Constructing Symbolic Value in Marketing Silver Crafts of Iu Mien Entrepreneurs in Thailand

Abstract

Despite limited power and capital, ethnic entrepreneurs can develop effective marketing strategies. This article examines the marketing approach of two silver craft entrepreneurs from the Iu Mien ethnic group in Thailand's Nan Province. By engaging in cultural activities, such as gifting silver craft products to members of the Thai monarchy, offering a free dual vocational education program at their factory, and positioning their factory as a heritage tourism site, the entrepreneurs of Doi Silver Factory have made their economic objectives less apparent. Moreover, these activities create symbolic value for their enterprise, framing it as an act of “preserving heritage for the nation.” Anyone involved is also positioned as part of this preservation effort. Moving beyond a strictly Marxist interpretation that views this marketing approach as an advanced form of wealth accumulation, we argue that this practice is also a subtle form of ethnopolitics, where the entrepreneurs assert their place as contributors to the safeguarding of cultural heritage in Thailand, in contrast to being stereotyped as threats to national security. Therefore this marketing approach is both economically and socially oriented. This research contributes to the study of marketing strategies in ethnic entrepreneurship. The study is based on fieldwork conducted from 2020 to 2024.