4/2023 http://thailand.ahk.

de

T H E M A G A Z I N E O F T H E G E R M A N -T H A I C H A M B E R O F CO M M E R C E

BEAUTY AND COSMETICS

Beauty care in Thailand – Balancing core products, Celebrating 10 years
An attractive market quality, and innovation: of German-Thai
Beiersdorf’s formula for co-operation in vocational
success education and training

PREMIUM PARTNERS 2023 ANNUAL PARTNERS 2023

 FROM THE EDITOR

Dear readers,

Thailand’s beauty and cosmetics market is one of the largest among South-East Asian countries.
The market value ranked third in South-East Asia in 2022 at US$ 5.3 billion, after Indonesia (US$
7.2 billion) and the Philippines (US$ 5.5 billion). Thailand ranked first in Asia’s cosmetics industry
in terms of Original Equipment Manufacturers (OEM) production value, according to the
International Academic Research Conference 2022. The country has already established itself as
a beauty hub of innovation and quality.

The Thai beauty market grew 9.5 per cent in 2022, with a total value of Thai Baht 149 billion,
according to Euromonitor. Although the market suffered massively during the COVID-19 pandemic,
it has shown remarkable resilience due to the strength of e-commerce and social media. The
market is projected to grow by 5.2 per cent annually from 2023 to 2028.

German company Beiersdorf, producer of skincare products including NIVEA and Eucerin, has
become one of the key players in the Thai beauty market. With the availability of its products
through distributors since 1927, NIVEA has been the market leader in the categories of skincare,
men-care and suncare. Extensively renovated with state-of-the-art technology and machinery
in 2019, Beiersdorf’s factory in Bang Phli has become the company’s second-biggest production
centre after Germany to produce NIVEA products for the global market.

Henkel, another German company, has been successful in Thailand for more than 50 years with
the iconic hair care brand Schwarzkopf, which has been well-positioned in Thailand’s hair beauty
market since 1956. Its brand portfolio includes hair care, hair styling and hair colouration, with
several local brands.

The market for beauty treatments such as cosmetic surgery and anti-ageing treatments has also
shown consistent strong growth in Thailand. Many of the treatment businesses are under the
management of well-known hospitals, such as Bumrungrad Hospital’s Vital Life Wellness Centre
and MedPark Hospital’s Dermatology and Aesthetic Clinic Hair Centre. The growth of beauty
treatments is partly driven by medical tourism which is heavily promoted by the Thai government.

As the beauty and cosmetics industry is highly related to health, products must be of high quality
and safety. There are several regulations in Thailand that multinational companies need to comply
with, such as Food and Drug Administration (FDA) regulations for which they need to get licences
from the FDA’s Cosmetics Control Division, before importing or manufacturing their cosmetics
products. The FDA also provides guidance on labelling requirements as well as prohibited and
restricted substances lists.

I trust you will enjoy an interesting and informative read.

Dr. Roland Wein

UPDATE is published quarterly by the German-Thai Chamber of Commerce (GTCC) and distributed through an
electronic platform to members and qualified non-members in Thailand and abroad. It is also available on our
website: thailand.ahk.de/en/publications.

Any opinions expressed in articles in this e-magazine do not necessarily reflect the views of the Chamber.
UPDATE welcomes story and photo contributions from members and non-members alike. Articles may be
reproduced with acknowledgement, except for those taken from other sources.

For inquiries, please contact: communications@gtcc.org.

Publisher/Editor-in-Chief: Editor & Communications Director: Design & Layout: Sub-Editor:

Dr. Roland Wein Chadaphan Maliphan Sorapol Liengboonlertchai Tony Oliver
 CONTENTS

BEAUTY AND COSMETICS CHAMBER ACTIVITIES

04 Beauty care in Thailand – An attractive market
07 Tackling the Thai hair beauty market with
innovation, quality and competence
10 Balancing core products, quality, and innovation:
Beiersdorf's formula for success
14 Unlocking your unique beauty: The rise of
personalised aesthetic transformation
16 The evolving landscape of cosmetic procedures
in 2023: A post-COVID perspective
CHAMBER ACTIVITIES
18 GTCC Phuket Activation Lunch
27 GTCC Multi-Chamber Eastern Seaboard Briefing
with Mazars in Thailand and Networking
BUSINESS BRIEFS
30 Smart Siam Consulting Limited announces
partnership with A. Eberle GmbH & Co. KG
30 Christian Ruge appointed GM of Sindhorn
Kempinski Hotel Bangkok
GTDEE INSIGHT
32 Handover of Industrial Meister in Mechatronics
Certificate

