Category: The Bangkok Post

CPF is advancing its ‘Kitchen of the World’ vision through an integrated feed-farm-food sustainability model, covering animal feed production and farming to food processing and distribution, powered by technology and innovation.

At Sustainability Expo 2025 (SX2025), ASEAN’s largest sustainability fair, visitors are welcomed by a polar bear installation stranded on melting ice. More than an attention-grabbing centrepiece, it symbolises the urgency of climate change-framing Charoen Pokphand Foods (CPF) as a company taking meaningful steps towards a more sustainable, future-ready food system.

Future Forward with AgriTech CPF is increasingly adopting AgriTech as a driver of process. Leveraging AI, IoT, and smart farming and smart factory systems, the company aims to enhance animal welfare, optimise resource use, and reduce emissions. These technologies are further strengthened by blockchain-based traceability, enabling verification throughout the feed-farm-food journey, from raw materials to the final product.

SX2025: From Polar Bears to Plate

The Feed-Farm-Food Sustainability Showcase at SX2025 brings this vision to life. Visitors explore four immersive zones-from a mock-up supermarket teaching eco-friendly shopping and waste sorting, to an interactive dining experience where chefs, researchers, and farmers reveal the sustainable journey behind every dish. The polar bear and cracking glaciers symbolise the environmental stakes, while the experience demonstrates how technology and innovation translate into tangible actions for a more sustainable future.

Investing in a Science-Based, Net Zero Future

CPF aims to achieve Net Zero emissions by 2050, becoming the first global food producer to have both short- and long-term targets approved by the Science Based Targets initiative (SBTi). Sustainability is embedded across its value chain, covering deforestation-free sourcing, renewable energy, smart logistics, zero-waste production, and sustainable packaging. Today, 34% of energy used in its Thailand operations comes from renewables, including solar, biomass, and biogas. Notably, its RE100-certified egg farm in Chanthaburi runs entirely on solar and biomass energy, converting chicken manure into clean power under its ‘waste-to-value’ model.

Empowering Partners and SMEs

CPF’s ‘Partner to Grow’ program extends low-carbon solutions to more than 225 SMEs in its supply chain. The initiative has reduced emissions by over 400,000 kilograms of CO2 annually-equivalent to planting 31,000 trees-while also cutting operating costs. Partnerships with Chulalongkorn University, Thailand Greenhouse Gas Management Organisation, and the Office of SMEs Promotion further enable smaller enterprises to access carbon certification and green financing.

The Bigger Picture

‘For CPF, being the ‘Kitchen of the World’ is not about producing more food, but producing food that is safe, nutritious, and sustainable-powered by innovation,’ said Prasit Boondoungprasert, CPF Chief Executive Officer. ‘Sustainovation is how we ensure that every bite supports not just today’s needs, but tomorrow’s future.’

From AI-powered farms and blockchain traceability to SME partnerships and renewable energy, CPF’s showcase at SX2025 highlights how sustainability and innovation can move together. For visitors, the journey ends at a dining table telling the story of food from farm to fork. For CPF, it is the beginning of a longer path toward a future where every bite nourishes both people and the planet.

RevisionSuccess Co Ltd, a student-led startup focused on bringing artificial intelligence (AI) into classrooms, established a landmark partnership through the signing of a Memorandum of Understanding (MOU) with HOG International Academy and House of Griffin Tutorial School on Oct 7, 2025. This begins a special mission-building the first AI-hybrid school in Thailand.

This partnership aims to show how learning can be more personalised and interactive using AI-powered tools, while keeping teachers at the heart of education

‘Our mission is to enable students to study faster, easier and smarter using new technology,’ said Phonlawat Sirajindapirom, Founder and Chief Executive Officer of RevisionSuccess.

‘Partnering with HOG International Academy allows us to showcase how AI can transform theclassroom experience for both students and teachers.’

Phuwadit Sutthaporn, Co-Founder and Chief Operating Officer of RevisionSuccess, concluded, ‘The mission of both our organisations is to prove that Thai students can be greater than any nation.’

With innovation and technology, RevisionSuccess and HOG International Academy are creating a new standard of learning to ensure every student has the opportunity to reach their full potential.

