Chidchanok is continuing her politician and sports enthusiast father’s mission to put the sometimes overlooked northeastern Thai province of Buriram on the map. In addition to working as merchandising director of local football club Buriram United, she also played a key role in the recent legalisation of medical cannabis in Thailand, co-founding the three-day Pan-Ram music festival in Buriram to promote its benefits. She also hopes to popularise the region’s weaving and dyeing traditions among younger generations.

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