THAI DESSERT PACKAGING: LOCAL WISDOM IN THAILAND 4.0 ERA

Abstract

Thai dessert packaging is considered Thai local wisdom that was passed down from generation to generation. It also reflects Thai eating cultures in the past. Considering Thai culture and Thai society from past to present, Thai dessert packaging can reflect the development of Thai prosperity in term of economy, society, politic, and cultures. This is because these developments have an influence on the techniques and styles of Thai dessert packaging. The packaging of Thai dessert has to be modified in accordance with the social contexts in each time period. In the past, Thai desserts were generally related or associated with homes, temples, and palaces and the packaging were made normal natural materials. The cooking processes and packaging steps were very delicate. However, as a result of technology and fast communication, nowadays Thai dessert packaging has been changed in term of its shapes, materials, images, and transportation to suit with the lifestyles and contexts of the urban society. Also, the packaging must reflect product identity or brand identity of the manufacturers so that the products can communicate with their target groups. The packaging, moreover, can provide more communication channels with customers as well as increase the opportunity for Thai dessert to be the dessert of the world.  According to the government policy, Thailand would like to boost up tourism and make the country a 4.0 society. The factors that have influences  on Thai dessert packaging are tangible factors 1) the material 2) the packing and 3) the tangible form. The intangible factors are 1) the meaning 2) the opportunity and 3) value.