Chanthaburi is globally recognized as a premier hub for gemstone trading and production; however, a significant “gap” remains: the lack of Geographical Indication (GI) certification. This absence directly impacts international confidence regarding the gems’ provenance and limits the ability of local businesses to command premium prices in the global market. This seminar is therefore organized to disseminate knowledge on unlocking GI potential, often referred to as a “Golden Ticket” for the industry. GI serves as a vital marketing tool to establish quality standards, ensure official certification, and provide anti-fraud protection against counterfeiting. By integrating strategic storytelling and professional English communication, the project aims to elevate Chanthaburi gems into a distinguished “Regional Brand”. This initiative not only enhances the global competitiveness of students and entrepreneurs but also drives Chanthaburi toward becoming a sustainable “City of Gems” in alignment with Burapha University’s strategic goals
The objectives of this seminar are to cultivate a comprehensive understanding of Geographical Indication (GI) as a “Golden Ticket” for global marketing, while establishing rigorous quality control standards regarding origin, heating, and craftsmanship. By developing professional English communication and strategic storytelling skills, the program aims to elevate Chanthaburi’s local wisdom into a distinguished “Regional Brand” that fosters immediate trust and confidence among international buyers, facilitating easier transactions in the digital era. Furthermore, this initiative is designed to protect local entrepreneurs through anti-fraud mechanisms, unlock opportunities for premium pricing, and enhance the global competitiveness of the industry to drive Chanthaburi toward its ultimate goal of becoming a sustainable and high-value “City of Gems”
This activity featured a special lecture titled “The Golden Ticket of Chanthaburi Gems 2025,” presented by Lecturer Sayomphoo Hanpakdeesakul from the Gems & Jewelry Business Department, Faculty of Gems, Burapha University (Chanthaburi Campus). Held on December 8, 2025, at the Chanthaburi Gems & Jewelry Center during the International Chanthaburi Gems and Jewelry Festival 2025, the session focused on addressing industry “gaps” by utilizing the 4Ps Advantage to transform Geographical Indication (GI) into a strategic business edge. The lecture detailed how GI serves as a quality guarantee (Product), an opportunity for premium pricing (Price), a means to build trust in global E-commerce (Place), and a core for powerful storytelling (Promotion). Furthermore, the lecture showcased international success stories, including Rupa Tarakasi and Bohemian Garnet, to illustrate how GI functions as a vital anti-fraud mechanism and a tool for creating a certified “Regional Brand”. By establishing international standards for quality and provenance, this initiative aims to foster collaboration across all sectors to drive Chanthaburi toward becoming a sustainable and high-value “City of Gems” on the global stage.
This seminar serves as a catalyst for Chanthaburi’s jewelry industry by directly advancing SDG 8 (Decent Work and Economic Growth) and SDG 9 (Industry, Innovation, and Infrastructure). By establishing Geographical Indication (GI) as a formal quality guarantee, the initiative empowers local artisans to command premium pricing and protects their craftsmanship from global counterfeiting. This transition into a certified “Regional Brand” not only secures the economic interests of entrepreneurs—with over 78% of stakeholders anticipating significant market value increases—but also modernizes the industry through strategic storytelling and digital integration, ensuring local gemstone heating and cutting techniques remain competitive on global E-commerce platforms. Furthermore, the seminar reinforces SDG 4 (Quality Education) and SDG 17 (Partnerships for the Goals) by fostering a collaborative knowledge-sharing ecosystem. By aligning the interests of the government, private sector, and local communities, the project builds a sustainable infrastructure for professional growth. This multi-stakeholder partnership is the essential engine for elevating Chanthaburi into a high-value “City of Gems,” ensuring that traditional wisdom is preserved while being upgraded to meet rigorous international standards for a sustainable future.
Activity Date: December 8, 2025
Project Leader: Lecturer Sayomphoo Hanpakdeesakul
