Duangutha, a lecturer at the Faculty of Architecture, Art and Design, Innovation Media Design major, Naresuan University, along with his student Mr. Teeradon Choosong, has co-created Art Toy works that have previously garnered public attention. These include the White-Tailed Rooster, King Naresuan's War Elephant, King Naresuan's Anime Figure, Kookkai X’mas 2023, and "PYMON," a character derived from the legend of "Four-Eared, Five-Eyed Monster," a mythical creature from Lanna folklore, transformed into the "God of Fortune and Abundance." This character previously won an award in a design competition for characters and creative products based on Thai ghost legends under the project "Unleashing the Art of Thai Ghosts: Spirits of Art, Local Thai Ghost Legends." The latest creation, "Sawasdee Phitlok," features 9 cartoon characters representing the identities of Phitsanulok Province. It captures the unique features, lifestyles, culture, and important tourist attractions of each district through charming and vibrant characters to enhance recognition and foster creative tourism. The characters include:
1. "Nong Boon Thum" representing Bang Krathum District, symbolizing riverside community life and local living.
2. "Nong Pha Thara" representing Chat Trakan District, conveying the beauty of nature and waterways.
3. "Nong Wang Waree" representing Wang Thong District, symbolizing natural attractions and community life.
4. "Nong Phu Thin" representing Nakhon Thai District, reflecting border area culture and identity.
5. "Nong Boon Thin" representing Phrom Phiram District, portraying traditional communities and local culture.
6. "Nong Phitsanulok" representing Mueang Phitsanulok District, symbolizing the center of history and culture.
7. "Nong Na Thara" representing Bang Rakam District, depicting agricultural lifestyles and wetlands.
8. "Nong Boon Tan and the Two-River Turtle Pair" representing Wat Bot District, symbolizing simplicity and canal-side living.
9. "Nong Sila Khiao" representing Noen Maprang District, showcasing stone mountains and natural resources.
The concept behind the "Sawasdee Phitlok" Art Toy set is to consolidate the key identities of each district into characters. These are not just cute characters; they also embed stories about tourist attractions, food, lifestyles, and local culture, serving as guides to connect tourists with different areas of Phitsanulok Province. The works are now complete and are being disseminated through promotional media and exhibited at various Art Toy and creative events. The "9 Phitsanulok Identities" exhibition is planned to tour multiple locations before proceeding with copyright registration for Naresuan University, which has funded the research and creation of all works. Interested agencies or organizations in the province wishing to utilize these characters can coordinate through Naresuan University. The expectation is that these characters will act as a medium to connect tourists with the various districts of Phitsanulok Province and help drive the creative growth of community tourism in the future.
The project also aims to utilize character media as part of promoting Phitsanulok Province's "Soft Power" through contemporary design that appeals to younger generations, with the potential for further development into promotional materials, souvenirs, and future tourism activities.
Faculty of Architecture, Art and Design
Naresuan University