18 Celebrating 10 years of German-Thai co-operation 33 DIHK-AHK Mechatronics Certificate Handover

in vocational education and training Ceremony at E.Tech

20 GTCC Executive Director’s mission to Germany 34 Workshop for BMW Service Apprentice Programme
batch 2022
22 Meeting the Governor of Bangkok
22 Global Sustainability & Productivity Network
(GSPN) Dialogue 2023
MEMBERS’ CORNER
23 Thai-German Energy Dialogue 38 New GTCC members
24 AHK Finance Workshop in Bangkok
TRADE FAIRS
25 “German Day” at ASEAN Sustainable Energy Week
2023 40 INHORGENTA MUNICH 2024
25 Designated German Ambassador to Thailand 41 ITB Berlin 2024
Dr. Reichel and spouse visit GTCC Office
 04 BEAUTY AND COSMETICS

Beauty care in Thailand – An attractive market

Thomas Hundt
The beauty products market in Thailand ranked third in South-East Asia in 2022 at US$5.3 Thailand: Sales of beauty care
billion, after Indonesia (US$ 7.2 billion) and Philippines (US$ 5.5 billion). Market observers products in 2022 (US$ million)
forecast that sales in Thailand will grow at an annual average of 5.2 per cent until 2028.
Segment 2022
PURCHASING POWER AT A MEDIUM LEVEL BUT RISING
Personal care 3533
The International Monetary Fund forecasts annual increases in national income of around Skin care 801
5 per cent until 2028. The average household consists of three persons and had a monthly
income of about US$ 850 in 2021. Of this, they spend about US$ 22 per month on personal Cosmetics 635
care.
Fragrances 322
Source: Statista 2023.

PREMIUM, HEALTH AND NATURE

TRENDS

According to surveys, consumers are willing

to pay more money for premium and natural
products. Since COVID-19, they are paying
even more attention to their health and
inform themselves more comprehensively,
which is why products recommended by
dermatologists or other doctors are in
demand. Products based on herbs and plant
extracts are also selling particularly well,
according to the Thai Cosmetic Manufacturers
Association. Domestic suppliers are strongly
represented in this segment.

UPDATE 4/2023
 BEAUTY AND COSMETICS 05

Cosmetics that lighten the skin are a little less

popular. Because the whitening ingredients
are considered hazardous to health and
some have even been banned, the demand
for whitening products is waning. The skin's
appearance should rather shine brightly and
naturally. Many beauty and make-up trends
come from the Republic of Korea and that
country’s cosmetics and care products
promise a soft, glowing "K-beauty look".

INFLUENCER MARKETING WORKS

Consumers spend considerable time on the

Internet as well as on social media channels.
The top social media platforms are
Facebook, Instagram, Line and TikTok.
Consumer goods marketing is commissioning
more and more influencers and the strategy
is successful. If influencers recommend a
beauty product and readers comment
positively on their recommendation, sales “ The beauty products market in Thailand ranked third
increase. According to a consumer survey
by Rakuten Insight, influencers influenced in South-East Asia in 2022 at US$5.3 billion, after
two-thirds of all cosmetics purchases in
May 2023.
Indonesia (US$ 7.2 billion) and Philippines (US$ 5.5
billion).”
Influencers link directly to sales platforms
such as Lazada or Shopee on their channels.
Sales of beauty products via online retail STYLISH YOUNG AND OLD PEOPLE
accounted for about a quarter of total sales
in 2022. Sales via bricks-and-mortar retail The younger generation is keen to experiment and follow trends, and is open to new, smaller
are also diverse. Multi-brand stores offer brands. Celebrities from the Republic of Korea are popular. More than half of Thai consumers
cosmetics and care products in a large in 2022 said that the Republic of Korean beauty ideals were popular.
selection at competitive prices. Supermarket
and drugstore chains also serve the The beauty industry is not just targeting the younger Y and Z generations. Half of the
mass market, while premium population is older than 40 years but wants to look young and beautiful. Many people buy
brands can be found in anti-ageing products from middle age. For example, products that contain collagen or
exquisite shopping active ingredients that support collagen production are in demand.
centres.
Men are an increasingly interesting customer group. They are paying more attention to
their appearance; for example, most older men dye their grey hair.

