Khao Lam Kumphawapi: Roasted Bamboo Sticky Rice Production and Marketing by Small Entrepreneurs, Udon Thani Province

Abstract

Khao Lam Kumphawapi is a significant income-generating occupation for local entrepreneurs in Phasuk Subdistrict, Kumphawapi District, Udon Thani Province. This study aims to examine the community context, production process, and marketing patterns of Khao Lam, a local product that plays an important role in both economic and cultural dimensions. A qualitative research approach was employed, with data collected through in-depth interviews, field observations, and a review of relevant documents. Key informants included government officers, entrepreneurs, and consumers. The findings reveal that the production process of Khao Lam continues to follow traditional local wisdom. Raw materials and equipment are prepared in the evening, while the filling of ingredients into bamboo tubes is carried out in the early morning, followed by roasting for approximately 2–3 hours. This process reflects the skills and expertise passed down through generations. In terms of marketing, more than 30 shops are located along Mittraphap Road, serving as the primary distribution channel for travelers and tourists. This results in a high demand for Khao Lam, particularly during festivals and special occasions, generating an estimated annual market value of 19.8 million baht. Therefore, product development should focus on enhancing food safety standards, improving packaging and labeling, strengthening product identity and cultural storytelling, promoting modern marketing channels, and enhancing producers’ capabilities to increase competitiveness and ensure sustainable community development.