Update
“Chompoo – BWILD ISAN,” the founder of “Chicken Bag,” a businessperson immersed in the craft scene in the Isaan lifestyle, as presented by The People.
‘Chompoo – Kanchana Shnatepaporn,’ the founder of BWILD ISAN, introduces “Chicken Bag,” a distinctive representation of Isaan lifestyle She has been captivated by craftsmanship since childhood and started her business with passion, believing in expressing one’s identity to create a brand in the modern era
- Chompoo – Kanchana Shnatepaporn’ the founder of the Chicken Bag brand under BWILD ISAN, began with the idea of communicating the Isaan way of life through fashion
- ‘Chicken Bag’ represents a way of living, thinking, and the social structure of the Isaan people
- The branding strategy adopted by Chompu – Kanchana involves being authentic and not creating a false image
The approach to business has evolved significantly from the past to the present. In the past, businesses focused on creating a positive image for consumers to see, but nowadays, the emphasis is on using authenticity and reality in competition. This shift in mindset reflects the changing times.
A young and determined entrepreneur, Chompoo – Kanchana, grew up in Udon Thani province with a strong passion for Isaan culture. She believes in the inherent value that each individual can create in their own unique way. Chompoo – Kanchana, the founder of BWILD ISAN, and owner of the Chicken Bag brand, gained recognition on the VersaThai stage in Malaysia. She shared with The People the origins of “Chicken Bag” and its unique representation of Isaan culture. According to her, the idea was not extensively planned but emerged organically.
Finance Enthusiast with a Passion for Fashion
Chompoo – Kanchana graduated in finance and business management, and she is someone with a keen interest in fashion and craft since childhood. She shares, “I grew up in Udon Thani province, but my father’s family is in Bangkok, and my mother’s family is in Chachoengsao. So, during school breaks, we would visit relatives in Bangkok and stay with my parents. It was always enjoyable because my mother would take us sightseeing, shopping, visiting markets, and parks like Chatuchak. We saw a lot, and it played a significant role in fostering my love for craftsmanship.”
“Just witnessing craftsmanship is inspiring and brings happiness. We believe it has influenced us as we grew older. The more we see crafts from around the world, the more we fall in love with it. We feel special when we see handmade works. I consider it art. Normally, I’m not interested in brand names. I have very few branded items, but I appreciate the work of designers, styles, and the unique feeling of wearing clothes that are different from others.”
These interests and passions have shaped Chompoo – Kanchana into who she is today. She chose to turn what she loves into a business because it brings her joy every day. She has a continuous passion that propels her forward without obstacles. It’s something she loves. Before becoming Chompoo – BWILD ISAN, she was already involved in another fashion-related business.
Beginnings Before ‘BWILD ISAN’
The brand BWILD ISAN is not the first business that Chompoo decided to venture into. She already had the business ‘Heart’s Dressing Room’ since 2007, located in Khon Kaen province. Initially, it specialized in tailoring wedding dresses and various event outfits. Before establishing ‘Heart’s Dressing Room,’ she had to learn pattern making and garment cutting to better understand this business. After completing her master’s degree and getting married, Chompoo’s husband’s family was already engaged in the men’s clothing business.
“At that time, I was newly married, around 25 – 26 years old. After getting married, I started learning about my husband’s fabric business, which mainly dealt with men’s clothing like suits. I didn’t quite understand it initially because it was men’s clothing. I remember my husband’s father took us to a textile market. I saw women’s clothing and thought, why would men buy clothes to be tailored, it should be women. Eventually, I studied and explored the largest fabric markets and went on to learn.”
“Honestly, the purpose when we went to study was just to understand who our customers are in this industry. We wanted to know what kind of adhesive fabric the tailoring shops used because there are many different types. This was to prevent mistakes. Then we had the idea of wanting to switch from a men’s clothing shop to a women’s clothing shop. Through that learning experience, I understood that women’s clothing itself is not just about fashion but also includes everyday essentials like sewing machine parts, linings, and adhesives. These types of items don’t follow fashion trends.”
These things that Chompoo learned and studied made her reflect on her childhood. In reality, she was a child who enjoyed drawing, liked designing clothes, and had an interest in fashion from a young age. During school activities, Chompoo chose to go to clothing stores to bring fabric and sew her own clothes since primary school. Simply put, she had a designer’s blood, enjoying fashion since childhood.
Genesis of the Chicken Bag Brand
Chompoo recounted, “The idea for BWILD ISAN started during the COVID-19 situation at the end of 2019. We thought of bringing together designers and craftsmen from the Isan region to work on something similar to the ‘Heart Room Clothing’ slowly because we ourselves have other businesses to take care of.”
“At that time, we thought about what we could do. Even though we didn’t have a clear plan, the concern was that there were almost 10 lives, which means 10 families that we had to support. So, we decided to seriously start BWILD ISAN in early 2020, thinking that at least if everyone’s abilities come together to think and work together, using our creative thinking, we might be able to get through this crisis without leaving anyone behind. With that in mind, we started.”
