Abstract
This study explores the cultural significance of the Phaya Luang, a mythical creature worshipped by the Tai Lue people in Thailand, aiming to harness these beliefs to innovate and market new cultural products for heritage tourism. Employing qualitative methods, including document analysis, in-depth interviews, focus groups, and workshops, this research investigates the ancestral transmission of Phaya Luang beliefs through oral literature. It reveals the potential for these beliefs to inspire the creation of culturally relevant products, specifically satchel bags and yarn lanterns adorned with Phaya Luang motifs. These products cater to the community’s needs, attract tourists and appeal to younger generations through contemporary design. The integration of traditional beliefs preserves cultural heritage and imbues the items with new meanings, particularly the promise of prosperity associated with Phaya Luang. This strategic use of traditional motifs in product development offers insights into effective heritage marketing, significantly enhancing both the cultural and economic value of community products and presenting a successful model for the revitalisation of traditional beliefs in contemporary tourism and product design.