While many may fear that AI would replace teachers, this project wants to prove the opposite. Santivipa Phanichkul, Founder of House of Griffin, explained, ‘AI should make teaching more human, not less. Through this collaboration, our educators gain tools that make learning more human, personalised and effective.’

Starting January 2026, RevisionSuccess will work closely with the school to begin piloting the system for nine months to build, test and improve the best study platform for both teachers and students.

RevisionSuccess, the startup founded by young entrepreneurs from Chulalongkorn University, believes that Thai education has many problems, ranging from teacher shortages to unequal access to quality education. This is why RevisionSuccess aims to use technology to personalise learning, connect teachers and students and make quality education accessible nationwide.

For RevisionSuccess, the partnership is a new step in their long-term vision to make AI-powered education in every student’s hands.

‘Sustainability, strategy, and risk are three dimensions of the same thing – the longevity of business. Sustainability for us is not only about environmental protection; it’s really about the survival of the business together with our stakeholders,’ said Tongjai Thanachanan, Executive Vice President and Chief Sustainability and Strategy Officer of ThaiBev, during the ‘Sustainability as an Engine for Growth’ forum at Sustainability Expo 2025 (SX2025) at the Queen Sirikit National Convention Centre.

Tongjai stressed that sustainability initiatives are not an additional cost but an integral part of operations – a way to manage risk while improving efficiency and cost competitiveness.

Her statement echoed Bangkok Governor Chadchart Sittipunt’s vision of positioning the capital as a marketable global brand. To this end, the Bangkok Metropolitan Administration (BMA) appointed Pornphrom Vikitsreth as its first Chief Sustainability Officer.

‘The governor sees that Bangkok must compete with other cities in Asia – not just to attract short-term visitors, but to make people want to live, work, and invest here. This is very much linked to sustainability,’ said Pornphrom.

Thai Union: From Cost to Competitive Edge

For Thai seafood giant Thai Union, sustainability began as an expense. ‘It has evolved since then – that was ten years ago. Today, we view sustainability as a competitive advantage and a key driver of our growth,’ said Adam Brennan, Thai Union’s Chief Sustainability and Communication Officer.

In 2023, the company launched its SeaChange® 2030 strategy, described by Brennan as ‘the most ambitious and holistic sustainability strategy the seafood sector has ever seen.’ The initiative not only addresses Thai Union’s environmental and social impacts but also creates new commercial opportunities while engaging diverse stakeholders, including NGOs.

‘Today, our sustainability programme opens doors – doors that were otherwise closed. It enables new connections with retailers, unlocks commercial opportunities, and helps close deals that had been pending for years. Sustainability has become a key differentiator that protects people, the planet, and our business,’ Brennan said.

What began as a reputation-enhancing effort has evolved into a value-creating force. Thai Union has since earned global trust as a responsible supplier while helping Thai fisheries and farms elevate their practices. ‘We’ve moved from viewing sustainability as brand protection to brand value,’ Brennan concluded.

AirAsia: Rethinking Carbon as Business Cost

In a sector often criticised for its environmental footprint, AirAsia is rethinking how sustainability fits within its operations. ‘We first had to accept that carbon cost is part of business cost,’ said Mun Ching Yap, AirAsia’s Chief Sustainability Officer. ‘Managing this means understanding various options for carbon abatement. The biggest one for us is efficiency – and as a low-cost airline, we’ve always been strict on that.’

Yap noted that airlines face regulatory limits on what they can achieve independently. ‘Regulators typically focus on safety, but safety and sustainability are not mutually exclusive. With international aviation regulation evolving, sustainability is now a key focus for regulators,’ she said.

This regulatory shift has opened new dialogue between airlines and authorities on improving airspace management to reduce fuel use. ‘You also have the option of adopting new innovations such as sustainable aviation fuels,’ Yap added. ‘It’s a promising concept, but the price remains prohibitive for most airlines.’

AirAsia continues to invest heavily in operational efficiency – upgrading its fleet, refining flight operations, and exploring new technologies to cut emissions.

Collaboration for a Low-Carbon Future

As Thailand moves toward a low-carbon economy, corporate sustainability leaders share a common vision: collaboration, innovation, accountability, and capacity building will drive the transition from ambition to action.

Sustainability, they agree, is no longer an optional initiative but a long-term commitment – the only path forward for businesses and communities to thrive in a changing world.

