Muay Thai and Rajadamnern: Local Legend, Global Icon
商品編號：W47415
出版日期：2026/12/02
再版日期：
商品來源：
商品主題：General Management/Strategy; Marketing
商品類型：Case (Field)
涵蓋議題：global sports;cross-cultural marketing;Muay Thai;Thailand;Rajadamnern;martial arts;kickboxing;cultural analysis;stakeholder dynamics;MMA;entertainment;combat sports
難易度：5 - MBA/Postgraduate
內容長度：12 頁
地域：Thailand
產業：Arts; Entertainment; Sports and Recreation
事件年度：2025
In 2021, Rajadamnern Stadium underwent a bold transformation. Under the leadership of Thainchai Pisitwuttinan, it modernized facilities, launched new event formats, and expanded digital outreach to elevate Muay Thai from a national treasure into a globally recognized sport. These moves attracted a new international audience and positioned Rajadamnern Stadium as a global stage for Muay Thai. However, these shifts also led to a marked change in the stadium’s audience composition, sparking potential challenges in preserving Thai national pride and cultural authenticity. With increasing competition, Pisitwuttinan faced strategic decisions about engaging new and diverse Thai fans, choosing effective revenue models, differentiating from other combat sports platforms, and building a unified industry ecosystem for sustainable growth and lasting global impact.
教學手冊：Muay Thai and Rajadamnern: Local Legend, Global Icon – Teaching Note
補充材料：