On July 5, 2025, Sasin MBA students from the Brand Management in the Era of Sustainability and Digital Transformation course visited the historic Tha Chalom community in Samut Sakhon. This immersive, action-based learning initiative, led by Assistant Professor Dr. Yupin Patarapongsant, centered on the theme “Sustainable Branding from the Bottom Up: Creating Brand Elements.” Sasin’s collaboration with local subsistence entrepreneurs in Tha Chalom is a powerful example of integrating sustainability, experiential learning, and purpose-driven action under the theme of “community and connection” into business education. The day began at the Ban Tha Chalom Community Center, where students were welcomed with a briefing on the rich history of Tha Chalom by Dr. Suwanchai Sangsukiam, Chairman of the Board of Directors of Samut Sakhon Phatthana Mueang (Social Enterprise) Co., Ltd. Students then toured the old city along Tawai Road via tram, exploring Tha Chalom. The class engaged directly with five local subsistence entrepreneurs, learning from their lived experiences and co-designing brand identities that respected the community’s cultural roots while applying modern branding theory. The students utilized AI tools to develop their proposed logos, signage, and brand storytelling elements, which were reviewed by key stakeholders. This activity was more than a class field trip or exercise—it became a meaningful connection with the community. “Today’s Brand Management session was a heartwarming reminder of what business education can truly be,” Professor Yupin reflected. “The activity resonated not only in the classroom but also in the community.” Students from diverse backgrounds, including China, the U.S., and Thailand, shared their reflections, highlighting the importance of applied learning, cultural sensitivity, and global-local awareness. With AI tools integrated into their creative process, students were able to streamline concept development and produce impactful outputs. Although the full range of brand materials could not be completed in one day, a follow-up session was scheduled, and several student groups volunteered to return to Tha Chalom to personally deliver final branding outputs to the entrepreneurs they worked with. This initiative reflects the evolving standards of the Association to Advance Collegiate Schools of Business (AACSB) accreditation for business schools, which now emphasize the importance of “community and connection” as a component of academic impact—in addition to focusing solely on sustainability. Special thanks to Sasin EMBA 2023 alumnus Tanachai Rueangchaisit for helping facilitate the connection with the Tha Chalom community.