Category: The Bangkok Post

Many traditional performances have lost popularity because they fail to adapt with the times. Molam is an excellent example of an Isan performing art that has incorporated modern features with traditional characteristics and remains popular today.

The vibe of molam performances, including lighting, music and staging, was recreated in a for an art exhibition titled “Mor Thee Dee Kue Molam [The Movement Of Molam]” at MMAD – MunMun Art Destination, Seacon Srinakarin. Pitsawat Wannafoo, the exhibition curator, revealed the reason he organised this exhibition is because there has never been an art show about molam before.

“I am from Lampang and first heard of molam when I was a university student in Bangkok. I had many Isan friends who often listened to molam which gradually led me to become more familiar with it and enjoy it,” explained Pitsawat.

“MMAD – MunMun Art Destination briefed me that they wanted an art exhibition that had never been created before. The exhibition was supposed to be fun and accessible to everyone, so I chose to work on content that I like and it became this.

“The exhibition does not focus on research or informative content. It presents the culture of molam from the perspective of outsiders. It focuses only on elements of molam performance, such as light and sound. The audience will not see a molam stage at the exhibition, but feel the mood, melody and lights of molam through various shapes and movements which create interaction with the audience.”

There are three parts to the exhibition. The first displays the kinetic sculpture titled Fawn created by artist Wit Pimkanchanapong. The second part is a stage design exhibition featuring steel scaffolding with LED lights and background music performed by Paradise Bangkok and Plern Vern. The final part displays photos taken by photographers Kanyarat Mongkol, Sarunthorn Chatulaksameepat and Mok Lachantra.

Wit’s first kinetic sculpture titled Myyarab was displayed in the hall of Bangkok Art and Culture Centre in 2008. The exhibition space at MMAD reminded Wit of that hall, so he decided to remaster Myyarab to Fawn, or Myyarab v3. Unlike Myyarab, Fawn, which refers to specific dance postures, conveys the message of cultural movement through the lights, colours and lines of the sculpture that sway and twist to reflect the story of molam as a performing art that is constantly evolving.

“Myyarab is entirely electric and programmable. Without electronic motion control, Fawn has switched to a pulley system with a single motor in the centre that pulls a rope, which then continues to pull in a spiral loop. Using the mechanism is something I had wanted to work on for a long time. The pulley system is a very basic mechanism, but it takes a lot of time to practice and learn,” explained Wit.

“The moving parts of Myyarab were painted wooden panels, but Fawn has fluorescent lights instead. These fluorescent lights are considered local products since they are easy to purchase on digital shopping platforms.

“My colleague who is a university lecturer in textiles told me that Fawn’s rope control system resembles a loom. This made me want to explore more about weaving to learn more techniques. Fawn was like my technical breakthrough. I will create works with more techniques like this in the future.”

For the second part, steel scaffolding is used because it is part of contemporary molam stage design. LED light effects were designed to sync with musical rhythms. When entering the area, visitors will hear music recorded by Paradise Bangkok and Plern Vern.

Paradise Bangkok is a molam international band which combines traditional Thai music with modern influences. The group has gained international recognition and performed at international music festivals including Glastonbury in the UK, Fuji Rock in Japan and Fusion Festival in Germany.

Plern Vern consists of two multimedia artists who have a special interest in the sounds of Isan culture, media art and electronic music.

“The background music of the exhibition are six songs chosen from Paradise Bangkok’s debut album 21st Century Molam. I personally like Paradise Bangkok; I have listened to their music since their debut. 21st Century Molam was their most successful album which played a crucial role in helping the group to perform at international music festivals,” explained Pitsawat.

The two members of Plern Vern are friends who grew up with Isan culture, so they use khaen, an Isan mouth organ, or other Isan instruments to compose their music. They created a special song for this exhibition.

The final section showcases photographs taken by Kanyarat Mongkol, Sarunthorn Chatulaksameepat and Mok Lachantra.

Kanyarat is a documentary photographer who showcases the collection Na Han (In Front Of The Performance Stage), which conveys the beauty and realities of molam bands. Photographs reveal both front and backstage scenes.

Sarunthorn displays the collection Mor Lam And The Tootsies which follows the life of an LGBTI singer in a molam band. It shows that the band is a workplace with gender diversity and an LGBTI individual brings colour to performances.

