Creative Economy Agency

Why Does Thailand Need to “Neramyth” Its Cities?

In today’s world, cities compete on an international stage. A “city brand” is no longer just an image — it is a strategic mechanism that enables cities to stand out, attract investment and tourism, and inspire younger generations to live in or return to develop their hometowns. However, authentic city branding does not come from logos, slogans, or mascots alone. It must grow from the “roots” of the city — its identity, people, culture, history, and real potential embedded in the place.

This is the core concept behind the project “Neramyth City”: Branding Cities into Creative Assets, implemented in 2026 by the Creative Economy Agency (Public Organization) or CEA, Thailand’s leading agency driving the creative economy. The project is founded on the belief that creativity is a key engine for strengthening the long-term competitiveness of cities, the economy, and the nation.

The initiative is carried out in collaboration with the Tourism Authority of Thailand (TAT) and in partnership with nine pilot cities: Phetchaburi, Sakon Nakhon, Nakhon Si Thammarat, Pattani, Ratchaburi, Lamphun, Sisaket, Sing Buri, and Ubon Ratchathani. Together, CEA drives the “Creative City Branding strategy,” aiming to unlock each “city’s unique identity” and transform it into a powerful economic asset. By doing so, CEA seeks to attract investment, new generations of talent, and visitors, while positioning Thai cities to become more “livable, investable, and visitable” in a sustainable way.

Within this initiative, CEA serves as both a “mentor” and a “partner,” providing clear processes, tools, and working mechanisms, transferring knowledge from domestic and international case studies, and connecting cities to essential networks and resources. This ensures that city branding can be implemented in practice and sustained beyond the project period.

Because strong city brands grow from local ownership and participation.

What Is “Neramyth City”?

“Neramyth” means creating something new from what already exists.
The project enhances city value through storytelling and creative city branding that:

• Begins from within the city while connecting to outside perspectives.
• Reflects authentic identity rather than superficial imagery.
• Becomes real through action and collaboration across sectors.
• Serves both residents and visitors, making cities more livable, investable, and visitable.

The Four Pillars of the Project

1. Inside-Out Ownership
City branding must begin with local people. Communities collectively discover their identity, define direction, and establish shared goals. When all stakeholders see the same vision, initiatives become connected and move forward together.
2. Collaboration as the Engine
City branding is not a short-term campaign but a long-term process requiring cooperation across the public sector, private sector, communities, and citizens. CEA helps design mechanisms and support systems so cities can continue moving forward even after the project concludes.
3. Authenticity over Appearance
Every city has unique characteristics. The project does not aim to create something artificial, but to uncover, elevate, and communicate what already exists so people recognize, understand, and remember its value.
4. Action with Real Impact
The project emphasizes real implementation through tools, frameworks, and activities that can be applied locally — starting with improving the quality of life of local communities and expanding toward long-term investment and tourism potential. 

Lessons from Cities Around the World: What Happens When City Branding Works

Parma, Italy — A City That Speaks Through Taste
Parma built its city brand on its strengths in gastronomy, culture, and lifestyle, eventually earning recognition within the UNESCO Creative Cities Network in the field of Gastronomy. Its success comes from linking the entire food ecosystem — from farmers and producers to chefs, communities, and city policies. As a result, the city brand functions not only as an economic driver but also as a strong source of local pride.

Helsinki, Finland — A City Designed Around Quality of Life
Helsinki built its brand around the idea “It’s a Good Life.” The city uses design as a strategic tool across urban planning, public services, and governance, while enabling citizens to participate through service design approaches. This has turned the city brand into something tangible in everyday life, helping attract talent, creative professionals, and global investment.

Kumamoto, Japan — A City Revived Through Character
Kumamoto used its beloved mascot “Kumamon” as a bridge connecting people to the city. By allowing broad licensing use, the character became a powerful communication tool, a tourism magnet, and an important economic engine. It also helped rebuild emotional connections within the community after the 2016 earthquake.

How “the Project” Empowers Cities in Thailand

• Creates a clear, shared city identity
  Cities will no longer need to guess what they should become. Instead, stakeholders work together to discover their identity and collectively define a clear future direction.
• Reduces duplicated initiatives and aligns development plans in one direction
  With a shared vision in place, projects will no longer operate in isolation, but instead reinforce one another and move forward in the same direction.
• Encourages real implementation with visible, measurable outcomes
  The project goes beyond planning by supporting tangible activities and initiatives that local communities can see, experience, and benefit from.
• Strengthens local pride while building trust among visitors
  When people understand and feel ownership of their city, they naturally become its most powerful ambassadors, sharing its story with the outside world.
• Lays a strong foundation for a sustainable creative economy
  By supporting long-term development, the project helps cities become livable, investable, and attractive destinations — not just temporarily, but for the future.

When Thai Cities Are “Neramythed,” This Becomes Possible

• Residents feel proud of their city and actively participate in shaping its future.
• Visitors come not only to take photos, but to understand, experience, and remember the place.
• Investors see potential, clear direction, and long-term value.
• Young people choose to stay or return because the city offers opportunities and a good quality of life.
• Development moves forward without erasing identity — strengthening what exists while creating what comes next.

Spotlight on the “Neramyth” Cities

The project opened applications in December 2025 for cities to join a structured Creative City & Place Branding development process, focusing on authentic identity, real potential, and practical implementation.

Nine cities have been selected: Phetchaburi, Sakon Nakhon, Nakhon Si Thammarat, Pattani, Ratchaburi, Lamphun, Sisaket, Sing Buri, and Ubon Ratchathani. These cities will participate in a systematic branding process aimed at driving growth across multiple dimensions and moving toward becoming cities that are livable, investable, and visitable.

Selected cities will receive support in:

• Developing city value enhancement strategies.
• Creating city brand identities.
• Implementing branding activities
• Organizing seminars and showcasing achievements. 

CEA stands ready to be both mentor and partner, helping each city shape its own sustainable future. True city brands are not created by any single organization — they are “Neramythed” by the people, powered by their pride, their sense of belonging, and their belief in the value of their city.

Every city has its story.
Every city has its potential.
Every city can be “Neramythed.”

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Creative Economy Agency (Public Organization)
1160 Grand Postal Building, Charoenkrung Road,
Bang Rak, Bangkok 10500
Tel: 02-105-7400 ext. 146, 122, 202, 239
Email: creativecity@cea.or.th
Website: www.cea.or.th
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