The Story of “PSARN”
"PSARN" A community initiative by Principal Healthcare Hospitals
02 PSARN Towels – Weaving Hearts to Preserve Local Wisdom and Add Color with Nature for Nature
Towels are an everyday essential—face towels, hair towels, or bath towels—items found in every household. But have you ever considered what kind of towel your home chooses?
Japan is renowned for its elegant design and premium-quality products. But believe it or not, Thai-made products can match that same level of excellence—and even become bestsellers in the Japanese market. One such example is the “PSARN Towels” from Don Khaen Village, Kaset Wisai District, Roi Et Province. These cotton towels, produced by a local weaving group, are beautifully crafted, meet international standards, and proudly represent Thailand on the global stage.
Colors born from the beauty of nature
Organic cotton, spun by hand using traditional techniques passed down through generations, is woven into soft, breathable, high-quality fabric. What elevates these towels to a premium level, making them export-worthy, is the dyeing process—using only natural dyes.
Tree bark becomes the key raw material that, through the villagers’ unique techniques, yields beautiful, long-lasting, colorfast shades.
Tree bark becomes the key raw material that, through the villagers’ unique techniques, yields beautiful, long-lasting, colorfast shades. From simple rural workshops to global standards, the Don Khaen community, though small in number, practices exceptional environmental stewardship—releasing no harmful waste and using only nature-derived materials to ensure the end product is both high-quality and eco-conscious. The community has achieved Green Industry certification as a result.
Reviving Environmental Spirit with the People of Bung Loet, Moei Wadi District, Roi Et
The Phu Thai people of Bung Loet—the only Phu Thai community in Roi Et—are committed to preserving ancestral knowledge through handwoven cotton production. Their process covers everything: growing cotton, spinning, weaving, and crafting the final product. The goal has always been to create goods that are kind to both people and planet.
But over time, “Who” are the ones still seeking value in this tradition?
Ten years ago, Bung Loet was among the first communities in Roi Et to be recognized for its local handwoven fabrics, earning OTOP distinction for its unique weaving style and use of natural dyes. But as mass-produced goods became more dominant—offering lower prices and faster processes—handicrafts lost their appeal in the eyes of consumers. To survive, the community had to shift toward using chemical dyes, cutting costs to compete in the industrial market while still providing livelihoods for locals.
... Dee Mee Suk: Good for People, Good for the Earth, Good for the Soul
“The best products are not just made with premium ingredients—but with the spirit of care and intention.”
Despite time passing, the spirit never fades. The commitment to organic production remains strong.
“Dee Mee Suk,” a social development organization, helped bring Bung Loet back to its roots—reviving their craft with organic materials so that Thai people can rediscover the value of local wisdom, enjoy good-quality products at fair prices, and help villagers live sustainably.
Now, the community has returned to using natural dyes. They create products they love, without harming nature. Consumers receive handcrafted items full of meaning and quality.
Natural Value vs. Industrial Costs
Using natural dyes involves complex and time-consuming methods, making it costlier than chemical alternatives. But the villagers remain undeterred, determined to pass on real value to consumers.
The Bung Loet Community Enterprise uses a “manual shuttle loom” technique, allowing for consistent, high-quality production. Every step is crafted with care and meets their internal quality standards.
Today, more than 30 families—impacted by the COVID-19 pandemic—are finally finding hope again after two years without weaving work or income.
Dee Mee Suk Co., Ltd. (Not-for-Profit), a social enterprise recognized under the SET Social Impact platform of the Stock Exchange of Thailand, has joined hands with Principal Healthcare and Principal Capital Public Company Limited to bring back smiles, careers, and income to communities. Together, they aim to preserve local wisdom, pass on community values, and cultivate a culture of sharing and mutual support for long-term sustainability.
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