The commerce minister discussed measures to address the impacts of US tariffs, accelerate free trade agreement (FTA) negotiations, tap into the Indian market and manage agricultural products with representatives from the Thai Chamber of Commerce.

After the meeting, Commerce Minister Suphajee Suthumpun said the ministry prepared strategies to mitigate the impact of US tariffs, strengthen the agricultural sector, prevent product circumvention, promote trade in new markets, enhance the capabilities of Thai businesses to adapt to rapid changes in global trade rules and provide support to entrepreneurs along the Thai- Cambodian border.

“The ministry aims to finalise the details for the US tariff negotiations later this year to provide clarity for both Thai and international entrepreneurs, aiming to mitigate any potential impacts,” she said.

Mrs Suphajee encouraged all stakeholders to develop adaptation strategies now, including exploring alternative export markets and positioning products to meet evolving global demands.

Meanwhile, the ministry plans to manage 1.8 million tonnes of rice in stock by collaborating with farmers and the private sector to enhance the quality and packaging of rice, thereby adding value.

The ministry is also committed to concluding FTA negotiations to unlock new trade opportunities for Thai entrepreneurs and lay a solid foundation for sustainable economic growth, she said.

Poj Aramwattananont, chairman of the chamber, said exports to the US are beginning to feel the sting of tariffs as new orders slow.

However, the chamber believes collaboration between government agencies and the private sector will drive the economy and alleviate the impacts, he said.

Charoen Laothammatas, president of the Thai Rice Exporters Association, emphasised the need for rice varieties that align with global demand.

He said Thailand has to develop new rice varieties, enhance productivity and maintain a competitive baht value.

Chanintr Chalisarapong, vice-chairman of the chamber, said companies want the FTA with the European Free Trade Association to take effect soon, as it will pave the way for the pact being negotiated with the European Union and other countries.

Quick FTAs with additional countries could significantly boost Thailand’s competitiveness, he said.

Furthermore, the private sector proposed the establishment of a task force dedicated to rubber products to support entrepreneurs and farmers during challenging market conditions, while also encouraging Thai businesses to use local content.

Prim Jitcharoongphorn, president of the Thai-India Business Council, said India is a high-potential market with rapid growth, particularly in the areas of construction materials, home decor and food.

She asked the ministry to implement a structured approach to promote trade with each Indian state.

Sunanta Kangvalkulkij, director-general of the Department of International Trade Promotion, said it will implement urgent strategies to retain existing markets and explore new ones.

The goal is to achieve a trade volume of 8.91 billion baht during October 2025-January 2026, benefiting more than 1,270 businesses.

Local authorities and business operators on Koh Phangan are raising concerns over the behaviour of some Israeli visitors and the rise of foreign-run businesses on the southern island.

Reports of tensions have emerged on Koh Phangan and neighbouring Koh Samui in Surat Thani province, involving Israeli tourists and business operators.

Allegations include the acquisition of land through Thai nominees and the establishment of businesses catering exclusively to Israeli visitors. Some tourists have reportedly caused disturbances affecting other visitors and local operators, prompting fears of wider conflicts.

The situation calls to mind a period of tension earlier this year in Pai, the popular tourist town in the northern province of Mae Hong Son. The Israeli embassy issued a reminder to its nationals about appropriate conduct, while Thai authorities attempted to get locals and visitors communicating to improve relations.

Surat Thani Governor Teeruth Supawiboonpol met with representatives of various agencies on Thursday to discuss the issues that had been raised. ‘We must address these issues promptly to prevent long-term problems and ensure compliance with Thai law,’ he said.

Narumol Maisopha, president of the Koh Phangan Hotel and Tourism Association, said the behaviour of some Israeli tourists has led to increasing friction on the island.

‘As representatives of the private sector, we recognise that this harms the image of tourism,’ she said. ‘We have organised discussions among operators and separated conflicting visitors to maintain a high-quality tourism experience.’

Tourism on Koh Phangan has expanded by more than 200% in the past two years, creating strong demand for accommodation and related businesses. Ms Narumol said the rapid growth has exceeded the capacity of local authorities to manage it effectively.

‘The presence of Israeli tourists and business operators presents an opportunity for provincial and national authorities to intervene decisively before the situation escalates,’ she added.