Mok presents his collection Muan Juat (Totally Fun) which focuses on concertgoers. Mok captured audiences’ reactions to a performance of Rabieb Watasilp, a well-known molam group. Though it was raining, nobody left; concertgoers waited until the rain stopped to enjoy the performance. Mok said the atmosphere was fun and relaxing. It was the first time that he saw a concertgoer bring fresh vegetables to eat with sausage and dip.

When asked how molam maintains its popularity with the changing times, Pitsawat said it adapts with cultural development.

“Molam music does not have a limited format. Musicians can take the sound of Isan instruments and mix them with contemporary music. For example, when Paradise Bangkok performed at various festivals, they took the sound of the khaen and the phin and mixed it with contemporary sounds. Moreover, Plern Vern creates art pieces by taking Isan melodies and mixing them with electronic sounds.”

As exhibition curator, Pitsawat hopes that visitors will feel and move along to the rhythms of molam.

“I do not expect people to understand the concept or meaning of each artwork. I hope they enjoy molam music, the rhythm of rotating and blinking lights. I hope that when they hear molam, they move their hands, feet or sway along with the rhythm.”

After five years of operation, Line BK, a pioneering digital banking platform in Thailand, continues to post solid business momentum and remains confident in its competitiveness as virtual banks prepare their functions.

Rapid expansion

Line BK is a social banking platform collaboration between Kasikornbank (KBank) and Line Corporation, launched in October 2020 with an initial focus on digital lending under a personal loan licence.

Despite launching during the pandemic, when Thailand’s GDP contracted by 6.1%, Line BK achieved 1 million users just two months after its debut.

The company serves a broad customer base, including salaried employees, freelancers, and underbanked or underserved segments who often lack formal financial statements.

“Even during the pandemic, we continued to grow our business cautiously,” said Tana Pothikamjorn, chief executive at Kasikorn Line, which operates Line BK.

By October 2021, Line BK celebrated its first anniversary with 3.4 million users. Innovative financial products and strategic partnerships have played a crucial role in fuelling Line BK’s business growth.

During its third and fourth years of operation, in 2023 and 2024, the company expanded its user base to 6 million and 7 million, respectively.

However, this growth came amid Thailand’s economic slowdown and rising household debt, posing challenges to business operations.

“Many customers had to leave our platform due to weakened debt repayment capacity,” said Mr Tana.

“We also saw a significant increase in non-performing loans [NPLs], which required more time and effort to manage.”

Keys to success

In October 2025, as Line BK marks its fifth anniversary, the platform has grown its user base to 8 million despite ongoing economic headwinds.

The majority of users are Millennials (aged 29-44), accounting for 66% of total users, followed by Gen Z (aged 13-28) at 20%, Gen X (aged 45-60) 12%, and Baby Boomers (over 60) 2%.

For its digital loan services, he said Line BK serves 855,000 borrowers with an average monthly income of between 15,000 and 30,000 baht.

The average credit line per borrower is 43,000 baht, and this segment’s risk profile is typically higher than that of traditional bank customers, said Mr Tana.

As of the first half of 2025, Line BK’s total loans outstanding tallied 24.4 billion baht, up from 17.6 billion at the end of 2024.

The company aims to expand its loan portfolio to 30 billion baht by the end of this year while keeping NPLs below 3%, despite the sluggish economy and high household debt.

“On average, we receive around 10,000 loan applications a day, reflecting strong demand amid the economic slowdown,” he said.

“We only approve about 1,000 applications or 10% daily, in line with our small scale of operations and focus on maintaining asset quality.”

Although the company has continued to expand its business and manage bad debt effectively, Mr Tana said Line BK recognises the need to strengthen its capabilities and operations in all areas — particularly in risk management, including debt collection and NPL control — to ensure long-term business sustainability.

He said the company is planning to introduce new innovative features to enhance user convenience in 2026.

The platform offers a range of financial products and services, including loans, debit cards, insurance, payments and fund transfers. Line BK also integrates with Line and KBank, delivering a more seamless and connected financial experience to users.

Ready to face new rivals

Mr Tana said Line BK has operated as a virtual bank for five years, gaining valuable experience through both favourable and challenging periods, particularly in terms of NPL management.

The company’s operations have stabilised and are expected to continue growing next year, he said.