STRONG DOMESTIC INDUSTRY

The Department of Business Development reports exactly 3,961 companies have produced
personal care products, cosmetics and fragrances in August 2023. They recorded combined
revenues of US$ 2.6 billion in 2022. Their sales grew by 8 per cent compared to the previous
year.

The largest manufacturers listed in the company directory are Beiersdorf (Thailand) with
revenue of US$ 340 million, Johnson & Johnson (US$ 208 million), Neo Factory (US$ 171
million) and Milott Laboratories (US$ 166 million). Larger companies in the sector are also
listed on the Stock Exchange of Thailand. The largest public company in the personal care
products segment is S&J International Enterprises.

www.thailand.ahk.de
 06 BEAUTY AND COSMETICS

Thailand: Largest public companies in the beauty care sector (2022 revenue in million US dollars)

Company Revenue Notes

S & J INTERNATIONAL ENTERPRISES 174 Manufacturer of beauty care products, Original Design Manufacturer (ODM) of
ingredients, formulations, packaging.

DO DAY DREAM 47 Production and distribution of skin care products.

BANGKOK LAB AND COSMETIC 37 Production and distribution of medicinal products and skin care products.

ROJUKISS INTERNATIONAL 27 Development and distribution of skin care products in Thailand, Indonesia,
Viet Nam, Lao People’s Democratic Republic, Cambodia and Myanmar.

O.C.C. 25 Retailer of cosmetic brands such as Covermark, KMA, PAUL & JO,
Wella Professionals.

NOVA ORGANIC 22 Development, production and distribution of products for hair and scalp.

ASIAN PHYTOCEUTICALS 8 Production and distribution of food supplements and skin care products.
Source: Stock Exchange of Thailand 2023
Note: 1 US$ = 35 Baht.

States of America each supplied around

10 per cent of the imports. Japan and the
Republic of Korea accounted for 8 per cent
and 7 per cent, respectively. Imports worth
US$ 18 million came from Germany in 2022,
accounting for about 1 per cent of total
imports.

Import duties on goods of Chapter 33 of the

Harmonised System are up to 50 per cent.
Information on import duties is provided
by Thai Customs. Before importing care
products and cosmetics, the importer or
trader must register with the Thai Food
and Drug Administration (FDA). The FDA
also provides information on labelling
requirements and prohibited ingredients.

Counterfeit and unregistered products also

enter the country. These are offered for sale
via Facebook or other channels. The FDA
The Thai Cosmetic Manufacturers Association has around 400 members. It represents and customs are taking action against this.
manufacturers, traders and importers of care products and ingredients. The manufacturers
produce their own brands and are successful as contract manufacturers.

Exports of prepared perfumes, toiletries and beauty products as well as essential oils and
Contact details:
resinoids (HS Chapter 33 of the Directory of Foreign Trade) amounted to US$ 2.3 billion in
Thomas Hundt
2022. The most important buyer was Japan with a share of 13 per cent. The other top 10
Director Thailand, Cambodia,
buyer countries are also in the Asia-Pacific region.
Myanmar, Laos
GERMANY TRADE & INVEST
Imports of HS Chapter 33 reached approximately US$ 1.7 billion in 2022 (+11 per cent
www.gtai.com
compared to the previous year). Most industry products entered the country via the logistics
hub of Singapore, with a share of 26 per cent. France, China, Indonesia and the United

