This post started off as a follow-up to The Story of EST Cola. Thought to have come across another story of a Thai company standing up to a multinational conglomerate, I started to research The Pizza Company. Its founder did refuse to fold to Pizza Hut and he is Thai. But in another way he isn’t. This is what happens when business acumen, opportunity and sheer luck align. The tale of an empire that helped shape modern-day Thailand.
Fascinated by retail in Thailand, I started paying attention to the differences compared to its Western counterpart. One distinction is related to branding in casual wear and denim. Where Western advertising highlights when a brand was conceived, the Thai counterpart emphasizes where it originates from. This historical infatuation with foreign products has led to an ingenious new approach to branding. Counterfeit products and licencing are out. Inventing foreign brands is in.