With support from KBank, Line BK is not required to acquire deposits in the same way as the first batch of virtual banks. As a result, the company holds a competitive advantage because the cost of deposit acquisition is relatively high.

With registered capital of 10 billion baht, Line BK is well-positioned to sustain its business operations over several years, said Mr Tana.

“We are confident in our capabilities and competitiveness when new virtual banks start operations next year, even amid intensifying competition and a weaker economy,” he said.

On June 19, the Bank of Thailand announced the three successful applicants for the country’s first batch of virtual banks.

The winners are required to commence business operations within one year from the date of the Finance Ministry’s approval, which was June 19. Each licence requires initial registered capital of 5 billion baht.

The winners are: ACM Holding Co (TrueMoney), backed by the Charoen Pokphand Group; Krungthai Bank, collaborating with Advanced Info Service Plc and PTT Oil and Retail Business Plc; and the SCB X consortium, comprising SCB X (the holding company of Siam Commercial Bank), KakaoBank (South Korea’s largest digital bank), and WeBank (a global digital bank known for its advanced technology).

Microsoft has acknowledged a bug in the October Windows 11 update (KB5066835) that renders USB-connected mice and keyboards unusable within the Windows Recovery Environment (WinRE), preventing users from accessing critical repair tools.

The company confirmed the issue and stated it is working to resolve the problem swiftly.

Following the release of the October Windows 11 patch (KB5066835), numerous users reported that their USB-connected mice and keyboards ceased functioning in the Windows Recovery Environment (WinRE). Microsoft has officially admitted the existence of the problem and stated that developers are working on a fix patch.

While this may not affect general users immediately, the WinRE is a vital system necessary when a computer encounters problems, as it aggregates the tools used to rescue a user’s machine. The inability to use the mouse and keyboard in this environment means users cannot access essential troubleshooting tools, such as:

Startup Repair: Fixes issues that prevent Windows from booting.

System Restore: Reverts system settings back to a previously working state.

Uninstall Updates: Removes recent updates that might be the cause of system problems.

Command Prompt: Allows for advanced commands to diagnose and fix system files.

Crucially, if a computer fails to boot three consecutive times, it automatically enters the WinRE screen. Without a functional mouse and keyboard, users will be unable to proceed with any recovery actions, leaving their computer stuck.

While waiting for the official fix from Microsoft, users who encounter this issue can try the following temporary workarounds:

Switch to PS/2 Keyboards and Mice: If an older keyboard or mouse with the round PS/2 port (purple/green) is available, it can be used in the WinRE screen, as the problem only affects USB ports.

Create a Windows 11 Bootable USB: Users can create a Windows 11 installation drive via USB on another computer. Booting from this drive provides a “Repair your computer” option during the setup process, which leads to a fully functional Recovery Environment because it runs from the USB, not the damaged system.

Microsoft has confirmed the bug, stating it “is working to release a resolution in the coming days” but has not yet provided a precise timeline for the fix.

The 2025 Contemporary World Film series presents a screening of Something Like An Autobiography, a Bangladeshi drama that captivated both critics and audiences at noteworthy festivals, at TK Park, 8th floor of CentralWorld, Ratchadamri Road, on Oct 25 at 4pm.

The movie captures the real-life story of a celebrated director and his actress-wife — played by Bangladesh’s renowned director Mostofa Sarwar Farooki and his acclaimed wife Nusrat Imrose Tisha, the country’s best-known film couple.

Farooki, a pioneer of his country’s new-wave cinema, has had his films screened at many festivals around the world, where they have won top awards. Tisha has played the lead in many of his movies.

In addition to directing this film, Farooki also steps in front of the camera for the first time to play the male lead opposite Tisha. They portray their real-life roles as a celebrity couple — Farhan and Tithi — who have been happily married for a decade.

Their peaceful life is disrupted when people begin questioning them on why they do not have a child. They refuse to bow to societal pressure, but unexpectedly, Tithi becomes pregnant. Their peaceful life, however, is disturbed again with a loud and unruly noise from the neighbourhood.

Farhan confronts the source only to discover that it’s the home of an oligarch whom he once criticised on social media. His demand for an explanation triggers a dangerous vendetta. When Farhan fails to return home, a frantic Tithi rushes to the police station only to be ensnared in the oligarch’s web of retribution.

