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This paper is a study on how design improves local craft products of the Bangchaocha community in order to compete in market arenas. Based on the conceptual framework of the model of culture proposed by Spencer-Oatey (1999), a series of design interventions were conducted to help designers and locals investigate and identify Bangchaocha community’s unique cultural identity. It is aimed to set up the environment and stimuli for local craftsmen to search for a totally new craft-breakthrough product. The local craftsmen, who teamed up with design students, were introduced to several hands-on design workshops that challenged and developed their creativity and artistic know-how. Another group of design students were paired up with the local children. The collaboration between these young imaginative minds and design students was intended to create an inspiring atmosphere for both participants. The design outcomes from the collaboration resulted in a series of new wicker products that not only express a strong cultural identity, but also created social participation and engagement among the community members. The design activities clearly strengthened the locals’ confidence in utilizing their own cultural identity in creating unique craft products that open up new ways of looking for inspiration. The project ultimately encouraged the entire crafts community to explore a whole other set of options of product categories and forms.