According to data from the Surat Thani Immigration Division, 4,030 Israelis are currently in the province – 2,548 on Koh Phangan, 1,279 on Koh Samui, 11 on Koh Tao and 12 on the mainland. Of these, 987 are long-term residents, including 349 involved in business, while 3,043 are short-term visitors, 2,942 of whom are tourists.

Local sources report that some Israelis on Koh Phangan operate villas, restaurants, tour companies and other businesses primarily serving Israeli visitors. A communal centre, or Chabad, has also been established for religious and social activities.

Governor Teeruth said enforcement against illegal land ownership and business operations will take time as authorities need to gather evidence. Provincial labour and immigration offices are also investigating potential visa overstayers, he said.

PostBag column’s regular contributor Felix Qui raised an often asked question about whether there is progress and evidence of drug suppression by the authorities. Unfortunately, as always, there aren’t any except photo ops that appear from time to time on news reports when the politician or top cops need them for publicity.

Just last week, in Udon Thani, a father shot dead his drug-addicted son. I wish I were wrong, illicit drugs are so commonly used among the young people in the province that it is disturbing and is no longer a secret to hide.

The only time I can remember when the authorities had taken drug suppression seriously was when Thaksin Shinawatra was prime minister. Perhaps this is the only good thing that he did that the Isan villagers still remember him for.

Yingwai Suchaovanich

Selective logic

Re: “Weed ruins lives”, (PostBag, Oct 2).

In his unqualified, unequivocal pronouncement that “Weed ruins young lives, period”, Jason A Jellison has yet again jumped from one or two personal anecdotes to a universal claim about cannabis.

Consider a different anecdote: Samuel Taylor Coleridge wrote Kubla Khan under the influence of opium. Similarly, Mick Jagger and other highly successful musicians might also offer themselves as examples that “prove” (in Mr Jellison’s sense) the absolute efficacy of cannabis for musical excellence over many decades, period.

And of course, we likely all know one or two people whose lives have been ruined by alcohol. Therefore, alcohol ruins young lives, period.

Certainly, it is a fact that cannabis use can and does harm lives. It is equally a fact that alcohol use can and does, far more often than cannabis, ruin lives. Ask any member of Alcoholics Anonymous for pertinent personal anecdotes, or simply review the literature. Unlike Mr Jellison, I do not think it therefore follows that the addictive drug alcohol “ruins young lives, period”, and must therefore be criminalised, period.

Felix Qui

Shoddy Thai service

Re: “Confidence declines as foreigners avoid Thailand”, (Business, Sept 29).

Thailand overcomplicates everything. It prides itself on 98% employment, but how many actually work? People in A/C offices give the appearance of work without actually doing very much. From banking to immigration, there’s so much unnecessary garbage.

I am just back from 90-day reporting because I had the temerity to go on holiday and, therefore, could not do it online despite having a multi-entry permit AND a TDAC certificate! I had to hand in copies of the same passport pages I have done so many times before for the past 20+ years. The data has not changed in decades! I know all this information is on a computer, yet more trees have to be felled for the appearance of work.

I have waited over one hour in a bank whilst three assistants managed to serve ONE customer before I walked out, angrily denouncing the poor service.

Both examples are of how badly Thai workers lord it over the customers who pay their wages. Perhaps this attitude to service across the country may explain why Vietnam’s tourism is booming, whilst here it is in decline.

Supaluck Umpujh, Chairwoman of The Mall Group, has been recognised for the second consecutive year on Fortune magazine’s prestigious “Most Powerful Women Asia 2025” list. The accolade honours 100 influential female leaders across 14 countries in the Asia-Pacific region who have demonstrated exceptional ability to navigate global and regional volatility whilst creating strategic business advantages.

The rigorous selection process evaluates candidates across multiple dimensions: measurable impact on their organisations and economies, strategic reach across industries and markets, and capacity to shape the future of business and economic landscapes.

Ms Supaluck’s recognition stems from her transformative leadership in developing landmark retail mega-projects over four decades. Her portfolio includes internationally acclaimed destinations such as Siam Paragon and the Em District-comprising Emporium, Emquartier, and Emsphere-which have become defining features of Thailand’s retail landscape and distinguished shopping destinations on the global stage.

