Innovation has become an important concept that guides policy in almost every organization in Thailand since the government launched the new economic model ‘Thailand 4.0’ emphasising innovative technology-based manufacturing and services. Nevertheless, this policy seems to emphasise only technological innovation and disregards other aspects of ‘innovation’. In this paper, the authors revisit the notion of innovation and apply it to examine Japanese manga which is a major part of the Japanese publishing industry. Over recent decades, Japanese manga has found great success in Southeast Asia. The paper argues that the success of manga may be because it is not just an invention, but it is also an innovation even though it is not directly associated with technology. Applying documentary research focusing on the notion of innovation and Kaya’s Schumpeterian trilogy as a framework, the researchers found that the development of manga falls within Schumpeter’s five types of innovation. In keeping with the unique characteristics of manga, it is possible to consider it as a non-technological innovation, and a cross-cultural innovation. The study provides new insights into how the concept of ‘innovation’ can be fully implemented to communicate and project Thai cultural understandings whilst contributing to the development of Thailand’s economy, culture, and society. Keywords: innovation, popular culture, manga, Japan, Thailand, cross-cultural innovation

中文翻译：

---

重新审视创新概念及其对泰国经济政策的影响：日本漫画的案例研究

自从政府推出强调以创新技术为基础的制造和服务的新经济模式“泰国 4.0”以来，创新已成为指导泰国几乎所有组织政策的重要概念。尽管如此，这一政策似乎只强调技术创新，而忽视了“创新”的其他方面。在本文中，作者重新审视了创新的概念，并将其应用于日本漫画，这是日本出版业的重要组成部分。近几十年来，日本漫画在东南亚取得了巨大成功。该论文认为，漫画的成功可能是因为它不仅是一项发明，而且还是一项创新，即使它与技术没有直接关系。以创新概念和 Kaya 的熊彼特三部曲为框架的文献研究应用，研究人员发现漫画的发展属于熊彼特的五种创新类型。根据漫画的独特性，可以将其视为非技术创新，跨文化创新。该研究为如何充分实施“创新”概念以交流和投射泰国文化理解，同时为泰国经济、文化和社会的发展做出贡献提供了新的见解。关键词：创新、流行文化、漫画、日本、泰国、跨文化创新 根据漫画的独特性，可以将其视为非技术创新，跨文化创新。该研究为如何充分实施“创新”概念以交流和投射泰国文化理解，同时为泰国经济、文化和社会的发展做出贡献提供了新的见解。关键词：创新、流行文化、漫画、日本、泰国、跨文化创新 根据漫画的独特性，可以将其视为非技术创新，跨文化创新。该研究为如何充分实施“创新”概念以交流和投射泰国文化理解，同时为泰国经济、文化和社会的发展做出贡献提供了新的见解。关键词：创新、流行文化、漫画、日本、泰国、跨文化创新