Mae Fah Luang University Showcases Creative Intellectual Properties at Thailand Character & Content Expo 2026

Mae Fah Luang University, through the Intellectual Property and Innovation Management Division (MFii), presented a range of creative works, including characters, illustrations, literary works, poems, television scripts, short stories, and card game designs at Thailand Character & Content Expo 2026 (TCEX 2026). This international licensing exhibition showcases Thailand’s creative intellectual properties, character brands, and content industries. The event was organised by the Department of Intellectual Property, Ministry of Commerce from 9–12 July 2026, at Siam Paragon in Bangkok.

The university’s participation reflects its continued efforts to promote intellectual property and creative works on the national and international scale within the creative industry. The exhibition aimed to create opportunities for commercialisation, licensing negotiations, and networking with entrepreneurs, investors, rights buyers, and business partners, while also raising public awareness of the creative potential of Mae Fah Luang University.

At the exhibition, the university showcased more than 20 character and illustration works under the collection “MARN MARN: MFU Art Revives Nature,” presented by Assoc. Prof. Dr. Pollavat Praphattong, Acting Head of the Institute for Mekong Basin Civilization, Art and Culture.

MARN MARN stands for MFU – Art Revives Nature, rooted in the concept of "Art Breathing Life into Nature." It is a creative project that intertwines art, culture, and imagination to design living characters, or "Creatures," that reflect the profound relationship between humans, nature, and the environment. MARN MARN embodies the living forces of nature, traditional beliefs, local wisdom, and culture. These Creatures are actively "driving" the mission to care for, protect, and restore the environment through their captivating stories, unique shapes, vibrant colors, and approachable personalities.

In the MARN MARN universe, nature is never silent; it is a breathing, moving entity capable of communicating with humanity. Consequently, each character plays a dedicated role in safeguarding vital elements of nature—such as the earth, water, air, abundance, vitality, and the delicate balance between nature and culture.

In addition, the School of Liberal Arts presented a series of creative works under the theme “SOLA Narrative Studio.” Dr. Phatthira Wiphawaphinyo represents the school in presenting more than six creative works, including literary works, television scripts, short stories, and card game designs. These works reflect the storytelling ability, linguistic and cultural perspectives, and creative potential of the university’s faculty members, researchers, and students.

The university’s booth attracted continuous interest from visitors. Distinguished guests included Mrs. Auramon Supthaweethum, Director-General of the Department of Intellectual Property; Mr. Wirote Chongkolwanichsuk, Deputy Director-General of the Department of Intellectual Property; Assoc. Prof. Dr. Aphilak Kasempholkoon, a folklore and anthropology expert; Ms. Wenika Wichaiwatthana, news anchor for Thai PBS’s Thai Entertainment programme; and Mr. Napat Promphruk, President of the Thai Character Design, Art Toy, Pop Culture Licensing and Merchandising Trade Association (TCAP).

Additionally, Mae Fah Luang University was approached by Orange Media Group Pte. Ltd. (Singapore) for preliminary discussions on the potential for commercial use of the university's character designs for the aviation industry, particularly the creative works of Assoc. Prof. Dr. Pollavat Prapattong. 

Furthermore, MFU held discussions with representatives from ARNbook, a Thai platform and publisher specializing in book and e-book distribution. The discussions focused on exchanging insights on character design approaches, illustration development, and potential future collaboration, particularly within the digital content industry, which plays a key role in expanding the reach of literary works, storytelling, and character design to broader audiences.

These discussions demonstrate the potential of the university’s creative intellectual property across character design, illustration, storytelling, and digital content. These works are not merely academic and artistic endeavours, but also represent valuable intellectual assets capable of generating economic value, creating business opportunities, and fostering tangible collaborations with both domestic and international private sectors.

MFU will continue to support the protection, management, and utilisation of the university’s intellectual property to further develop these creative works into practical applications across commercial, cultural, and creative industry contexts.