UPDATE 4/2023
 INTERVIEW 07

Tackling the Thai hair beauty market

with innovation, quality and competence
Dheerasak Tridhip
These include an office in Bangkok, two
With a humble beginning in 1876 in Germany with their first product a laundry plants and a smart factory in the Eastern
detergent, Henkel has come a long way in establishing itself in the cosmetics and Economic Corridor.
beauty industry. Now with a legacy spanning more than a century, the German
conglomerate has reinvented personal care and beauty, and made history as For the Adhesive Technologies business,
a pioneer in innovation and style as well as expanding to various countries. Its Henkel Thailand offers customers a
Schwarzkopf brand has been globally known ever since and is well positioned in competitive advantage through its integrated,
Thailand’s consumer market for hair beauty since 1956. Its broad brand portfolio total value-chain solutions of adhesives,
includes hair care, hair styling and hair colouration, with several local brands such sealants, and functional coatings for a wide
as Schwarzkopf Freshlight, Schwarzkopf Taft, Schwarzkopf Natural & Easy and and growing range of industries, including
Schwarzkopf MEN SUCCESS, as well as Schwarzkopf Professional for hairdressers automotive engineering, electronics, food
and stylists working in salons. and beverage, furniture, sports and fashion
and medical technologies. Its key brands
include Loctite, Bonderite, Technomelt,
GTCC UPDATE Magazine is pleased to interview Mr. Dheerasak Tridhip, General Manager, Teroson and Aquence.
Henkel Consumer Brands Thailand, to explore the company's ground-breaking approach to
beauty, innovation, to sustainability and outlook for the future of the sector in its approach Meanwhile, Henkel Thailand’s Beauty Care
to tackle the Thai market, as well as ASEAN markets. business includes both Professional and
Consumer segments, where it leads with
Please share with us background information of your company since its establishment innovations in the fields of hair colorants,
in Thailand. What opportunities did Henkel see in entering the Thai market? hair perm, hair care and hair styling. We are
driving a multi-category consumer brands
Henkel Thailand celebrated its 50th anniversary in Thailand last year. The company will platform representing a wide range of
continue to drive purposeful growth in the Adhesive Technologies and Beauty Care markets products and well-known brands including
with its trusted brands and high-impact solutions. Schwarzkopf, Schwarzkopf Professional,
JOICO and ZOTOS. We also strive to meet
Established in 1972, Henkel Thailand operates the Adhesive Technologies and Beauty consumer needs by driving innovations with
Care business units and has approximately 510 employees across four sites in the country. iconic brands and technologies.

www.thailand.ahk.de
 08 INTERVIEW
The recent acquisition of Shiseido’s Hair
Professional business in Asia-Pacific is an
expansion of Henkel’s portfolio of established
brands, which include Igora Royal, Osis,
Syoss, Freshlight and got2b. Globally, Henkel
has merged its Beauty Care and Laundry &
Home Care business units to form Henkel
Consumer Brands.
How has your company evolved since
its start in Thailand? Did you have
to overcome many challenges in the
beginning?
Good progress was made during the past
50 years, before I joined the company. The
Beauty Care business has gone through
many changes. We did not have many
employees in the Beauty Care business 51
years ago as Henkel’s main business at that
time was Adhesive Technologies.
Schwarzkopf has already been established
for about 120 years. It entered the Thai
market in 1956 and was taken over by
Henkel in July 1995.
How does Henkel adapt the company's
consumer brand portfolio, especially in
the hair care and beauty segment, to
meet the preferences and needs of the
Thai consumers?
Henkel Thailand’s Consumer Brands business
includes both Professional and Consumer
segments, where it leads with innovations
in the fields of hair colorants, hair perm, hair
care and hair styling. In addition, We apply
customer- and consumer-centric models,
to drive the entire Henkel Consumer Brands
portfolio through innovation, hair education,
customer engagement activities and the
community of Thai hairdressers in the market.
The Schwarzkopf brand, which is among
the world’s three leading suppliers of
Professional hair products, is familiar to
Thai consumers as its products have been
available since 1956. At Henkel, we strive to
meet consumer needs worldwide, and work
on understanding and anticipating trends.
We develop and co-create campaigns with
our global and regional teams – to leverage
and build global-to-local brand experience
to Thai consumers.
UPDATE 4/2023
In March 2023, Henkel opened its very own
"J-beauty innovation hub" in Tokyo to focus
on developing premium brands and drive
innovations in Asia for Asian consumers.
The hub brings together experts from
different nationalities and allows a unique
fusion of Asian and Western beauty concepts,
trends and solutions for Asian salon partners
and consumers.
What are the differences in Henkel’s
branding strategy for the consumer
brands?
We localise our branding strategy to suit the
Thai market, by focusing on the local market
potential, segmentation, trends, needs and,
most importantly, market preferences. For
example, in Thailand, we developed an easy
colour shampoo which is specifically created
for Thai consumers, reinforcing our ‘think
globally and act locally’ philosophy.
Via our key salon partners, we initiated
a brand-to-brand activity to escalate our
expertise in the Hair Professional segment –
through both Schwarzkopf Professional and
Shiseido Professional. Both frameworks have
blended our Western and Asian portfolios
through service innovation, customer
engagement and educational programmes.
We have two distribution channels as there
are different applications of the products,
thus requiring targeted go-to-market
strategies. For the Professionals’ segment,
we engage hairdressers and prosumers
(consumers who purchase products for
professional use). For the Consumers’
segment, we engage them directly through
channels like supermarkets.
Did Henkel Consumer Brands unit well
perform during first half of 2023 and how
about hair business performance in first
half of 2023?
We also made good progress in implementing
our strategic growth agenda in the first
six months of the year. In the Consumer
Brands business unit, we are advancing the
integration faster than planned. At the same
time, we are consistently sharpening our
portfolio towards high-margin and high-
growth brands and products. This is also
reflected in the earnings of the business unit.
The Consumer Brands business unit
generated sales of 5,365 million euros in the
first six months of 2023 (Q2: 2,594 million
euros). The Hair business achieved an
overall organic sales increase of 7.9 percent
in the first half of 2023 (Q2: 6.1 percent).*
Back to the Thai market, could you
elaborate on collaboration/partnerships
that Henkel has engaged in the cosmetics
or hair care industries?
Henkel Consumer Brands Thailand business
includes both Professional and Consumer
segments.
For the Professional segment, where our
end-goal is to strengthen the salon business
and hairdresser partnerships through
education and inspiration, and continues
to act as the essential resource for those
hairdressers in the industr y. For the
Consumer segment, our goal is to build hair
beauty experiences to Thai people through
our innovation, beauty education, strong
and engaging experiences and digitalisation.
To engage and inspire professionals in the
hair industry in Thailand, we run an annual
hair competition, deployed from our global
and regional competition campaigns such
as the Schwarzkopf Professional Hairdressing
Awards and the newly-established Shiseido
Professional Beauty Innovator Award. The
competition aims to inspire hairdressers
with upcoming trends around the globe
and provides the technical skills needed to
sharpen their hairdresser and business skills.
The winner of this competition will have
international exposure and build hairdresser
skills and inspires the trends in our global
and regional hubs in Germany and in Japan
respectively. We believe that their success
is our success. That is our philosophy.
Henkel Thailand also oversees the
Cambodia and Myanmar markets. How
do these two markets perform?
We operate in Cambodia and Myanmar via
exclusive distributorship model. We believe
there are strong opportunities to grow
further, especially in Myanmar.

