Mae Fah Luang University (MFU), led by Asst. Prof. Dr. Wilawan Champakaew, Director of The RECODE Project, together with project designers, executives from the Designated Areas for Sustainable Tourism Administration (DASTA) Public Organization, coordinators from the UNESCO Creative Cities Network, and executives from Chiang Rai Province, participated in a knowledge-exchange programme among creative city designers and showcased The RECODE Project Exhibition at the Wuhan Design Biennale 2025 in Wuhan, China, from 5–10 November 2025.
Asst. Prof. Dr. Pruet Putjorn, a researcher and designer from the School of Applied Digital Technology’s research group, was invited as a panelist in the 2025 Wuhan Creative Cities Roundtable, speaking on the topic “AI and the Future of Creative Communities” alongside distinguished representatives from several countries:
• Mr. Naoyuki Watanabe (Asahikawa Creative City Promotion Council)
• Mr. Connor Joseph Murphy (Manchester Museum)
• Ms. María Teresa Trejo Guzmán (Instituto Tecnológico de Querétaro)
• Ms. Kelly Tan Herm Leng (DesignSingapore Council)
The session was moderated by Mr. David Grossman, former President of the International Council of Design (ICoD).
Asst. Prof. Dr. Pruet Putjorn shared insights from Chiang Rai, noting that young artists and creators view AI as both an opportunity and a challenge, particularly regarding originality, creative ownership, equitable access to technology, and the risk of “losing local voice,” which forms the foundation of cultural identity. He proposed the concept “Hand–Heart–AI Harmony” as a design framework integrating:
• Hand: Local expertise and indigenous knowledge
• Heart: Cultural values and human understanding
• AI: Intelligent technology that enhances creative work
He emphasised applying the Design Thinking process (Empathize–Define–Ideate–Prototype–Test) to ensure human–AI co-creation that remains innovative, sustainable, and culturally grounded. He added, “Creative Cities should empower artists with AI literacy, foster interdisciplinary collaboration, and create Co-Design Spaces where humans and AI can co-create innovations — keeping the human heart and local wisdom at the center of creativity.”
Additionally, Ms. Promporn Jindawong Nateharn, CEO of Chiang Rai City Development (CRCD) Company Limited and lead coordinator of Chiang Rai Creative City of Design, represented the Chiang Rai team in presenting the initiative The RECODE Project: Collaborative Design for Sustainable Disaster Recovery in Chiang Rai. The RECODE Project is part of the collaboration between Mae Fah Luang University and DASTA to advance Chiang Rai Creative City of Design under the UNESCO Creative Cities Network, promoting the concept “Design for Resilience”—using the power of design to build community resilience and sustainability. The project applies the Design Thinking framework to develop disaster-prone highland areas—specifically Huai Hin Lad Nai Village, Wiang Pa Pao District, Chiang Rai Province —to raise disaster-risk awareness and promote long-term sustainable solutions.
The project was also exhibited at the 2025 Wuhan Design Biennale, showcasing tools for sustainable disaster management, such as a disaster-learning manual based on flash-flood evacuation route maps and Kli Kui Cards (from the Karen language “Kli kui”), an educational card game for learning about flood disasters, divided into four types:
During the knowledge-exchange session, the delegation discussed design principles. Mr. David Grossman emphasised that the concept of design has evolved over 50 years: originally associated with marketing and product design, it should now be understood as shaping the future through materials, imagery, and spaces. He stressed that design is universal—not limited to Western marketing contexts—and inherently diverse, rooted in cultural, social, and environmental values.
Experts from Asahikawa Creative City, Japan, added that design aims to cultivate happiness by harmonizing nature and society, leading to a sustainable future.
The delegation also visited key sites related to urban design, such as:
• Wuhan Construction Site, where an old building was redesigned into a vibrant multi-purpose space such as learning areas, local designers’ product displays, and social interaction spaces
• Jingchu Architecture Exhibition Hall, a museum showcasing the evolution of urban development in Wuhan and Hubei Province from past to present
Participation in this international event marks another significant milestone for Chiang Rai in presenting Thai creative work on the global stage and reinforces MFU’s role as a hub for design knowledge and social innovation.
