ETDA‘s flagship program concludes its fifth year, crowning a team from Chonburi for their innovative business plan. The victory underscores the success of the Local Digital Coach initiative in empowering grassroots economies, with a strategic plan to transition winning projects into sustainable Social Enterprises.
NONTHABURI, Thailand – The Electronic Transactions Development Agency (ETDA), under the Ministry of Digital Economy and Society (DES), today announced the winners of the highly anticipated “Craft Idea Year 5” competition. Concluding a rigorous seven-month journey, Team BangSare Digital from Chonburi province was awarded the grand prize for its exceptional business plan aimed at transforming community-based tourism. The announcement marked the grand finale of the ETDA Local Digital Coach (ELDC) program’s capstone event, held at the IMPACT Forum, Muang Thong Thani.
The event celebrated the culmination of a nationwide search for innovative, digitally-driven business models developed by local communities and their dedicated digital coaches. Following closely behind the champion were Team Sao Noi Na Nuan Ma Kub Rua Duan Sai Baan Phan, securing first runner-up, and Team NEXT STEP CACAO as the second runner-up. The success of the competition highlights a pivotal moment as ETDA prepares to hand over these vetted business models to the Office for the Promotion of Social Enterprise (OSMEP), ensuring their long-term growth and impact.
Five Years of Building a Digital Foundation for Thailand’s Grassroots Economy
The ETDA Local Digital Coach (ELDC) program stands as a cornerstone of ETDA’s mission to cultivate a robust Digital Workforce in Thailand. Launched in 2020, the initiative has made remarkable strides over the past five years. It has successfully trained and certified over 5,770 “Community Digital Coaches,” who have, in turn, empowered 854 community enterprises and local communities across the nation.
This flagship program targets university students, recent graduates, and individuals eager to upskill, equipping them to serve as digital mentors. These coaches are deployed into communities for hands-on collaboration, guiding local entrepreneurs from initial data analysis to the development of market-ready products and services. The core objective is to create tangible Business Models that generate sustainable income and expand customer bases through digital channels.
Mr. Meedham Na Ranong, Deputy Director of ETDA, elaborated on the agency’s strategic vision. “As a key regulator for digital service businesses, ETDA is committed to fostering an environment that embraces AI and Digital Transformation. A critical part of this mission is developing the capabilities of our people—from the new generation to students and community members in every region—to become a high-quality Digital Workforce, ready to drive the nation forward.”
A Deep Dive into the Craft Idea Year 5 Competition
This year’s competition was held under the inspiring theme, “Unleash Creativity, Lead the Change,” emphasizing the power of creative content in driving sales and building brands. Spanning from February to August 2025, the program attracted an impressive cohort of 384 digital coaches who partnered with 97 communities nationwide.
Participants underwent an intensive training regimen led by industry experts. The curriculum covered a wide spectrum of essential skills, including advanced digital marketing techniques, brand-centric content creation, and strategic business planning designed to meet specific community needs and generate long-term positive impact. Following the training, teams engaged in practical fieldwork to develop their unique business plans. They then competed in regional Audition rounds, from which twelve elite teams—three from each of the four main regions of Thailand—were selected to advance to the final championship.
The Winners’ Circle: Showcasing Innovation and Impact
The Final Pitching round saw the 12 finalist teams present their meticulously crafted business plans to a panel of distinguished judges. After a day of intense deliberation, the winners were announced:
- Grand Prize Winner: Team BangSare Digital In partnership with the Bang Sare Tourism and Sports Boat Community Enterprise in Chonburi, this team presented a comprehensive and highly scalable business plan to revitalize and promote local tourism. Their innovative approach demonstrated immense growth potential. The team was awarded a Royal Trophy, graciously bestowed by Her Royal Highness Princess Soamsawali, the Princess Suddhanarinatha, along with a cash prize of 100,000 THB. The partner community also received a 100,000 THB grant to help implement the plan.
- First Runner-Up: Team Sao Noi Na Nuan Ma Kub Rua Duan Sai Baan Phan This team collaborated with the Sirichote-Sawatkit Community Enterprise in Nonthaburi to develop a business model for a line of herbal shampoo and conditioner featuring Andrographis paniculata. Their plan effectively merged traditional local knowledge with modern digital marketing strategies. The team and the community were each awarded a cash prize of 50,000 THB, along with a commemorative plaque and certificates.
- Second Runner-Up: Team NEXT STEP CACAO Working with cocoa growers in the Saraphi district of Chiang Mai, this team focused on developing “AUDIVA,” a brand of community-grown cocoa products. Their plan capitalized on the potential of cocoa as a new and valuable economic crop for the region. The team and community each received a cash prize of 30,000 THB, a plaque, and certificates.
From Competition to National Impact: A Sustainable Path Forward
The success of the ELDC program and its Craft Idea competition aligns directly with Thailand’s national digital policy. The Ministry of Digital Economy and Society has set an ambitious goal to develop a Digital Workforce of 300,000 individuals by the end of 2025, forming the bedrock of the country’s expanding digital economy. Initiatives like ELDC are instrumental in achieving this target and in enhancing Thailand’s global competitiveness, as reflected in its current position at 30th in the IMD World Digital Competitiveness Ranking 2025.
Crucially, the journey for these innovative business models does not end at the competition. In a strategic move to ensure lasting impact, ETDA will “pass the baton” by transferring the business plans of all 12 finalist teams to the Office for the Promotion of Social Enterprise (OSMEP), a key project partner. OSMEP will provide further incubation and support to develop these concepts into fully-fledged, sustainable Social Enterprises.
Looking ahead, ETDA plans to expand the ELDC program’s reach, aiming to include 1,000 communities by 2027. The agency is also strengthening its ecosystem of collaboration by forging deeper partnerships with public and private sector organizations, including the Princess Pa Foundation of the Thai Red Cross Society, PTT Public Company Limited, and the Designated Areas for Sustainable Tourism Administration (DASTA). These collaborations are vital to building a robust and resilient ecosystem that will empower Thai communities to thrive in the digital era.
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