“ We apply customer- and consumer-centric models,
to drive the entire Henkel Consumer Brands portfolio
through innovation, hair education, customer
engagement activities and the community of Thai
hairdressers in the market.”
What will be the key trends in the next
five years for the hair care industry? How
do you plan to seize the opportunity to
utilise such trends?
In recent years, we have observed that
Thai consumers are starting to pay more
attention to their styles and physical
appearance since they are progressively
returning to their workplaces and resuming
social activities following the COVID-19
pandemic.
Since the COVID-19 pandemic, e-commerce
has become one of the key channels for
beauty sales in Henkel Thailand, which also
explains our distribution/channel strategy
of offering our products through platforms
such as Lazada and Shopee.
In addition, physical and brick-and-mortar
stores play an important role in reaching out
to our target consumers. Thus, we are also
partnering specialist health and beauty
stores such as Watsons to enhance the
in-store experience for product browsing
and getting advice from sales associates.
Additionally, social media channels like
TikTok and Instagram continue to provide
beauty inspirations to our consumers.
Understanding the above, we need to keep
up with these changing consumer trends
and behaviours, and review our market
strategy to be in touch with the Thai market.
Sustainability and ethical practices are
becoming increasingly important in the
beauty and cosmetics industry. How
does Henkel address these concerns in
its operations and product offerings in
Thailand?
Sustainability is a central element of
Henkel’s business strategy. The company
has long been committed to its leadership
in sustainability and launched a new global
2030+ Sustainability Ambition Framework
last year.
To support achieving climate-positive
operations by 2030, Henkel Thailand has
installed solar panels on the roof of its plant
in Chonburi, and continually explores ways
INTERVIEW 09
to reduce energy and water consumption
and waste generation at all its sites.
At the same time, Henkel Thailand promotes
circularity by developing sustainable
packaging solutions. For example, packaging
innovations for Schwarzkopf and Syoss
products include recycled paper boxes, and
new bottle and cap designs that require less
plastic. In collaboration with its hair salon
partners, Henkel Thailand has launched an
initiative to collect the used bottles of hair
colouration products for recycling.
Over the years, Henkel Thailand has been
actively contributing to the community.
In March 2022, the company donated
approximately 2.3 million baht (64,000 euros)
to Taksin Hospital Foundation through the
Fritz Henkel Stiftung charity foundation.
The funds helped to build two Respiratory
Care Units and obtain medical equipment
to treat COVID-19 patients. Henkel Thailand
employees also donate blood twice yearly
to the Thai Red Cross Society and donated
more than 10,000 euros (395,000 baht) to the
Thai Red Cross Society to support medical
workers in 2020.
Are there any specific regulations or
standards in Thailand's cosmetics
industry that Henkel adheres to? And
how does Henkel ensure these compliance
standards and maintain quality control?
We comply with the Thailand Food and
Drug Administration (FDA) high standard
regulations and our global compliance
standards.
*Source: Henkel raises sales and earnings guidance
for 2023
<https://www.henkel.com/press-and-media/
press-releases-and-kits/2023-08-10-henkel-raises-
sales-and-earnings-guidance-for-2023-1879994>
Contact details:
Dheerasak Tridhip
General Manager,
Henkel Consumer Brands Thailand
Henkel (Thailand) Limited
https://www.henkel.co.th/contact-us
https://www.henkel.co.th
www.thailand.ahk.de
 10 INTERVIEW