Beyond commercial success, Ms Supaluck has pioneered a visionary approach that transcends traditional retail paradigms. Under her stewardship, The Mall Group has evolved into a “Space of Inspiration” that champions equality, diversity, and inclusivity across all demographics and communities.

This philosophy manifests through innovative initiatives, most notably her leadership of the LOVE PRIDE ? PARADE-Asia’s largest and longest Pride Month celebration. The event exemplifies her commitment to advancing Thailand’s soft power strategy through the rainbow economy, positioning Bangkok as a premier Pride Festival Destination whilst propelling the capital towards its aspiration of becoming Asia’s Entertainment Hub. Her ambitions extend to securing Bangkok’s bid to host World Pride 2030.

Ms Supaluck’s sustained recognition on this distinguished list underscores her pivotal role as a trailblazing female executive in Thailand. She has not only steered the retail sector through digital transformation but has emerged as a leading voice championing gender equality and fostering sustainable advancement for women in Thai business.

The disconnect between the real economy and record-high financial markets worldwide is worrying, according to the Bank of Thailand (BoT), as asset prices soar despite mounting shifts in global trade.

‘Nobody would have thought that the huge change in the global trade configuration or landscape would take place against the backdrop of ever-increasing stock markets and compressed risk spreads,’ BoT Deputy Governor Piti Disyatat said in an interview at his office in Bangkok on Thursday. ‘As central bankers, we naturally get nervous about this disconnect a little bit.’

Stock markets from the United States to Asia have surged to record highs this month, fuelled by an AI-driven frenzy that’s drawn parallels to the late-1990s dot-com boom, which ended in a spectacular crash. The exuberance has spilled beyond equities, with gold soaring past $4,000 an ounce and Bitcoin hitting a new high.

The market rallies are putting authorities on guard. The International Monetary Fund has cautioned that ‘if a sharp correction were to occur, tighter financial conditions could drag down world growth.’

The Bank of England this week flagged the risk of a sharp market correction, as equity-market valuations appear ‘stretched.’ South African Reserve Bank Governor Lesetja Kganyago last month said soaring prices of some cryptocurrencies ‘suggest the formation of large asset bubbles.’

In a sign of caution, the BoT unexpectedly left its key interest rate unchanged this week, citing the need to preserve the limited policy room to deal with a weakening economic outlook. The bank will keep monetary policy loose through next year due to the country’s weak economy and the risk of further global shocks, Mr Piti said.

Thailand’s financial markets are not showing any signs of a bubble, but authorities are keeping an eye on the baht after it surged more than 4% this year, Mr Piti said. ‘It’s not at the stage yet where it’s clearly out of line with fundamentals.’

While the Thai central bank has been intervening in the currency market after US President Donald Trump’s tariffs boosted global volatility, it does not target a specific level for the baht, he said.

‘The main reason we go into the markets is to chop off the excess volatility,’ Mr Piti said. ‘It’s very symmetric.’

Plus Property has announced its intention to elevate residential property management within the luxury segment through the introduction of its ‘Lifestyle Luxury Management’ concept. The initiative aims to transform Thailand’s property management practices from asset oversight to the comprehensive delivery of curated living experiences. This approach aligns with the continued growth of the branded residences market, driven by genuine demand, the return of foreign investors, and increasing participation from high-net-worth individuals (HNWIs). The company is placing greater emphasis on services that address modern lifestyle and hospitality needs.

Ms Naruemon Arporntanakul, Deputy Managing Director – Property Management Division at Plus Property Co., Ltd., noted that the branded residences market continues to expand robustly. According to a report by C9 Hotelworks, the sector in Asia reached 68,000 units in 2024, representing an average annual growth rate of 11%. Thailand accounts for 23% of the Asian market, with Phuket alone home to around 4,700 units across 26 projects. Collectively, these properties are valued at approximately 80 billion baht, underscoring Thailand’s position as a leading global luxury destination.

Residential project management now goes beyond property and asset oversight, as discerning clients increasingly seek living experiences tailored to their lifestyles. Many prefer the comfort of home with the convenience of hotel-like services. Plus Property continues to enhance its services and develop its personnel to meet the needs of both Thai and international clientele, with the overarching goal of elevating Thailand’s property management sector to global standards and reinforcing the nation’s competitiveness on the world stage.

