Issue 45

Starting from its strong base in Thailand, Prakit Advertising has branched out into ASEAN with much success, owing to a deep understanding of local markets.

Advertising is a highly competitive business everywhere in the world. While some agencies may focus only on domestic business, 40-year-old media company Prakit Advertising has expanded its services into Cambodia and Myanmar.

“We are a 100% Thai-owned company with plenty of experience in [providing] advertising solutions,” says Chantup Desabaedya, managing director of Draft FCB in Cambodia. “The combination of these qualities with our local experts, who understand local advertising characteristics makes us extraordinary.”

Desabaedya says that the agency recently changed its name to FCB Cambodia from DRAFT Advertising, which was established 20 years ago. Today, FCB Cambodia is a full-service agency providing creative work, media services, activation and digital services. The agency has also established a brother company called Professional Media Cambodia that focuses on media services.

“In Myanmar, we call the company Prakit Advertising Myanmar,” says Desabaedya. “Though the agency there has been established for only two years, we offer a full range of advertising and creative services with very good feedback from the market.”

The agency has key clients such as SCG, Dell, AirAsia, Kubota, Zenya Green Tea and NCX Honda in Cambodia, and RedBull and AirAsia in Myanmar.

One of the most important factors in gaining and retaining clients is building up a long term relationship, according to Desabaedya. “We always try our best to support clients by using our expertise with the belief that if clients achieve their target in the market, they will surely stay with us for a long time.”

“In Cambodia, we organised product launches for NCX Honda and SCG Muangthong United’s ASEAN Tour 2016 to Cambodia,” says Desabaedya. “In Myanmar, we have just launched AirAsia’s new route from Yangon to Penang where we sent flash mobs around Yangon, which worked very well to attract the attention of people there.”

Desabaedya reveals that the company’s success in the regional advertising industry is due to a deep understanding and familiarity with the local markets.

“We blend our international knowledge with local understanding,” says Desabaedya. “Connection and business partnerships are very important for these markets. We always build and empower our local team; if the team is strong, the company will be strong as well.”
The future is bright for the advertising industry in both Cambodia and Myanmar with much room for growth.

“For Cambodia, we know which areas we will be able to expand in the market – namely activation and media. We have also just approached a highly experienced executive creative director to join our team,” says Desabaedya.

“For Myanmar, the market has a high potential to grow. Currently, we are trying to expand our team and increase corporation with local partners.”

Words by Pimsirinuch Borsub 

Issue 43

Thailand and Chile share a long history of cooperation and the recently-signed free trade agreement (FTA) promises even greater collaboration for both countries.

The free trade agreement signed by Thailand and Chile in November 2015 will contribute to the economic growth of both countries, states Javier Becker, the Chilean Ambassador to Thailand.

“The FTA does not only facilitate trade and business related activities between Thailand and Chile but it will also drive innovation through diversity and provide competitive advantages to importers and exporters of both countries,” says Becker.

In 2016, both countries will start implementing all the rules and regulations of the FTA.

“I believe this will enhance the competitiveness of Chilean products [coming] into Thailand, leveling the market conditions with other countries such as Australia, New Zealand, the US and the EU,” says Becker. “The FTA will also allow the introduction of new products and services, increase intra-regional distribution channels and offer competitive prices, which will satisfy customer or market demand in the long run.”

The ambassador is planning to host some seminars for the Thai business community upon how to conduct businesses with Chile. “Another major plan is to set up a Thai-Chilean Chamber of Commerce to build a long-lasting trade relationship with Thailand,” he says.

The FTA is the latest episode in a long history of diplomacy between the two countries, which commenced in 1962. From 1967-1970, Chile had a chargé d’ affaires with residence in Bangkok. “Later on our representative was the Ambassador with residence in Tokyo until the opening of the Embassy in 1981,” Becker says.

The two countries signed a bilateral agreement in 1981, and formed, the Chilean Export Promotion institution (ProChile) in 2012. “ProChile has a very active role in facilitating the entrance of new Chilean export companies into the kingdom,” Becker says.

According to ambassador Thailand has been the destination for the largest Chilean investment in Southeast Asia. In July 2012, Magotteaux, a subsidiary of Chile’s Sigdo Koppers Group, officially opened its second factory in Saraburi province to be its regional production base. This was followed by a third factory in 2014, and it is now the company’s manufacturing and logistics hub in Asia.

“The kingdom has many favorable conditions for business opportunities due to its location, infrastructure and resources,” Becker adds.

Nonetheless, he admits that promoting relationships between both countries is rather challenging due to their geographical distance.

“Our main focus is to promote knowledge through food, culture and people,” he says, adding that Thailand has received much coverage in Chilean media over the last few years. “This has created interest and provided better understanding about Thailand. Every year, approximately 15,000 Chilean citizens visit Thailand and we are happy to see that our nationals have a lot of interest in this country.”