The film event is supported by the Embassy of the People’s Republic of Bangladesh whose ambassador Faiyaz Murshid Kazi will introduce the film.

Also, the director and his actress-wife will attend the screening and present their film.

The movie comes with English subtitles. There is no admission fee to the screening but entry to TK Park is 20 baht (free for members).

Re: “Timor-Leste finally joins the Asean fold”, (Opinion, Oct 14).

Kavi Chongkittavorn’s article brings good news not only to Timor-Leste and Asean countries, but also to global multilateralism in crisis. The accession of Timor-Leste as Asean’s 11th member symbolises renewed confidence in enlarging regional cooperation and inclusive diplomacy.

It also highlights the role of education in Thailand, as many Timorese diplomats who have been trained at Assumption University in Bangkok will have now the chance to serve their homeland in multilateral diplomacy.

Ioan Voicu

Verbal ping-pong

I will not reference any particular letters, nor will I name the contributors who have turned PostBag into their own personal game of verbal ping pong with their tit-for-tats on climate change and global warming, drug use and abuse, and the efficacy of vaccines in fighting disease.

These are undoubtedly important issues, but these battles of words involving three or four serial letter writers does little to enlighten anyone. I was annoyed once by Eric Bahrt’s repetitive letters, but he has been dethroned by some of what we see now. May I add my voice calling on the editor of PostBag to apply more discipline. (Now I will sit back and wait to be called an advocate of censorship.)

David Brown

Cartoon therapy

Your regular syndicate cartoonist Matt Davies needs therapy. Never have I witnessed such one-sided derangement. Even the totality of your publication, unapologetically way left-leaning, appears balanced compared with Davies’ output.

I have zero confidence you will publish this, but here’s hoping.

Gary Fox

Clear as day

Re: “Puppetry ran amok”, (PostBag, Oct 12).

I would have to agree with Eric Bahrt that it is ridiculous, given all the images of starving and suffering Palestinians shown on television, to ask whether any people in Gaza have actually starved since the Israelis declared war on the Palestinians about two years ago!

I honestly don’t see how can people question what is so patently obvious to any neutral observer.

Paul

Wimping out

Re: “Army defends psych-ops”, (BP, Oct 13).

Given the other awful conflicts in the world today, the Cambodian response to Thailand’s bloodless psych-ops (which has been a tactic for hundreds of years) is very wimpy.

Get some ear plugs or turn up the boom box if you have one. Or respond in kind.The UN has much more important things to deal with.

People’s Party (PP) MPs have questioned influencer Guntouch Pongpaiboonwet’s use of a Ministry of Agriculture helicopter to deliver flood relief.

On Sept 26, 2024, Gun Jompalang boarded a helicopter of the Department of Royal Rainmaking and Agricultural Aviation to deliver food supplies to flood victims and residents cut off by damaged roads in Wiang Pa Pao district, Chiang Rai.

The controversy arose after Narongdet Urankul, a party-list MP for the PP, posted images of a helicopter on Facebook, explaining the five primary functions of the Royal Rainmaking and Agricultural Aviation Department under the ministry.

He said any mission outside the main plan must be authorised by the minister.

He would ask which operations had been commissioned by the minister, and whether private individuals were able to use state-owned choppers.

The post drew attention from fellow People’s Party MP Rukchanok Srinork who asked, “Is this the same helicopter that Guntouch used?” tagging him directly to request clarity.

Mr Guntough said he would explain the matter on Monday.

“I have arranged to respond on a pre-recorded TV programme. This avoids unnecessary back-and-forth disputes and ensures transparency,” he said. “If people want to help monitor, I welcome it. It gives me a chance to demonstrate clearly what I have done and to show that there is nothing to hide.”

Guntouch has come under fire for his campaign to blast creepy sounds through loudspeakers at Cambodians living along the border, as part of a nationalistic campaign which also draws on financial support from his charitable foundation to help locals affected by the border row.

Beyond the helicopter issue, Guntouch continues local development work. “The road project in Ban Nong Ya Kaeo has reached 80% completion,” he said.

“Mutual understanding and lawful procedures are key. I am committed to safe initiatives that benefit the community, and I hope our work can serve the public effectively.”

Bhumjaithai Party candidate Wisuda Vicheansil, 31, won Sunday’s by-election in Kanchanaburi province with 53,542 votes, comfortably defeating Shinawat Maendet, 67, of the Pheu Thai Party, who received 36,521 votes.

