Development of Tua Cow Tua Kwai Dessert as Soft Power to Promote Identity and Economy of Lao Krang Community, U Thong District, Suphan Buri Province

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Abstract

        This research, titled “The Development of Ta Wua Ta Khwai Dessert as Soft Power to Promote the Identity and Community Economy of the Lao Khrang Community in U Thong District, Suphan Buri Province,” aimed to: 1) study the current situation of the dessert in the Lao Khrang community in terms of production, consumption, distribution, and knowledge transmission; 2) analyze the potential of the dessert as soft power in terms of identity, cultural narrative, product appeal, and stakeholder acceptance; 3) examine the impacts of developing the dessert on community identity, pride, and the local economy; and 4) propose sustainable development guidelines consistent with the cultural and economic context of the Lao Khrang community. The study employed a mixed methods research design. Quantitative data were collected from 120 respondents using questionnaires, while qualitative data were obtained through in-depth interviews with 15 elderly people, local wisdom holders, and experienced dessert makers, together with non-participant observation. The data were analyzed using percentage, mean, standard deviation, and content analysis.
        The findings revealed that: 1) the dessert continues to play an important role in the way of life of the Lao Khrang Ban Khok community in terms of production, consumption, distribution, and knowledge transmission, with overall consumer satisfaction at the highest level (mean = 4.73); 2) the dessert has a high potential to be developed as soft power (overall mean = 4.68), especially in the cultural and historical dimensions reflecting the community’s distinctive identity; 3) its development positively strengthens community identity and pride and creates opportunities for income generation, cultural tourism, and community economic development; and 4) sustainable development should integrate local wisdom preservation with product development, packaging design, marketing, cultural tourism, and knowledge transmission to younger generations, so that the dessert can endure as a sustainable form of community-based soft power.