Five Core Pillars of ‘Lifestyle Luxury Management’

Timeless Quality – Residential projects are maintained in pristine condition, just as they were on the first day of occupancy. This approach ensures that each property appreciates in value over time. Global service standards are upheld, with PLUS being ISO-certified for quality management, physical resources, and environmental systems.

Smart Security – Solutions by LIV-24 provide 24/7 security protection powered by AI technology. Any irregularities are reported in real time, allowing residents to live with peace of mind and enjoy enhanced safety. On-site labour costs may be reduced by as much as 20-40%.

Premium Community – Residential communities are designed to foster warmth and engagement in ways that complement each community’s lifestyle theme. Festivals such as Halloween and Loi Krathong are celebrated, activities such as pet vaccinations are organised, and social responsibility initiatives such as mangrove reforestation and beach clean-ups are undertaken.

Elevated Living – Living experiences are made worry-free through the attentiveness of Plus Concierge service providers, who respond to the full spectrum of residents’ needs. Plus Concierge partners offer services including housekeeping, laundry, gardening, swimming pool maintenance, and air-conditioner cleaning. These services can be conveniently booked online, with residents enjoying a variety of exclusive offers.

Global Standards – PLUS personnel continually refine their expertise in residential property management and premium service delivery through training programmes provided by Plus Eduplex. Practical knowledge and international best practices are integrated into these curricula, enabling staff to confidently cater to both Thai and international clients.

Showcasing Mr and Ms Happening – Creators of Residential Experiences for Diverse Lifestyles

PLUS is preparing to launch Mr and Ms Happening – specialist personnel who will implement the five key tactics through practical, service-oriented applications. Their role will combine property management expertise with deep insights into residents’ lifestyles, enabling the delivery of personalised services tailored to individual needs.

The responsibilities of Mr and Ms Happening will extend beyond daily management and administration. These professionals will help cultivate holistic living experiences that exemplify a new era of property management – one that integrates lifestyle-focused services with project administration. Looking ahead, additional services such as a 24-hour call centre may also be introduced to ensure residents receive continuous care and support at all times.

PLUS Elevates Property Management through People Development and Global Partnerships

Mr Santi Srisongkram, Senior Director of Plus Eduplex at Plus Property Co., Ltd., said: ‘Residential project management is entering a new dimension, where oversight must be delivered in the manner of serviced residences. PLUS aims to propel Thailand’s property management sector onto the global stage through personnel and services capable of competing internationally.

‘In particular, for Phuket, PLUS plans to introduce Lifestyle Luxury Management services designed to accommodate the living needs of each locality. This approach will appeal to investors and international clients, aligning with Phuket’s positioning as a premium residential hub in the region.’

People development forms a vital foundation for Thailand’s property management sector. As such, the Plus Eduplex Institute is committed to cultivating highly competent professionals who uphold modern service standards. At the same time, the institute continues to seek new opportunities through collaborations with world-class organisations such as Nai Lert Butler Academy (in partnership with The British Butler Institute) and the School of the Oriental Hotel Apprenticeship Programme (Mandarin Oriental, Bangkok).

Most recently, Plus Eduplex became the first and only institute within Thailand’s property management industry to be certified to offer courses and qualifications from the CTH Institute (The Confederation of Tourism and Hospitality) – a globally recognised awarding body specialising in hospitality education. This milestone demonstrates the effectiveness of PLUS’s training standards and its capacity to develop high-calibre professionals who elevate service quality and respond to residents’ needs with professionalism and care.

Leveraging an administration tactic combining globally recognised standards with in-depth understanding of the needs of client residents, PLUS stands ready to drive Thailand’s luxury residential properties market toward elevated standards. Through ‘Lifestyle Luxury Management’ services, the requirements of upscale domestic clients can be met while the growth of branded residences and the presence of foreign clients can be accommodated, reinforcing all aspects of Thailand’s role as a premium residential destination.

