Mae Fah Luang Foundation under Royal Patronage Holds 8th Colors of Doi Tung Festival Using AR Nature Therapy to Relieve Post-Covid Stress

To bring happiness and goodwill at the end of the year, Mae Fah Luang Foundation under Royal Patronage, together with Thai Beverage Public Company Limited (ThaiBev), invite the public to visit the 8th Colors of Doi Tung Festival. Held under the theme “Forward to Nature”, the festival brings visitors into the embrace of the mountains to experience the cold air and hill tribe cultures once again after an extended break due to the Covid-19 pandemic. As a highlight this year, visitors will be able to take back with them good memories of their trip through Augmented Reality (AR) technology.

The festival will be held every weekend and public holiday from 3 December 2021 – 30 January 2022, from 8am-6pm at Doi Tung Development Project, Chiang Rai Province. It was officially opened in the presence of numerous guests of honor including deputy provincial governor Narong Rojanasothorn, Director-General of the Department of International Trade Promotion Chantira Yimrewat Wiwatrat. Busakorn Trisawat of SCB, Pawinee Chaiyasit of ThaiBev, Montha Kitima of Chiang Rai’s Sports and Tourism Office, and Wisut Buachum of the TAT office in Chiang Rai.

Narong Apichai, Director of the Development Operations, Mae Fah Luang Foundation, remarked that the Covid-19 pandemic of the past two years has affected not only the Thai people but also the global community. It has led to reduced social interaction and travel in an attempt to curb risks from the spread of the virus. It was only when the situation improved that Thailand began to receive overseas visitors again. Similarly, Doi Tung Development Project in Chiang Rai has also been able to welcome visitors to the 8th Colors of Doi Tung Festival to promote community entrepreneurship and cultural tourism.

“We believe that the lush natural environment of the area, the unique hill tribe cultures, and the hospitality of the Doi Tung community will help to heal the spirits of the Thai and foreign visitors who have suffered as a result of Covid-19 over the past two years, helping them find happiness in the midst of the fresh mountain climate. Local entrepreneurs will also be able to upgrade their skills and feel a sense of pride in providing a warm welcome to visitors with their products and services, bringing smiles to everyone’s faces. Doi Tung Development Project not only hopes to create a memorable experience for all visitors to the fair, it also places great emphasis on the safety of all visitors by ensuring everyone that all safety measures according to guidelines of the Ministry of Public Health have been implemented to minimize the risk of spreading or contracting the virus.”

This year, not only does the festival offer all the usual experiences from the beautiful scenery, culinary selections, handicrafts and cultural performances, it has also introduced a new feature that will appeal to the younger generation in the form of photo backdrops using Augmented Reality (AR). Visitors can take pictures of themselves with Toh, the cartoon animal, via an AR application set in various mountains landscapes and the festival area. These include Orange Toh for Good Fortune, Pink Toh for True Love, Gold Toh for Prosperity, Blue Toh for Happiness and Good Luck, according to hill tribe beliefs. This will help visitors to relive their happy experiences at the festival after they go home, and recharge their energy endlessly in their New Normal lifestyle of social distancing. This festival has been kindly supported by ThaiBev, Siam Commercial Bank, SCG Foundation, and Bangkok Dusit Medical Services.

Enjoy the 8th Colors of Doi Tung Festival every weekend and public holiday, from 8am-6pm, from December 2021 to January 2022 at Doi Tung Development Project, Chiang Rai Province.

Keep updated with news and activities on the 8th Colors of Doi Tung Festival at; Tel: 02-252-7114 or 053-767-105—7.