To counter the adverse impacts on the tourism industry resulting from infrastructure expansion—leading to the depletion of natural resources, loss of wildlife, and increased noise and air pollution—Jakkapong leveraged his experience in the hospitality and sustainability sectors. He founded a small social enterprise startup named Find Folk, serving as a sustainable tourism consultant and destination management organization. Find Folk identifies the cultural gems of each location, raises awareness among communities about the importance of safeguarding their treasures, and assists them in protecting the environment. Simultaneously, they invite visitors to enjoy the authentic attractions of these destinations. Notably, they played a crucial role in transforming Bangkrachao into an eco-friendly travel destination. Under the “Go Green” ideology, aiming for a carbon-neutral community, activities include the introduction of dedicated bicycle lanes and kayaks as preferred forms of transport. Find Folk has received numerous accolades, including Best in Show: Impact NOW: Sustainable Enterprise Showcase and Multi-chamber Networking 2022, Runner-up SEED Low Carbon Award 2021, and Finalist in the UNWTO Global Rural Tourism Startup Competition.