Amid rapid changes in technology and audience behaviour that continue to challenge the entertainment industry, the Bangkok International Film Festival 2025 returns in full force. The festival serves as a major platform connecting filmmakers, investors, distributors, and audiences through diverse activities, including international film screenings and ‘Talad Nang,’ a key marketplace where content creators can meet producers, distributors and investors from Thailand and abroad. This year’s highlight is a collaboration with BrandThink to organise a series of seminars led by experts, exploring cinema’s evolving role as soft power. The discussions highlight how film is not just a source of entertainment, but a strategic driver of the economy, culture, and communication. They also open perspectives on how Thai content can expand to the global stage, inspire audiences, and fuel long-term growth in the creative economy.

Pimpaka Towira, Executive Director of ‘Talad Nang,’ revealed that one of the central elements of this year’s Bangkok International Film Festival is the ‘Talad Nang’ marketplace, which marks a crucial step in pushing the Thai film industry onto the international stage. The market will serve as a hub linking content creators with global investors and buyers, through activities spanning business negotiations, project pitching from Thai and Asian creators, and masterclasses by world-class directors and actors. All of this will strengthen both the potential and the business opportunities of Thailand’s film industry. Another highlight is the seminar series, organised together with BrandThink, which features thought-provoking topics that expand perspectives on film as an economic asset and reaffirm that cinema is a future not to be overlooked.

Beyond the Screen: Thai Films and Economic Opportunities Thailand Must Seize

The first seminar, ‘Beyond the Screen: Thai Films and Economic Opportunities Thailand Must Seize,’ emphasised that cinema is more than just storytelling art. It is also a powerful economic engine that creates jobs, generates income, and builds ‘cultural influence’ with immense national value.

M.R. Chalermchatri Yukol, former Chair of the Subcommittee on Film Industry Development at THACCA, shed light on the significance of film. ‘Film is not only entertainment that stirs emotions and inspires audiences. It is an industry with tremendous economic potential. From investment and employment to diverse forms of spending, film contributes directly to communities. Thailand also offers strong incentives such as cash rebates that attract international filmmakers to choose the country as a filming location. With world-class infrastructure and facilities, we are highly competitive globally. Several provinces are even promoting themselves as ‘film cities,’ creating ecosystems tailored for filmmaking, spreading economic growth to regional areas, and building sustainable recognition for the nation.’

Yongyoot Thongkongtoon, former Director of Content – Thailand at Netflix, said, ‘The rise of streaming platforms has played a crucial role in elevating Thai content to international standards and expanding its reach worldwide, giving audiences global access to stories told from Thai perspectives. Many Netflix Thailand productions have achieved global success, proving that Thai films and series are competitive internationally. They enhance the country’s reputation and deliver tangible economic benefits. In addition, collaboration with organisations like the Creative Economy Agency (CEA) to nurture new content creators with knowledge and expertise is a key mechanism to strengthen Thailand’s content industry, driving the Thai economy forward.’

Isara Piamphongsant, Creative Industry Network Specialist at CEA, added, ‘As an agency dedicated to promoting the creative economy, CEA recognises the film industry’s potential to generate economic growth and new opportunities for Thailand, through employment, tourism, and community development. That’s why we focus on support and skill development. With initiatives like the Content Lab, we equip younger generations with the ability to create distinctive, high-quality works that meet both domestic and international market demands. This will allow Thailand’s content industry to achieve economic growth and compete on the global stage.’

Thailand as Film Destination: When Hyper Local Content Puts Thailand on the World Cinema Map

The second seminar, ‘Thailand as Film Destination: When Hyper Local Content Puts Thailand on the World Cinema Map,’ examined Thailand’s potential to attract foreign filmmakers and to boost film-induced tourism from Thai content itself. Its strength lies in hyper local storytelling, deeply rooted in culture yet told with contemporary relevance.

Anucha Boonyawatana, former President of the Thai Film Director Association, defined ‘hyper local’ as follows. ‘Storytelling is the heart that allows hyper local content to be delivered authentically and sincerely to audiences, reflecting the identity and real experiences of creators. This serves as a bridge to portray local life with charm and memorability, connecting with audiences who share the same cultural roots, while also giving international viewers a new perspective on difference. To take films to the global level, creators must be open to feedback from international audiences, balancing the preservation of cultural identity with universal communication. If we succeed, Thailand’s hyper local content will become a strength that draws global attention and pushes the country to become a key film destination.’

