PSU’s Hat Yai Campus, in collaboration with the government, private sector, educational institutions, and communities in the Hat Yai area, organized the event "Eat Pray Love @ Hat Yai", with Mr. Phiphat Ratchakitprakarn, Minister of Tourism and Sports as the chairman of the opening ceremony. Police Lieutenant General Sakorn Thongmunee, Hat Yai Municipality Mayor, and Asst. Prof. Dr. Pongthep Sutheravut, PSU Vice President for Planning and Public Policy, gave reporting speeches at the event on 24 June 2022.
“Eat Pray Love @ Hatyai” was held from 24 to 26 June 2022 to showcase Hat Yai’s cultural identity and stimulate the local economy. The event featured a light show “The auspicious way of life of Hat Yai people”, street art and cultural performances, auspicious food and product stalls from young entrepreneurs, workshops with local communities, such as making auspicious snacks, and organizing an exhibition on the cultural development of Hat Yai, in order to foster multi-sectoral collaboration in the city, and boost the local economy. The event offered an opportunity to people from all walks of life to "discover new experiences and fall in love with Hat Yai again”, and most importantly, to realize the value and the importance of cultural heritage, which will lead to increased conservational efforts for the next generation.
Dr. Pongthep explained that PSU as an educational institution forms an intellectual community, and emphasized its interdependence with the Southern community. Hat Yai has a unique cultural richness and population diversity. Research was carried out to examine how "Hat Yai city forms the basis of cultural capital based on community identity", with the budget and support of the Program Management Unit on Area-based Development (PMU A), Ministry of Higher Education, Science, Research and Innovation (MHESI). The study was conducted by researchers Asst Prof. Dr. Jumphon Chuenjitsiri, Vice President for Legal Affairs and Academic Services; Dr. Siriwit Issaro, Duangtida Phatthano, Nuttakan Rattanaphan, Asst. Prof. Dr. Kayanee Chor Boonpunth, Ruchdee Binmad, Dr.Wittawat Hemthanont, Laphassawat Supaponkulanan, Mr. Krid Wanachai, and a team of researchers from PSU’s Hat Yai Campus. The researchers surveyed and visited prominent cultural areas in the city: Kim Yong Market, Santisuk Community, Phra Sanaeha Montri Community, Saeng Sri Community, and Tongxia Xiang Tung Community. The research found that Hat Yai has a cultural capital that can be used as an attractive selling point, thereby creating added economic value. Four important types of cultural capital have been identified under the concept of “Hat Yai, Auspitious City”: food, faith, festivals, and lifestyle.
