thailandedition
TCP shares 3 business lessons for growth in Asian markets

TCP shares 3 business lessons for growth in Asian markets

Thansettakij•Economy•22m ago

Reader Briefing

Sarawut Osathanugrah of TCP Group shared strategies for international expansion and SME development at THE STANDARD ECONOMIC FORUM 2026.

  • •Sarawut Osathanugrah discussed business lessons from China, Vietnam, and Malaysia.
  • •TCP Group emphasized the importance of localization and partner expertise over relying on past successes.
  • •TCP Group supports Thai SMEs through the Big Brother and Durbell Successor programs.

Overview

  • •Sarawut Osathanugrah, CEO of TCP Group, spoke at THE STANDARD ECONOMIC FORUM 2026: Reinvent Thailand on the topic of creating new capabilities for a changing world.
  • •Sarawut Osathanugrah stated that past organizational successes may be insufficient for future competition due to rapidly changing consumer behavior.
  • •TCP Group utilized online coordination with the local government to complete a factory construction project in Sichuan Province during the COVID-19 pandemic.
  • •The Very Thai Music Festival 2026 in Huzhou drew approximately 80,000 attendees over two days and 410 million online views.
  • •TCP Group developed the Warrior energy soda specifically for the Vietnam market after studying local consumer needs.
  • •TCP Group has collaborated with the Central Committee of Vietnam Youth Federation for over 7 years to develop youth skills and community sports fields in 20 provinces.
  • •TCP Group operates the Big Brother project in collaboration with the Thai Chamber of Commerce and the Board of Trade of Thailand, which is entering its 10th year.
  • •Sarawut Osathanugrah suggested that Small AI can help small entrepreneurs analyze sales and forecast inventory.

Full article content is available on the original source.

Read on Thansettakij (Thai Version)View in Google Translate

Source: Thansettakij (Original)

Key Entities

Person

Sarawut Osathanugrah(สราวุฒิ อยู่วิทยา)
CEO of TCP Group who shared business experiences from China, Vietnam, and Malaysia.

Organization

TCP Group(กลุ่มธุรกิจ TCP)
A business group with factories, strong brands, and a distribution network reaching over 140,000 stores nationwide.
Tourism Authority of Thailand(การท่องเที่ยวแห่งประเทศไทย)ℹ️
A partner in the Very Thai Music Festival 2026.
The Central Committee of Vietnam Youth Federation
An organization TCP Group has worked with for over 7 years to develop youth skills in 20 provinces.
Thai Chamber of Commerce(หอการค้าไทย)
A collaborator with TCP Group on the Big Brother project.
Board of Trade of Thailand(สภาหอการค้าแห่งประเทศไทย)
A collaborator with TCP Group on the Big Brother project.

Place

Sichuan Province(มณฑลเสฉวน)ℹ️
The location of a new TCP Group factory construction project.
Huzhou(เมืองหูโจว)ℹ️
The city where the Very Thai Music Festival 2026 was held.
Vietnam(เวียดนาม)ℹ️
A market where TCP Group implemented localization and collaborated with youth federations.
Malaysia(มาเลเซีย)ℹ️
A market where TCP Group learned to utilize local partner expertise for product sizing decisions.
China(จีน)ℹ️
A market where TCP Group learned about the importance of operational support systems.

Policy

Big Brother
A project by TCP Group, the Thai Chamber of Commerce, and the Board of Trade of Thailand providing consultancy to entrepreneurs.
Durbell Successor Program
A program providing a space for business heirs of partners to exchange experiences.