Tell us a little bit about yourself and what you do.

I’m Jong, based in Chiang Mai. I run Den Souvenir. It’s a shop, a gallery upstairs called Television Gallery, a small publishing project, and a radio thing called Abandon Radio. On paper it sounds organized, but in real life it’s more like juggling a lot of ideas and seeing which ones survive.

Are there any influences that are core to your work?

DIY culture for sure. Underground music, zines, pirate radio, independent publishing. I like things that don’t wait for permission.

Is there a moment you look back on as being formative to the work you do?

When I was younger I was part of a group where we did everything ourselves. Promotion, visuals, events, documentation. No one knew what they were doing, but it worked. That taught me that structure can come later. You just need to start.

What kind of imagery are you drawn to?

 Stuff that looks like it was actually used. Flyers with spelling mistakes, bootleg graphics, bad photocopies, things taped to walls. I’m not really into perfect images. I like images that feel a bit tired.

How did Den Souvenir begin?

Den started because I wanted a space in Chiang Mai that felt familiar to me. From day one, publishing was part of the idea. I didn’t want things to just happen and disappear. The shop was the base, but print, exhibitions, and later radio were always meant to document what was going on.

What draws you to the artists and brands that you work with at Den Souvenir?

I like people who are a bit stubborn about what they do. Not in an ego way, but in a “this makes sense to me, so I’ll keep going” way. If someone cares about process and not just the outcome, I usually get along with them.

Den Publishing Group produces zines and printed material. Was this always part of the plan?

Yeah, publishing was there from day one. I’ve always liked print because a zine doesn’t disappear in 24 hours like a post. You can find it years later and still feel something.

Den Souvenir is celebrating its seven-year anniversary in 2026. How has the shop grown since opening?

It grew sideways more than upwards. We added Television Gallery, Abandon Radio, and more publishing. The space was shaped through small, ongoing moments rather than big, planned events, with conversations and exchanges gradually turning into long-term collaborations.

When needed, where do you look for inspiration? Have these sources changed over time?

I still look at books, old magazines, records, and random printed things. These days inspiration also comes from listening to people at the shop or on the radio. Less scrolling, more paying attention. Or sometimes doing nothing until something clicks.

What is it like working in Chiang Mai?

It’s calm and chaotic at the same time. Things move slower, which is good for thinking, but you also have to explain what you’re doing a lot. The upside is you can actually build something without too much noise.

How does Den Souvenir’s community today compare to when the shop was younger?

Before, it was mostly friends and locals. Now the local community has grown and spread out. Artists, designers, DJs, and people passing through. It feels less like a tight group and more like a loose network, which I like.

Are there any travel experiences that are formative to your work?

Seeing small shops and galleries I’ve been around has been formative for me. I love checking out their displays and how they use space.

How do you manage your responsibilities and avoid burnout?

I don’t always. Sometimes I just switch projects. When the shop is too much, I focus on something else. Changing formats helps me not hate everything at once.

Do you have any dream projects for Den Souvenir?

I want Den to age well. Big exhibitions abroad would be nice, but I’m more interested in projects that still make sense in ten or twenty years. If someone finds a Den publication in the future and thinks, “This is weird but interesting,” I’ll be happy.

What do you collect?

I collect art from friends, zines, and prints. Most of it comes from trades and gifts, not from hunting or investing.

Interviewed by Luca Lotruglio.