Balancing core products, quality, and

innovation: Beiersdorf's formula for success
Stephanie Barraud
On the other hand, we're committed to
Founded in 1882 by pharmacist Paul C. Beiersdorf in Hamburg, Beiersdorf has
innovation and have a 140-year history of
evolved into a globally successful consumer goods company, known for its iconic
pioneering the skincare industry. Our journey
brands, particularly NIVEA and Eucerin.
began with Dr. Oscar Troplowitz, an assistant
at Mr. Paul Beiersdorf's pharmacy, who
discovered a way to blend water with lanolin
As a GTCC member since 1986, Beiersdorf (Thailand) Co., Ltd. has been long-standing in from sheep wool, creating the first water-in-
Thailand with more than 700 employees at its office in Bangkok and the production centre oil emulsion and birthing NIVEA Cream.
in Bang Phli. GTCC is pleased to interview Ms. Stephanie Barraud, Senior Vice-President – Since then, we’ve continued to lead with
ASEAN, Beiersdorf Co., Ltd., on the company’s endeavors in Thailand and ASEAN market, innovations, introducing groundbreaking
which a strong focus on sustainability. products like sunscreen under the NIVEA
and Eucerin brands and trailblasing in men's
Prior to her current position, Ms. Barraud spent four years honing her professional skills at skincare.
J&J Consumer France. Her journey with Beiersdorf commenced in 2002 when she joined
Beiersdorf France as Senior Brand Manager, responsible for NIVEA’s facial products. In 2003, What have been the major transitions of
she took on the position of Group Brand Manager at Beiersdorf Brazil. As Marketing Director Beiersdorf’s business activities and market
at Beiersdorf Russia since November 2005, she has successfully managed marketing and position in Thailand from then until now?
trade marketing activities not only in the Russian Federation but also across the 11 countries
of the CIS (Commonwealth of Independent States of the Former Soviet Republic). In October The journey has been marked by not just
2021, Ms. Barraud embarked on her current position, based in Thailand. major transitions but a continuous evolution
since the company's inception. I think
Beiersdorf (Thailand) Co., Ltd. has been operating in Thailand since 1972. What one of the significant accomplishments
opportunity did Beiersdorf see in the cosmetics market here at that time? of Beiersdorf in Thailand is pioneering the
deodorant and men’s skincare categories,
NIVEA products first arrived in Thailand in 1926 through our established distributor network. which were nonexistent before our
With Beiersdorf’s 140-year history, we are an old lady, but with a very nice mixture of being involvement. We hold a global leadership
true to our past, and modern at the same time. One of the secrets that made the company position in sunscreen products and have
one of the world’s leading skincare brands is our ability to strike a balance between long-term successfully increased the adoption of this
vision and time-tested excellence. For instance, the iconic blue tin NIVEA Cream has remained category in Thailand’s daily usage. Our factory
unchanged for 112 years, a testament to its enduring quality. in Bang Phli, was renovated for expansion in

UPDATE 4/2023
 INTERVIEW 11

prominent local brands like Indonesia

and Malaysia, it boasts a blend of strong
innovations and enduring core products. Our
approach involves marketing a single brand
worldwide with consistent positioning
while ensuring product relevance to local
consumers, striking a balance between
global and local adaptation. We take pride
in our innovation, consistently introducing
new, impactful products such as NIVEA
2019 due to the production extension, Super 10 and a recent clear face care range,
serving most of the worldwide NIVEA brand’s production requirements. alongside maintaining successful core
product lines to sustain a substantial portion
What's the proportion of the NIVEA products and Eucerin products in Thai market? of our business.