The by-election was organised in Constituency 4 on Sunday. It happened because Sakda Vicheansil, Ms Wisuda’s father, resigned from Pheu Thai to join the ruling Bhumjaithai Party. Mr Sakda is a deputy interior minister.

In the Sunday’s by-election, 96,058 people cast their votes and constituted 72% of eligible voters in the constituency which covers Bo Phloi, Nong Prue, Huay Krachao and Lao Khwan districts.

Late last month Bhumjaithai easily won a by-election in Si Sa Ket province.

A Chinese man was injured after accidentally falling from the third floor of a hotel early Sunday morning.

Rescue workers were alerted to the incident at a hotel near Balihai headland around 4.40am.

Upon arrival, they found a Chinese man with injuries to his leg, arm and body. He was given first aid at the scene before being taken to a local hospital.

Natthapol Khampard, 38, a hotel employee, said the Chinese man was not a guest. He appeared terrified, ran into the hotel, rushed to the third floor, climbed onto a balcony, tried to evade capture and then fell to the ground.

Hotel security guard Wichai Phuddee, 59, said the man had arrived in a white car with a Thai woman. According to her, the man had earlier been drinking with friends and there had been no argument between them.

The woman later left the hotel in the same car without checking on the injured man, the guard said. Pattaya police are investigating the incident.

Re: “Timor-Leste finally joins the Asean fold”, (Opinion, Oct 14).

Kavi Chongkittavorn’s article brings good news not only to Timor-Leste and Asean countries, but also to global multilateralism in crisis. The accession of Timor-Leste as Asean’s 11th member symbolises renewed confidence in enlarging regional cooperation and inclusive diplomacy.

It also highlights the role of education in Thailand, as many Timorese diplomats who have been trained at Assumption University in Bangkok will have now the chance to serve their homeland in multilateral diplomacy.

Ioan Voicu

Verbal ping-pong

I will not reference any particular letters, nor will I name the contributors who have turned PostBag into their own personal game of verbal ping pong with their tit-for-tats on climate change and global warming, drug use and abuse, and the efficacy of vaccines in fighting disease.

These are undoubtedly important issues, but these battles of words involving three or four serial letter writers does little to enlighten anyone. I was annoyed once by Eric Bahrt’s repetitive letters, but he has been dethroned by some of what we see now. May I add my voice calling on the editor of PostBag to apply more discipline. (Now I will sit back and wait to be called an advocate of censorship.)

David Brown

Cartoon therapy

Your regular syndicate cartoonist Matt Davies needs therapy. Never have I witnessed such one-sided derangement. Even the totality of your publication, unapologetically way left-leaning, appears balanced compared with Davies’ output.

I have zero confidence you will publish this, but here’s hoping.

Gary Fox

Clear as day

Re: “Puppetry ran amok”, (PostBag, Oct 12).

I would have to agree with Eric Bahrt that it is ridiculous, given all the images of starving and suffering Palestinians shown on television, to ask whether any people in Gaza have actually starved since the Israelis declared war on the Palestinians about two years ago!

I honestly don’t see how can people question what is so patently obvious to any neutral observer.

Paul

Wimping out

Re: “Army defends psych-ops”, (BP, Oct 13).

Given the other awful conflicts in the world today, the Cambodian response to Thailand’s bloodless psych-ops (which has been a tactic for hundreds of years) is very wimpy.

Get some ear plugs or turn up the boom box if you have one. Or respond in kind.The UN has much more important things to deal with.

In the digital era, a number of well-known chief executives are breaking free from the conference room to capitalise on social media, seeking to brand themselves, talk to customers and build fan communities to strengthen their businesses.

One advocate of the “CEO branding” approach is Komsan Lee, founder of Flash Group, Thailand’s first unicorn company.

He recently live-streamed for the first time to promote his new company Mad Unicorn and introduce its first product: “Jujub” dried jujube snack.

Mr Komsan said live-streaming brings him closer to his customers.

Another well-known CEO promoting his opinions via both offline and digital channels is CK Cheong, chief executive of Fastwork.co, an online freelance marketplace that recently registered 5 million users.

