Glocal Ascension: A Constructive Journey
Eggarat has re-emerged onto the design scene with a fiery passion, reigniting his creative pursuits in the aftermath of the Tom Yum Kung crisis. A trailblazer in his own right, Eggarat was among the first to delve into the depths of Thai design wisdom, masterfully weaving it into the fabric of global consumption trends. His signature "Glocal" design philosophy—a seamless fusion of local heritage and global appeal—has since become a beacon for designers across Thailand.
In the wake of the crisis, a collective of 12 displaced local designers united, partnering with the Department of Export Promotion (now the Department of International Trade Promotion, or DITP). Their mission? To revitalize the nation's economy by investing in the BANGKOK INTERNATIONAL GIFT (BIG) Trade Fair—a platform designed to elevate local exporters and propel Thailand's industrial prowess through the power of strategic design.
What began as an unemployment crisis soon unfolded into a tapestry of opportunity. Designers and artisans joined forces, keeping the wheels of production turning during turbulent times. Their collaboration bore fruit in the form of lucrative export orders, injecting much-needed income into the economy and laying the foundation for a thriving export industry. It was in this transformative moment that Eggarat chose to re-enter the fray, aligning himself with a designer-led export group that would later evolve into the Design Objects Association (D&O). This marked Eggarat's debut in the export business, inspiring him to immerse himself in the industry's intricacies and harmonize his design expertise with the demands of the global market.
Today, Eggarat's furniture designs—imbued with a modern Thai identity—have transcended borders, gracing over 30 cities worldwide. While Thailand's original equipment manufacturing (O.E.M) sector has waned, the design lifestyle products industry has captured the attention of international buyers. Yet, a persistent branding challenge looms, casting a shadow over the global perception of Thai products. Despite a decade of showcasing his work at international trade fairs and positioning Thailand as a leader in industrial-crafted lifestyle products in Asia, the nation still struggles to compete with the brand recognition and pricing power of countries like China and Vietnam.
Determined to rewrite the narrative, Eggarat has championed a bold initiative to craft a distinct brand identity for Thailand. His vision? To spotlight industrial-crafted design objects that have earned national acclaim, such as the prestigious DeMark Award, on global stages like the Milan International Design Week (I Salone). Drawing from years of experience and glowing feedback from international buyers, Eggarat aims to tell the story of Thai design wisdom—its evolution, its resilience, and its harmonious dance with global consumer trends.
With the unwavering support of the DITP's Office of Value Creation, the Slow Hand Design Exhibition was born in 2011. This annual showcase has since become a celebrated platform for Thai lifestyle products, offering ambitious designers a stage to shine—all backed by the DITP. Exhibitors who have earned DeMark accolades now have the opportunity to gain global recognition, further solidifying Thailand's place on the world stage.
Fifteen years on, Thailand continues to dazzle international audiences with its refined production and manufacturing expertise. Major brands like Christian Dior, Iniala Beach Hotel, and the Sheraton group have placed significant orders, a testament to the allure of Thai craftsmanship. Each year, Eggarat crafts new narratives, illustrating how Thai design resonates with global audiences—adapting to ever-changing trends while staying rooted in the rich heritage of Thai artistry.
Through it all, Eggarat's journey stands as a testament to the power of design to transcend borders, bridge cultures, and elevate nations. His story is one of resilience, innovation, and an unwavering commitment to showcasing the beauty of Thai design to the world.
