Glocalisation in Local Product Design

Abstract

The National 20-Year Strategy on constructing competitiveness has identified agricultural development issues to create value by promoting the use of identity and local wisdom to develop into products to develop and uplift local wisdom. To raise standards and create value for the products, the design of local products must have the attributes that reflect glocalisation to result in the distribution of products to the public. This article aimed to study glocalization in local product design using local products of Tha Mai District, Chanthaburi Province as a case study with documentary research and systematic literature reviews.

The study found that local product design consisted of three elements of glocalisation: 1) the compromise between global and local, 2) Global customising to the local context, and 3) connecting international and local together using English. In addition, local products are used as souvenirs from tourism. Therefore, developing products with a globalising character would help create value in symbolic exchanges, as a souvenir is a sign of taste between the giver and the receiver.