Beyond technology: integrating cultural design into science park innovation

Traditional science park development typically succeeds by leveraging advanced technologies, complementing regional industrial strengths. However, when a region's assets lie in cultural heritage and creative traditions. Can science parks extend their role beyond tech focus into design innovation? The initiatives emerging from Southern Thailand strongly suggest this is a path worth exploring.

Turning cultural identity into contemporary value

Southern Thailand is full of cultural richness shaped by history and diversity. The region includes Islamic traditions in the southernmost provinces near Malaysia and colourful Peranakan heritage along the Andaman coast. These identities are expressed through fabrics, tilework, crafts, and architecture passed down for generations.For a long time, these cultural elements were mostly seen as something to preserve. The Innovation Design Centre (IDC)[1] by Prince of Songkla University Science Park (PSUSP) saw an opportunity to change the narrative. Instead of treating culture as a relic of the past, they began to treat it as a wellspring for innovation.

The IDC serves as a creative bridge, linking traditional art forms like Islamic geometric patterns and pastel-colored Peranakan aesthetics with modern design thinking and product development. This approach isn’t about simply applying old motifs to new products. It’s about co-creating with local artisans and entrepreneurs to craft items that are culturally resonant, market-relevant, and deeply personal. Collaborations with community enterprises and local businesses have shown how cultural design can evolve into unique market offerings.

“Our goal is not to modernise traditional designs, but to create meaningful conversations between heritage and innovation,” said Yingluck, IDC manager.

Design as a Tool for Brand Building

Beyond product development, PSUSP’s support extends to holistic brand identity creation. Entrepreneurs receive guidance in packaging and logo design that embeds cultural narratives into every visual element. The results are powerful, meaningful designs that resonate emotionally with consumers, reflect local values, and capture national attention. Notably, this approach earned PSUSP the Thai Star Packaging Award 2024 for Excellence in Packaging Design. But beyond recognition, the commercial impact is tangible. Products that express cultural roots are experiencing greater brand recognition, consumer trust, and market value, especially among buyers who prioritise authenticity and connection in what they purchase.

Take the example of Yasmoon - a brand of ready-to-cook Basmati biryani rice, a local entrepreneur looking to expand their restaurant business. Working with Science Park, they transformed their culinary offering into a premium ready-to-cook product using food technology to extend shelf life. The product—basmati rice infused with local flavours—was not only engineered for convenience but also wrapped in packaging that tells a cultural story. Through the use of Islamic art in the product’s visual design, the brand stands out on the shelf, appeals to Muslim consumers, and elevates its perceived value.

Redefining the Role of Science Parks and A Pathway to Inclusive Innovation

As global consumers increasingly seek products with purpose and meaning, the fusion of cultural identity and innovation emerges as a potent form of soft power, allowing communities to shape perceptions and markets through authenticity, aesthetics, and story. The PSUSP model brings this vision to life by nurturing culture-based entrepreneurs who build businesses grounded in identity and place. For science parks in regions rich with cultural history, this model offers a powerful takeaway: when cultural capital is activated with purpose, it becomes a driver of sustainable growth, inclusive entrepreneurship, and enduring influence on the global stage.

We welcome collaboration with science parks, design centres, and innovation networks interested in exploring culture-based entrepreneurship. Together, we can redefine innovation as something rooted not only in labs but in the identity, stories, and traditions of our communities.

[1] In 2010, IDC was set up under Prince of Songkla University Science Park (PSUSP). The original idea was to make academic research more practical and approachable by using design and storytelling.