In an era of polycrisis, from climate disruption and geopolitical instability to mounting mental and emotional strain, the very notion of "economic security" is being redefined.
For many, especially younger generations, prosperity is no longer measured by GDP or income alone. Instead, the focus is shifting toward quality of life in all its dimensions. This reflects a global trend, with WGSN reporting that 84% of people between the ages of 16-24 are actively seeking spaces for genuine mental and emotional renewal. As a result, "happiness" and "Gross Well-Being (GWB)" are emerging as powerful new metrics for economic progress.
Thailand’s southern region is piloting the “De-Stress Economy” model for the first time in Southeast Asia, leveraging the creative potential of its 14 provinces.
The model will be piloted for the first time in Southeast Asia at Pakk Taii Design Week 2025 (PTDW2025), southern Thailand's annual creative festival, now in its third year. Organised by the Creative Economy Agency (Public Organisation) *CEA) in collaboration with public and private partners, creative communities and local stakeholders, the festival will take place from Aug 28 to Sept 7, across Songkhla Old Town and Hat Yai under the theme "South Paradise".
Across its 14 provinces, the region combines breathtaking landscapes, rich cultural heritage, distinctive local identities, diverse ways of life, and strong infrastructure to form the foundation of a new prototype: the "De-Stress Economy". The model places happiness at its core, harnessing creative city design and high-quality tourism, along with products and services that restore the body and mind. Its success will not be measured by economic value, but by feelings of safety, comfort, hope and joy.
Far more than a creative showcase, PTDW2025 serves as a policy sandbox — a real-world testing ground for an economic model that puts well-being at the centr. The goal is to establish a health and wellness economy that investors, entrepreneurs and creatives across the region should not overlook.
To drive the new model, CEA has launched two flagship initiatives: the "South Market", a prototype platform for wellness-driven products and services, and the "Hero Product Incubator", designed to cultivate creative entrepreneurs from the 14 provinces and scale innovations aligned with the De-Stress Economy. A highlight of the festival will be the exhibition "South De-Stress", which spotlights the region's rich culture, local wisdom, architecture and landscapes.
For this new model, the 14 southern provinces have been grouped into four clusters — Calm, Relax, Energise and Worry-Free — based on their suitability for living, investment and tourism. These clusters are aligned with an "Emotional Value Proposition", designed to meet the holistic quality-of-life needs of the new generation of consumers. The opportunities span across areas like quality tourism, creative lifestyles, the wellness industry and sustainable businesses.
The potential of each cluster will be showcased through creative activities at PTDW2025, allowing participants to feel and explore how the happiness-driven economy can be realised in practice.
• Moment of Calm: Nakhon Si Thammarat, Narathiwat and Phang Nga. This cluster emphasises wellness and spiritual retreat businesses that link faith, craftsmanship and positive energy. Nakhon Si Thammarat as a '"city of faith"; Narathiwat as a "multicultural border city"; and Phang Nga as a "new hub in the Andaman Wellness Economic Corridor".
• The Art Of Relaxing: Yala, Trang, Phatthalung and Phuket. This cluster connects lifestyle, gastronomy, and fashion to cultural roots and new narratives. Yala as the "hub for Muslim fashion"; Trang as a "city of multicultural food"; Phatthalung as a "strong in local agriculture under the BCG Model"; and Phuket as "evolving beyond tourism into a wellness Mice and global rehabilitation space".
• Place Of Energise: Krabi, Songkhla and Surat Thani. This cluster focuses on creative experiences and adventure tourism that inspire and engage multiple generations. Krabi as a "land of ancient nature and history"; Songkhla as a "cultural and creative connector city"; and Surat Thani as a "festival and entertainment destination".
• Stage Of Worry-Free: Chumphon, Ranong, Satun and Pattani. This cluster highlights minimalist inspirations, ecological tourism and sustainability innovation. Chumphon as a "coastal province rooted in blue economy and marine conservation tourism"; Ranong as a "city of slow living, forest bathing, and wellness retreats"; Satun as a "global geopark with a strong local fishing culture"; and Pattani as a "centre for climate tech and the circular economy".
PTDW2025 is a creative festival and a platform for opportunity for investors, entrepreneurs and creatives to launch pilot projects, discover local talent and forge policy and business collaborations that deliver sustainable economic and social impact. The event will feature a diverse range of programs, including exhibitions, performance art, talks, workshops, creative markets, etc.
Visit pakktaiidesignweek.com.
