On July 13, 2024, Sasin MBA students visited Tha Chalom, Samut Sakhon, to study ‘Sustainable Place Branding from the Bottom-Up: Building Brands in Tourist Destinations Sustainably from the Roots of the Economy to the Top.’ Under the guidance of Sasin’s Professor Dr. Yupin Patarapongsant, and as part of the ‘Brand Management in the Era of Sustainability and Digital Transformation’ course, this action-learning approach led students to explore and extract the brand identity of the community, plan the tourism aspects, and present their findings to major stakeholders in the community. At Sasin’s MBA, the curriculum focuses on linking real-world lessons with theory and framework in business education through action learning, which emphasizes learning from real-world situations. The visit began with a briefing on the history of the Tha Chalom community by Dr. Suwanchai Sangsukiam, Chairman of the Board of Directors of Samut Sakhon Phatthana Mueang (Social Enterprise) Co., Ltd., at Ban Tha Chalom Tourism and Community Activities Center. Then, the students took a tram to see the old city of Tha Chalom along Tawai Road, studying and collecting information about the culture, food, and art from real places. There were shops selling dried seafood, street art demonstrating the identity of the locals, and century-old buildings lining the street. They made stops at important places such as the Jui Buay Nia Shrine, Che Cheng Hiang Tua Shrine, and Pun Thao Kong Shrine (Central Shrine) to learn about the significance of these shrines to the Chinese community that has settled in the area since the reign of King Rama V. Tha Chalom Subdistrict was the first provincial sanitation center in Thailand, established in B.E. 2448 (R.S. 124). Later, the students visited Wat Suthiwa Tuararam (Wat Chong Lom) at Ban Laem Railway Station and met residents to understand the identity and cultural roots of the community. Afterward, students were divided into groups to discuss extracting and building the Tha Chalom community brand by creating a value-added strategy, identifying unique and distinctive points of differentiation. Students developed a plan for using tourism as a tool for urban development, addressing Sustainable Development Goals (SDGs) in business sustainability within the environment, society, and good governance (ESG) framework. The presentations received feedback from key stakeholders involved in the area’s development, ensuring that the various plans presented could be continuously applied.