“Sala Daeng” and the Mission to Root Culture into the Global Spotlight: When Folk Art Becomes Soft Power
“A single terracotta coin can distribute income to multiple households in a community and instill cultural value far beyond what anyone might expect.”
– Sala Daeng (Somsub Srisuwan)
In an era where the world spins faster than ever and technology rapidly advances, folk art has re-emerged as something people seek—a source of truth, craftsmanship, and spiritual depth woven into every creative process. More profoundly, it represents the cultural identity that the modern world yearns to rediscover.
Sala Daeng (Somsub Srisuwan) embodies the spirit of a “local artisan” who works with heart and heritage. He is an artist who preserves and passes down the ancient wisdom of Lanna-style terracotta water jars. He doesn’t merely create art with his hands—he revitalizes the ecosystem of folk art in economy, society, and culture through global stages such as CAD.
CAD: A Global Platform for Local Artisans
“CAD gave me and my fellow artisans the opportunity to showcase our work with dignity on the world stage.”
CAD is not just an art exhibition. It’s a platform that truly understands the soul of communities—that art is not merely visual beauty, but a cultural ecosystem tied to grassroots economy, livelihood, and the pride of people in every village.
Sala Daeng shares the story of producing just one “terracotta coin.” It involves an entire network: the clay gatherer, the mold maker, the person pressing the coin, the kiln operator, the seamstress sewing the fabric pouch—each step is income, and each person is a co-creator of culture.
From Traditional Craft to Thailand’s Soft Power
“Soft Power isn’t just about celebrities or cuisine—it includes the ‘spirit of rural people’ embedded in every handmade piece.”
Sala Daeng’s work doesn’t aim to sell mere products; it tells stories and carries values that numbers cannot measure. A single coin is not just a souvenir—it becomes a cultural medium that travels farther than any tourist route.
Visitors to CAD not only see folk art—they taste traditional snacks, are welcomed by locals, and learn about the creative process. They leave with inspiration embedded in their hearts, sometimes sparking a “paying back” moment to their own homeland.
Teamwork with Heart: The Driving Force Behind CAD
“CAD operates on a flat structure—no bosses, no subordinates—just a unified team driven by one goal.”
What Sala Daeng appreciates most is the “heart of the team.” Everyone at CAD takes full responsibility for their role, working together with shared passion and commitment toward one goal: making visitors feel truly delighted.
Whether you’re the greeter, the driver, the artist, or the organizer—each position plays an essential role in creating a memorable and meaningful experience for guests.
The Future of CAD: Toward Becoming a National Cultural Leader
“I’m searching for a great driver… to steer the roots of Thai culture toward the future.”
Though there’s room for growth, Sala Daeng believes that CAD is heading in the right direction—not just in terms of art, but also in supporting local economies, building creative ecosystems, and elevating Thai culture to the global stage with dignity and depth.
He envisions a cultural leader—one who deeply understands traditional crafts, recognizes the beauty within, and can transform such intangible heritage into sustainable systems for the future.
Final Thoughts: When Sky Lanterns Illuminate the Soul
“To witness hundreds of sky lanterns rising into the night sky… that one moment could change someone’s life forever.”
CAD is more than an event. It is a movement that invites the world to rediscover “the greatness of small things”—folk art infused with sincerity. Artists like Sala Daeng remind us what it means to be rooted, to create with soul, and to realize that the most valuable treasures may lie within the spirit of our own community.
