Activity Design and Lifestyle: Sala Salum This activity presents art and lifestyle harmoniously intertwined, transforming the tourist city of Chiang Mai through art. It includes a leisurely stroll under the shade of art, educational walks through the city's historical narratives, and playful walks enhancing Chiang Mai's assets. This is part of the City Branding initiative, showcased through exhibitions and activities featuring paper umbrellas. These umbrellas are renowned in Chiang Mai, specifically from Bo Sang, San Kamphaeng District. However, it is evident that Bo Sang umbrella craftsmanship is no longer part of everyday life. The activity design of Sala Salum involves tourism under the shade of art, specifically the shade from paper umbrellas designed by five designers and artists. This connects major tourist spots in the city, such as Wat Phra Singh, the Three Kings Monument, and Chedi Luang. A designated area allows tourists to exchange tickets for umbrellas, which they can use while touring these significant sites. The objective is to reintegrate the lifestyle and art of paper umbrellas into the urban fabric, thereby stimulating community income. Research by the Kyoto City Tourism Association found that cultural tourism, such as kimono-related activities, provides jobs for over 10,000 people in Kyoto. Additionally, the Japan National Tourism Organization (JNTO) discovered that tourists dressed in kimonos spend more money than general tourists. Moreover, the works of artists and designers will be exhibited at the Chiang Mai City Arts and Cultural Center. This aims to promote the city's art scene and create a contemporary lifestyle alongside Bo Sang umbrella craftsmanship, positioning it as a new Soft Power for Chiang Mai.