Krisda Witthayakhajorndet, an executive at Be On Cloud, shared his experience in making Thai films internationally successful. ‘Be On Cloud strives to present Thai identity sincerely and naturally by blending local culture with contemporary narratives. This allows both Thai and foreign audiences to experience authenticity without excessive embellishment. We believe hyper local storytelling is a critical opportunity for Thai works to shine globally, as modern audiences want content that reflects real identities and communicates with honesty. At the same time, the power of fandom and social media accelerates the transformation of hyper local content into global content, achieving both domestic and international success. This benefits the wider economy and opens opportunities for multiple industries.’

Thiti Srinual, director of The Undertaker and creator of the ‘Thai Baan’ universe, said, ‘My goal has always been to tell Isan stories in a way that truly conveys their essence, through films that remain authentic to their roots without being overly modified. We studied and understood audiences deeply to change the perceptions of those who might have overlooked local culture, encouraging them to appreciate everyday traditions, language, lifestyles, and beliefs through film. This approach not only instils pride among Isan people but also reveals unique charm and sincerity to audiences from other regions and countries. This is the power of hyper local content, capable of reaching global audiences and inspiring them to experience and learn about the culture first-hand.’

Closing the session, Sarawut Kaewnamyen, Production Designer and CEO of Pantang Artwork Co., Ltd., said, ‘For creators, the challenge is transforming local elements into values that both Thai and international audiences can recognise and embrace, without stripping away identity. These elements often emerge from overlooked aspects of daily life such as language or traditions. Yet when portrayed in film, they gain a unique character and carry new meanings worth celebrating. The world has changed. Today, streaming platforms and social media allow local content to reach millions with ease. This is the opportunity for ‘Thai local’ to step onto the global stage and for Thailand to become a true film destination.’

When Movies Move Brand Impact: The Endless Possibilities of Film-Brand Collaboration

The seminar ‘When Movies Move Brand Impact: The Endless Possibilities of Film-Brand Collaboration’ invited audiences to see film in a new light-not only as entertainment but also as a powerful, enduring branding tool. The discussion explored opportunities for collaboration between films and brands, as well as decoding movie marketing strategies that expand the potential of both.

Chawana Praesrisakul, Chief Strategy and Services Officer at BrandThink, said, ‘Film is a powerful marketing format because it reflects life, people and experiences, allowing brands to naturally integrate into consumers’ beliefs and experiences. Collaboration with films is not just about tie-ins or product placement. It’s about creating ‘shared value’ among movies, audiences, and brands. This can foster brand love and extend into sales through campaigns and promotions. The right co-branding partnerships, along with support for spin-off content, can expand fanbases. At the same time, filmmakers must be able to ‘sell beliefs’ to find brands that align in vision and values.’

Park Wannasiri, Chief Creative Officer of VML Thailand, added, ‘When brands enter film, they become a ‘cultural tool’ that engages audiences differently from traditional advertising. Collaborating with film enables brands to truly understand and connect with people’s beliefs, while also telling their own stories, organisational cultures or visions in depth. In the future, marketing will be involved from the scriptwriting stage, blending human-centric storytelling, and creating real experiences from films that hold even greater value. The essence of movie marketing lies in finding the balance between film and brand to maximise mutual benefit.’

Roundtable: Next Chapter – The Future of Cinema in an Era of Declining Theatre Screenings

The final seminar, ‘Roundtable: Next Chapter – The Future of Cinema in an Era of Declining Theatre Screenings,’ gathered experts to share perspectives on the film industry’s major transition as streaming becomes part of everyday life. Participants agreed that ‘quality remains the heart of filmmaking, whether screened in theatres or on digital platforms. What matters most is delivering emotions and experiences that resonate deeply with audiences. At the same time, modern directors must understand all aspects of production, marketing, and audience behaviour to ensure their works succeed both on the big screen and in the digital world.’

The discussion also highlighted that cinemas and streaming are not competitors, but complementary forces that strengthen one another. Each channel has its unique appeal and audience base, and together they can create new opportunities for the film industry in the future.

Finally, the seminar raised the important issue of ‘equality for filmmakers,’ proposing frameworks to support independent creators by giving them bargaining power and diverse platforms for their works. This would ensure that every film has the opportunity to grow fairly, contributing to the sustainable progress of the industry.