Sasin and INTCC Host Key Event
A recent executive forum, co-hosted by Sasin School of Management and the Indonesia-Thai Chamber of Commerce, explored strategies for scaling businesses across Thailand and Indonesia. Experts discussed navigating unpredictable global changes, including political shifts, economic downturns, and rapid AI advancements, to seize opportunities in dynamic markets.
AI’s Role in Business Evolution
Consumer Trends Embrace Technology
Rachada Apiromdej, CEO of THINK NEXT ASIA, revealed that 92% of companies plan to boost AI investments, with 70% of Asia Pacific consumers anticipating rewarding AI-human interactions within a decade. She noted Generation Beta, born in 2025, will enter novel careers like space architecture, driven by technological innovation.
Winning Consumer Trust
Mirror, Mirror and Heritage Renewed Trends
Rachada highlighted trends like ‘Mirror, Mirror,’ where ING Bank’s AI app visualizes financial futures, and ‘Heritage Renewed,’ exemplified by the video game Black Myth: Wukong. This game, rooted in Chinese mythology, boosted tourism to featured sites by 300%, showcasing cultural resonance as a market advantage.
Adapting to Global Volatility
Samudera’s Expansion Strategy
Bani Maulana Mulia, CEO of Samudera Shipping Line, emphasized continuous adaptation amid trade volatility and supply chain disruptions. He stated that Thailand’s advanced market has pushed the Indonesian company to expand internationally, viewing improvement as essential for survival in competitive global landscapes.
Overcoming Regulatory Challenges
Bank Maspion Builds Local Trust
Kasemsri Charoensiddhi, President of Bank Maspion, shared that entering Indonesia required rebuilding trust by leveraging Thai investor networks and adapting services to local needs. Understanding customer behavior and adhering to regulations were pivotal in establishing credibility and fostering growth in new markets.
Aligning with Local Preferences
Garuda Indonesia’s Cultural Approach
Kun Riana Aplika, Bangkok branch manager for Garuda Indonesia, discussed overcoming outdated regulations from Indonesia by adopting cultural sensitivity measures. These efforts ensure the airline’s services meet local expectations while maintaining international standards for passenger safety and comfort.
Seizing Market Opportunities
Banpu’s Renewable Energy Pivot
Niwat Boonyad, senior vice president at Banpu, explained how local market research uncovered opportunities in Indonesia’s renewable energy sector. Banpu’s shift from coal to clean energy, supported by digital platforms and local partnerships, aligns with global sustainability trends and enhances competitive positioning.
Empowering Future Leaders
Human Resource Development Key
Mulia stressed the importance of leadership training and international exposure to prepare the next generation for rapid change. He urged businesses to embrace disruptions as catalysts for faster adaptation, ensuring innovation and resilience in an increasingly unpredictable global business environment.
