Nong Mon Qilin: Souvenir Design Based on Local Identity of Saensuk Subdistrict, Chonburi Province, Thailand
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Abstract
The Qilin, a Chinese mythological creature representing virtue and prosperity, has become emblematic of the local Teochew-Chinese identity. This research employs Qilin symbolism to develop a culturally appropriate souvenir design for the Nong Mon community in Chonburi Province, guided by three objectives: 1) to extract Qilin-related identity keywords reflective of Teochew-Chinese heritage; 2) to establish evidence-based design standards for Nong Mon souvenirs; and 3) to validate the proposed designs with community stakeholders. A qualitative research methodology was adopted, across three phases, involving 35 key informants in total (n = 35): 25 participants contributed focus group discussions and in-depth interviews in Phase 1, and 10 design and community validation specialists participated in Phase 3. An evaluation of 156 existing Nong Mon souvenirs was also conducted to identify market gaps. Data were analyzed through thematic and content analysis. In response to Objective 1, analysis identified seven Qilin identity keywords-virtue, longevity, prosperity, protection, auspiciousness, cultural continuity, and local belonging-which formed the design brief. In response to Objective 2, these keywords informed a five-element colour palette (blue, red, yellow, white, black, with gold and jade-green accents) and morphological design standards (e.g., dragon-scaled skin, deer-hoofed feet, single horn), applied to a 3D-printed collectible figurine prototype. In response to Objective 3, evaluation by ten key informants (design experts, cultural heritage specialists, and tourism scholars) produced four validated themes: cultural authenticity of the Qilin’s iconographic translation, material quality and refinement needs, narrative engagement potential, and community acceptance and heritage alignment. These findings contribute to the advancement of sustainable tourism while safeguarding Teochew-Chinese cultural heritage in the Saensuk subdistrict.
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