Elevating Local Food to Soft Power of the Tai Yo Community in Ban Phon, Tha Uthen District, Nakhon Phanom Province to Promote Local Food Culture Through Digital Media

Abstract

This research aimed to 1) analyze the potential of community chefs in the Thai Nyaw community of Ban Phon, 2) elevate local cuisine to soft power for the Thai Nyaw community of Ban Phon, and 3) promote the cultural food image of Thai Nyaw lifestyle through digital media. This qualitative research collected data through in-depth interviews, participant observation, focus group discussions with 12 participants, and analyzed data using content analysis. The study of community chef potential in the Thai Nyaw community of Ban Phon revealed that the community possesses significant potential in terms of raw materials and indigenous wisdom for local food production, with expertise in sustainably integrating knowledge of seasonal selection of local ingredients. The elevation of local cuisine to soft power through cultural value-added processes found that food can reflect community identity through cultural narratives connected to traditions and ways of life. The promotion of image through digital communication revealed that presenting information through photographs, videos, and digital media on social media platforms creates awareness and elevates local community food to become cultural identity and local wisdom.