The origin of the brand name BWILD ISAN comes from the term ‘B-WILD,’ which means ‘brave.’ Chompoo was brave enough to think, brave enough to act, and brave enough to break free from the usual framework to create something new. The term ‘ISAN’ at the end is to signify that the brand’s purpose is to create value for the Isan region of our land.
Explaining why they chose to design ‘chicken bags,’ Chompoo told us, “The chicken bag idea emerged when we went to learn about business in the ‘Ploen Lue Dee The Creator’ project. It’s a project where entrepreneurs teach business owners and share knowledge on various aspects with the Sufficiency Economy Philosophy.”
“This project marked a turning point for BWILD ISAN in finding a balance point. Sufficiency Economy Philosophy teaches us to create positive change for people, communities, and the environment, not just focusing on profit. Chompoo learned about her true self and passion, which became the purpose of the brand. Learning about our customers allows us to design products that align with their needs. So, when the brand and its customer base are clear, we find a balance in doing business without exceeding our capabilities.”
“The advantage is that once we find the balance point for ourselves and our business, we will have enough time to develop products and create benefits for society simultaneously. Therefore, based on the knowledge and self-awareness gained from this project, it serves as the beginning of a new intention to create work inspired by the lifestyle of Isan people, telling stories about ordinary things in a special and memorable way.”
While explaining, Chompoo added, “The reason for choosing ‘chicken bags’ is inspired by the lifestyle of Isan people, which is closely tied to raising chickens from ancient times. Actually, native chickens from around the world have been found to originate from the Isan region of Thailand. Therefore, native or fighting chickens that have been carefully selected and trained by Isan people are called ‘Kai Chon.’ Villagers raise these selected chickens as breeding stock to produce skilled fighters, aiming to own and take care of them. Chickens, or ‘Kai Chon,’ are considered to reflect the way of life of Isan people significantly because they embody the spirit of fighters in their blood and perseverance.”
As for the marketing strategy of BWILD ISAN, it is quite interesting because they believe that “the right customers will come to us.” Therefore, it is rare to see this brand set up booths or sell at various events.
“We focus on self-sufficiency, so we intend to sell our products through our website. One reason is the lowest possible cost without having to watch over a physical store. The second reason is that everyone on the team will have time to live their lives and create their own future, having time to pursue their dreams with their families.”
However, the sales figures through the website of BWILD ISAN have been extraordinary, with customers both in the country and abroad, including the United States, Italy, Canada, Taiwan, Sweden, and England.
Business Idol
For Chompoo, she considers ‘Dr. Sirikul Laukaikul’ or P’Nui, the founder of the Por Laew Dee The Creator project, as a business idol. This is because they share similar ideologies — a deep love for Thailand and a commitment to using knowledge and skills to develop others, contributing significantly to the country.
“P’Nui is our conscience and an important source of encouragement. He is someone who teaches us to find balance in business and life. P’Nui is a person who believes that no matter how small, you can always create value. He is the force behind the success of many socially responsible entrepreneurs, not seeking only profit but aiming to create societal change and add value to others’ lives.”
Even though BWILD ISAN produces premium bags, they actively engage in social initiatives. Recently, they launched a project where profits from the ‘chicken bags’ are used to provide actual chicken meals to children in remote schools.
“Our hope is that the existence of BWILD ISAN contributes to creating a future, ensuring well-being, and providing opportunities for the children of Isan. We want them to envision a better future and lead improved lives in our Isan hometown.”
Fashion That (Shouldn’t) Go Mass
There are many instances where the fashion industry competes at the premium level but still wants accessibility. In the perspective of Chompoo and BWILD ISAN, she believes, “Fashion is about creativity. If you have to design with an identity, be free without constraints, yet it should be producible on a mass scale. If not, it will collapse. Ultimately, we won’t be anything; it’ll all be about money. Creating products that are not truly authentic is fashion waste. If you have to hire influencers to carry your bags for sales, paying them hundreds of thousands each time, I don’t agree. I don’t believe it’s sustainable. That’s why BWILD ISAN has never hired influencers. Everything happens through genuine love for our brand, earned media.”
In addition, Chompoo also discusses the evolution of brand creation in today’s era, emphasizing the shift towards showcasing one’s true self. She sees this era as a transformation where, compared to the past, brand building no longer requires approval from agencies. In the past, if they set the tone, we had to be generous, love children, and avoid arrogance. The brand image would then be portrayed according to the set guidelines.
However, in this era, it’s different. If our true self doesn’t genuinely love children, even if they say we should, it will appear fake. It won’t be real. It’s about authentically showcasing our true selves, which might not be perfect, but being genuine and capable of doing it well. It’s not about being flawless; it’s about being ourselves. Customers can feel that we speak the truth, that we are real people. This is the marketing of the new era where everyone has the right to succeed.
Thank you for the article from
https://www.thepeople.co/interview/business/50852
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