Kai Hua Roh 3rd Generation Heir's 10-Year Brand Evolution

Thansettakij•Economy•19d ago

Reader Briefing

Pimpicha Utsahajit is transforming Kai Hua Roh from a comic book into a character brand and intellectual property ecosystem.

•Pimpicha Utsahajit joined the family business management in 2014.
•Kai Hua Roh is expanding its business model into Media, Content, Collaboration, Licensing, Events, and Merchandise.
•The brand is developing new intellectual properties including the 'Kon Ja Blur' series, 'Nong Hee Ha', and 'Holy Ship'.
•Pimpicha Utsahajit identifies the lack of a supporting ecosystem for Thai IP as a primary challenge for growth.

•Pimpicha Utsahajit began managing the family business in 2014.
•Kai Hua Roh now defines itself as a cartoon brand focusing on Thai-style humor and characters rather than just a comic book.
•Kai Hua Roh is implementing a 'Trial and Error' approach via a 'Sandbox' to experiment with new content and characters.
•Pimpicha Utsahajit views characters in the current era as similar to Pop Stars or Idols capable of having fanbases.
•Kai Hua Roh is positioning 'Pang Pond' for kids and families, while 'Nu Hin' is targeted toward the newer generation.
•Pimpicha Utsahajit notes that managing an established brand is difficult because changes often trigger resistance from long-time fans.
•Pimpicha Utsahajit utilizes the 'Savings of the Heart' (Banchi Om Jai) philosophy taught by parents to build relationships with partners and customers.
•Kai Hua Roh is organizing Character Fest under the theme 'Pop Star Party' to transition into a Pop Culture Festival.

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Pimpicha Utsahajit

"Doing good for others causes no harm; if you have the opportunity, do it."

การทำดีต่อคนอื่นไม่มีอะไรเสียหาย ถ้ามีโอกาสก็ทำไว้เถอะ

Pimpicha Utsahajit(นิว-พิมพ์พิชา อุตสาหจิต)

The third-generation heir who has managed the Kai Hua Roh family business since 2014.

Kai Hua Roh(ขายหัวเราะ)ℹ️

A long-standing Thai cartoon brand transitioning into a character and intellectual property business.

Thansettakij(ฐานเศรษฐกิจ)

The media outlet to which Pimpicha Utsahajit provided an interview.