Sri Trang Agro-Industry Public Company Limited (“STA” or “the Company”) has partnered with the renowned Morlam : Kumphoonruammitr troupe to launch a collaborative model that integrates Soft Power with the campaign “Think of Rubber, Think Sri Trang” The initiative delivers vibrant entertainment through Morlam concerts and performances, aiming to celebrate and promote Thai performing arts and culture, while strengthening connections with local communities and rubber farmers.
Mr. Veerasith Sinchareonkul, Chief Executive Officer of Sri Trang Agro-Industry Public Company Limited (STA), the world’s largest fully integrated natural rubber enterprise and Thailand’s leading manufacturer of rubber gloves, announced the first-ever collaboration between “Sri Trang” and “Kumphoonruammitr”, one of the country’s most renowned Mor Lam troupes. This partnership aims to create a new phenomenon that delivers joy and entertainment while reaffirming the Company’s longstanding commitment to standing alongside rubber farmers for over 38 years. The initiative will be rolled out across both online platforms and nationwide roadshows, starting from September 1, 2025, and continuing through 2026. A wide range of activities will be featured to create meaningful and memorable experiences, including specially curated contemporary performances, exhibition booths and knowledge-sharing activities on sustainable rubber farming, guidance on rubber trading processes, introductions to the Sri Trang Friends mobile application, as well as on-stage activities that engage rubber farmers and Mor Lam fans directly. A major highlight will be the launch of a special song, “Kid Teung Sri Trang” (Thinking of Sri Trang), which symbolizes the spirit and bond between Sri Trang and the farming community. This marks another important milestone in showcasing Thai Soft Power to a broader audience through music, strengthening the connection between the Company and rubber farmers nationwide.
Sri Trang Group’s support for the Morlam : Kumphoonruammitr represents a commitment to preserving and promoting Thailand’s rich cultural heritage. Mor Lam has been at the heart of Northeastern culture for over a century, deeply rooted in local communities before evolving into a dynamic entertainment industry that now reaches millions across the country. It has since been elevated as a form of Thai Soft Power, showcasing the nation’s unique cultural identity on the global stage. At the same time, natural rubber remains a vital economic crop for Thailand, particularly in the Northeast, where many farmers have turned to rubber cultivation as a key source of household income and a driver of local economic growth. This collaboration therefore serves as a model of synergy, bringing together culture and agriculture to create shared value and sustainable impact.
Mr. Veerasith further added that the collaboration with the Morlam : Kumphoonruammitr also presents an excellent opportunity to strengthen the communication of the campaign “Think of Rubber, Think Sri Trang” to reach rubber farmers more effectively. The Company has developed comprehensive platforms to support rubber farmers, including the Sri Trang Friends mobile application (for rubber trading services), Sri Trang Friends Station (a rubber purchasing program), and Super Driver (a rubber cup lump transportation service). These platforms are designed to facilitate rubber trading for farmers and local traders with fair and transparent pricing, enabled through digital technology.
Mr. Witoon Phankum, Director of Morlam Kumphoonruammitr, stated that the troupe is distinguished by its lively musical style, continuously evolving sound systems, and highly engaging stage performances. He expressed delight in creating a special song dedicated to rubber farmers, while also incorporating performance elements inspired by the ‘green’ of rubber plantations and the ‘purple’ of the Sri Trang flower. A creative highlight includes the use of “tapping lights” as a signature feature for the dancers, adding vibrancy and excitement to the show. Throughout this year and into early next year, the troupe has an extensive concert schedule across the Northeastern region, with more interactive activities for fans than ever before. This collaboration with “Sri Trang” is expected to leave a lasting impression, reaching rubber farmers on a wide scale while bringing both joy and encouragement to the farming community.