Mr Cheong is known for delivering messages promoting financial literacy. He collaborates with celebrities from time to time by inviting them to speak on podcasts, then edits clips that often go viral.

His frank speaking style and passionate personality attracts followers, which helps to raise consumer awareness of the Fastwork platform.

THE PASSIONATE CEO

Another business leader active in CEO branding is Peeradon Hemyakorn, the founder and chief executive of iHAVECPU, who is better known to his online fans as phi pao, or elder brother Pao.

Mr Peeradon transformed a 40,000-baht startup into a 3-billion-baht computer retailing empire by live-streaming and relentlessly connecting with his community.

The company sells everything from individual components to custom-built gaming and workstation PCs — both online and through 16 branches nationwide.

Mr Peeradon started the business 12 years ago, inspired by his love for building PCs. He began by importing and selling used computer parts online.

“In the beginning, I worked alone. No physical store, just online sales. The competition was fierce,” he recalled.

“I had to stand out. So instead of posting product photos and specs like everyone else, I went live on Facebook.”

Mr Peeradon started live-selling on Facebook eight years ago, just as social media in Thailand was starting to take off.

“I remember my first live-stream attracted more than 400 viewers. Customers could ask questions, watch me build systems, and see my work up close. Going live brought the CEO closer to users,” he said.

Driven by passion rather than money, Mr Peeradon has continued to live-stream regularly ever since.

“I’ve done more than 900 live sessions as of 2024,” he said.

Though naturally shy, Mr Peeradon said he overcame his nerves with a single bold move — hitting the “Go Live” button.

“I had no script, no creative team — just me being myself. Everything you see is authentic and unscripted,” he said.

His live-streams fall into two categories: PC performance testing and gaming streams, with viewership peaking at 4,000 during product testing, and up to 50,000 during gaming sessions.

“Live-streaming is a give-and-take experience. I share knowledge and keep it fun. That’s the formula,” said Mr Peeradon.

He said CEO branding should begin with dedication and the ability to seamlessly align your vision with a clear purpose. The practice must also incorporate authentic personal branding and the style of knowledgeable influencers for credible reviews.

PERFECT TIMING

Mr Peeradon said his form of CEO branding did not begin as a strategy, but rather a necessity.

“In the last two years, CEO branding has become a trend. But in my case, it wasn’t planned. I was pushed into it by the situation,” he said.

However, Mr Peeradon warned that CEO branding can be a double-edged sword.

“If the brand is tied too closely to the CEO, and that CEO disappears or has some negative issues or sentiments, the brand can vanish too,” he said.

The branding must be built on dedication, purpose and authenticity, supported by a deep knowledge of the business.

“You have to be yourself, be different, and be an expert in your field. When you have passion and knowledge, people respect you — customers and employees alike,” said Mr Peeradon, adding another important factor is consistency.

“To beat me, you’ll have to live-stream six hours a day, know your field inside and out, and show your true personality,” he said.

“A good live-stream isn’t just about talking. Tone, expression, pacing and presence all play a part.”

TRUST OVER PRICING

Mr Peeradon said the power of CEO branding lies in building trust, not a race to offer the lowest price.

“When people trust you, your brand stays top of mind. You don’t need to compete on price. With live-streaming, I create my own blue ocean. I’m not just a CEO — I’m a streamer who sells computers,” he said.

“Fun, informative and entertaining — that’s the vibe. Sometimes I even cosplay to match the character I’m playing. You need to truly understand your audience. I become whatever they need me to be.”

Mr Peeradon opened his first physical store five years ago. Currently iHAVECPU’s revenue is evenly split between online and offline channels.

He said the retail sector remains a brutal red ocean market where price comparison is constant and margins are thin. His strategy continues to be building community through live-streams and social media.

“Every day I ask myself: ‘Did I do well today?’ I once streamed for nine hours — I even had dinner live with more than 1,000 people watching,” said Mr Peeradon.

“In business, there are no permanent allies. If you don’t fight, you die.”

SOLVING PROBLEMS

Mr Cheong told the Bangkok Post when he first started creating content, he never intended to be famous or build a brand.

“I started because I wanted to solve a problem — an urgent one.”

In Thailand, he said the media has always been one-sided and lacking. It tells people to buy real estate even when supply far exceeds demand, pushing young generations into debt at an early age.