Words by Manisa Maini

Issue 44

Despite an impressive performance last year, TAT’s new governor has announced a shift in direction for the tourism industry.

Last year was a record breaking year for Thailand’s tourism industry.

According to the preliminary figures from the Ministry of Tourism and Sports, 29.8 million visitors came to the country, an increase of 20% on 2014, generating 1.4 trillion baht ($42 billion) of revenue – up 23% on the preceding year.

However, this year the Tourism Authority of Thailand (TAT) will no longer concentrate on tourism numbers, its governor, Dr Yuthasak Supasorn, told assembled media at the ASEAN Tourism Forum (ATF), held in Manila from January 20 to 22.

“For this year, we will be focussing less on the number of visitor arrivals and more on attracting quality tourists,” he said at the January 22 country briefing. TAT is targeting 2.4 trillion baht ($66.5 billion) in revenue this year – 1.5 trillion baht from international markets and 850 billion baht from domestic travellers.    
In order to achieve this, TAT is emphasising Thailand’s growing reputation as a spa and wellness destination.

“Our primary focus will be to promote the kingdom as a ‘Quality Leisure Destination through Thainess’,”
Dr Yuthasak Supasorn said. “TAT is aiming at enhancing the image of Thailand as a quality leisure destination for the quality tourist markets by offering ‘Thainess’ as a unique selling proposition.”

Part of this strategy is to promote medical tourism.

“Thailand’s private hospitals have internationally certified physicians and specialists in a wide range of fields backed up by state-of-the-art medical facilities,” he said. “Also, we have seen remarkable advancement in anti-aging care in Thailand. The wellness centres offer a full range of services from a complete ‘eat clean’ diet to personalised regenerative and metabolic treatments.

“The art of rejuvenation and healing, from organic spa therapies to traditional Thai massage, is an integral part of Thai culture. Our wellness providers are consistently recognised as among the best in the world.”

One of these is Kamalaya Wellness Sanctuary and Holistic Spa on Ko Samui. It won the Spa of the Year (Southeast Asia and the Pacific) from the Asia Spa Awards 2015, in November, and was named Best Destination Spa at the prestigious Condé Nast Traveller Spa Awards held in London on February 2.

“We are thrilled and honoured to receive this esteemed award from Condé Nast Traveller and are truly grateful for the outstanding recognition this award bestows on the Kamalaya team whose warm-hearted dedication to our guests is such an inspiration,” Kamalaya founders Karina and John Stewart said upon receiving the accolade.

The DITP has for a long time been heavily involved in promoting Thailand’s health and wellness sector, now with TAT’s new direction, it seems many resorts are destined to follow Kamalaya on its Road to Wellness.

Words by Mark Bibby Jackson

Issue 42

For many the health and wellness industry is all about relaxation, but for those involved in the sector it requires constant professional development.

Thailand’s health and wellness sector has an international reputation for quality. In order to maintain this, industry professionals must seek to continuously improve themselves. This is something recognised by the head of the Thai Spa Association.

“The long-term success of this business increasingly depends on qualified individuals who can deliver treatments with substance,” says Krod Rojanastien, the president of Thai Spa Association and sales and marketing manager of Chiva-Som International Academy.

Established in 2003 following the success of Chiva-Som International Health Resort in Hua Hin, the academy was founded to create a standard training facility dedicated to the industry. It has been accredited by the Confederation of International Beauty Therapy and Cosmetology (CIBTAC), which is the education arm of the British Association of Beauty Therapy and Cosmetology (BABTAC).

“All of our courses at the academy have been developed from experience gained in Chiva-Som's 19 years in the spa and health business, with the aim to drive Thai spa therapists to an international level,” Rojanastien adds.

Chiva-Som Academy is one of many institutions that not only provide Thai massage courses, but also training in the wider fundamental principles of wellness, such as spa treatments that require extensive anatomical knowledge.
“Primarily, students should understand … anatomy and physiology, such as the body, organs and skeletal systems, for instance,” says Rojanastien. “Today, education is vital. Standards are also important. For spa and wellness, we have been focusing on education, standards and innovation.”

The academy delivers highly effective training programmes focused on spa, holistic and aesthetic therapies to develop the skills of practitioners.

“Our courses cover foundation, massage therapy, beauty therapy, health and wellness therapy, physiotherapy, and development and management for people who would like to have their own business,” says Rojanastien.

“[We provide] quality education both in theory and practice on all courses offered to produce highly trained therapists not only capable with knowledge and skills but also the attentiveness and enthusiasm to provide services to the clients sincerely and effectively,” says Rojanastien.

The work of the academy is helping to ensure Thailand’s position as a market leader in the health and wellness sector for years to come.

For more information, visit www.chivasomacademy.com

Words by Natthinee Ratanaprasidhi