“The media promotes mutual funds as a safe and diversified investment without explaining that unless you outperform the S and P 500, you are not really getting ahead. Today most of Thailand knows about the S and P 500 because of me,” said Mr Cheong.

The S and P 500 refers to Standard and Poor’s 500 Composite Stock Price Index, which tracks the share prices of 500 of the largest publicly traded companies in the US.

“I did not start making content to be famous. I did it because I wanted to change Thailand. Without a voice, Thailand cannot change. Change does not come from one man, it takes an army of dreamers who believe Thailand can be better and who can think with the same boldness as Americans,” he said.

“I am not driven by fame, fear or perception. I do not care about looking good, I care about doing good. As long as I know what I am doing is a net positive for society, I can live with a million haters and still sleep well at night.”

BLUE OCEAN

Jirayut “Topp” Srupsrisopa, founder and chief executive of Bitkub Capital Group Holdings, a Thai digital assets and blockchain technology firm, told the Bangkok Post he sees CEO branding through two perspectives.

“From the perspective of Bitkub, I think back to when we started and how the entire landscape was different. Most startups were born into a red ocean, fighting ferociously over the same territory, trying to differentiate themselves just to survive,” he said.

Bitkub started in a blue ocean, which means a new market that nobody knew, trusted or understood.

Being in that position was like being in a small, calm blue bay surrounded by a massive, stormy red ocean, said Mr Jirayut.

However, if Bitkub did not branch out from the bay, it risked being swallowed up by the waves, he said.

One of the most critical strategies to grow the company’s blue ocean was branding, said Mr Jirayut.

“I don’t separate personal branding from branding because, for me, they aren’t separate. The brand of the person and the organisation are two sides of the same coin. Everything we communicate, whether as Topp Jirayut or as Bitkub, reflects our core identity, our goals, and our ‘why’,” he said.

Mr Jirayut said this identity is critical because it’s the one asset nobody can copy.

“This is the essence of a blue ocean strategy and the reason people choose your product over countless similar options. This is why they forgive you when mistakes are made — why they remain loyal,” he said.

“When you clearly communicate your identity, people who share your beliefs will join your mission. That is the foundation of a truly resilient organisation.”

The other perspective pertains to his personal role. When he founded Bitkub, Mr Jirayut said Thailand had almost no knowledge of cryptocurrency.

“I saw this as a massive opportunity cost for the country, one that was increasing every day,” he said.

“This wasn’t something I could afford to ignore. Educating society about this new financial world became my mission.”

At that time social media was the most powerful tool available to communicate this mission quickly to Thais, and his image became inseparable from Bitcoin.

“But looking deeper, I never set out to build a personal brand. My focus was always on the mission,” said Mr Jirayut.

“If you have a clear objective and dedicate yourself completely to it, you will naturally become the embodiment of that mission without ever having to fake it.”

He said branding isn’t about superficial appearances — it’s communicating your identity and mission.

“The goals I anticipated from building the brand were to create greater stability and security for the organisation, and pushing Thailand to understand the financial system of the future, helping us keep pace with the rest of the world. These were the foundational targets,” said Mr Jirayut.

LONGEVITY HUB

He said he never takes for granted the privilege of using his brand to drive other issues that are meaningful to society.

“A key example is health. I only began to take my own health and wellness seriously about a year ago,” said Mr Jirayut.

As he shared his journey and what he was learning on social media, people in his network and many new followers started telling him his posts inspired them to focus on their own health and start exercising.

After researching Thai healthcare, Mr Jirayut said the country is facing a major health crisis that will create a domino effect, impacting everything from its demographic structure and national productivity to its ability to compete on the global stage.

“I believe we can turn this crisis into a massive opportunity. We can transform the aged society problem into a new S-curve for our country,” he said.

“My next goal is to build Thailand into a global longevity hub. This is the next great mission, and I intend to use my brand as a tool to make it happen.”

STRATEGIC ASSET

Pawat Ruangdejworachai, president and chief executive of Media Intelligence Group, said in many organisations CEO branding is much more than just a personal image — it is a strategic asset that reflects the organisation’s leadership, credibility and unique market position.

“Over time, it cultivates a strong fanbase and positions the CEO — and by extension, the company — as a trusted authority,” he said.

A professional, owner of a company or a startup can adopt the CEO branding approach, but it requires them to develop their own unique style, said Mr Pawat.