We are the leaders in the market for both NIVEA and Eucerin. We're very proud of that. NIVEA We recently revamped our brightening
is our flagship product, enjoying a marketing size two to three times the size of Eucerin. In the product range, a significant contributor to
more niche Dermocosmetics market, Eucerin stands out as a dominant leader, boasting an our sales, by improving textures for increased
impressive market share of nearly 60 per cent. This achievement is truly remarkable. efficacy. Rather than completely overhauling
our products, we focus on ongoing updates
How does Beiersdorf adapt its product portfolio to cater to the needs of Thai consumers? and improvements, all while introducing
Are there any specific challenges or opportunities unique to the Thai market? fresh innovations to strike the right balance.
Our dynamic approach has positioned us
With 140 years of skincare expertise, we develop ingredients based on fundamental research, as an innovative brand with strong market
and these innovations are utilised globally. We recognise the importance of tailoring products leadership in deodorants, men's care, and
to cater the unique requirements of each local market. Encompassing both product benefit sunscreen (ranking second) in Thailand.
and product textures. Thailand's warm and humid climate, for instance, calls for lighter We take pride in our enduring, consumer-
textures, distinct from the richer and nourishing creams preferred in colder regions such as relevant product lines, maintaining success
Europe or Russia, where temperatures can plummet to -30 degrees. Therefore, our products through continuous innovation and the
are thoughtfully adapted to suit these varying needs and climates. rejuvenation of our hero products.

In the Asian market, consumer skincare preferences prioritise addressing concerns like How many segments of the market do you
brightening spots and melasma rather than wrinkles, reflecting the distinct characteristics have? Which of your products perform
of Asian skin. This adaptation encompasses our entire product range, including body, face, better in either the women's market or
deodorant, and sunscreen products. The influence of Korean and Japanese brands in this men's market?
market shapes format preferences, such as larger sachets and smaller-sized packaging, like
serums available in 50 ml, compared to the standard 30 ml elsewhere. Additionally, Thailand You can segment the market as much as you
stands out as a highly innovative market, known for its rapid pace of innovation, alongside want. However, our product categories
Malaysia, within South-East Asia. Adapting to and keeping pace with these dynamic markets encompass eight main segments: (1) body,
is key. (2) body care, (3) face care, (4) face cleansing,
(5) sunscreen, (6) lip care, (7) men-care
Key opinion leaders hold significant influence globally, but the role of celebrity endorsements and (8) deodorants, with district divisions
distinctly shapes the market dynamics. TikTok has a strong focus on South-East Asian between men and women.
because its flourishing presence in this region. When it comes to
digital and e-commerce, the rapid growth of TikTok shops in South-
East Asia break away from the other parts of the world, with the
presence of two major players like Shopee and Lazada. While the
core principles remain consistent worldwide, we ensure our approach
is finely attuned to these nuances, enabling us to adapt to local
needs, with the right products and strategies.

How competitive is the market in Thailand compared to that in

Germany?

It’s competitive everywhere. The main competitors are multinationals,

not different from Germany. Although Thailand’s skincare market
exhibits more diversity, catering to local needs. While Thailand lacks

www.thailand.ahk.de
 12 INTERVIEW

with higher ingredient concentrations.

“I think one of the significant accomplishments of Additionally, a notable trend is the emergence
of single-use masks, now a sizable and
Beiersdorf in Thailand is pioneering the deodorant sophisticated market. What might be
and men’s skincare categories, which were nonexistent considered niche in Europe, such as single-
dosage ampoules with highly concentrated
before our involvement.” serum, holds significant prominence in
Asia. Asian skincare routines, involving the
application of essence, serum, moisturizer,
The female market is extremely dynamic with rapid growth, particularly in the body care and sunscreen, reflect a more comprehensive
category. We came up with an introduction to new, lighter texture and more efficient approach compared to the simplified
products like the recent Super 10 serum, which has garnered fantastic consumer response. all-in-one solutions favored in Europe. This
Conversely, the male market, primarily in deodorants, shows steady growth, while men-care, heightened sophistication can be attributed
although increasing post-pandemic, does so at a comparatively slower pace. to the influence of skincare practices from
the Republic of Korea and Japan.
Thai consumers exhibit sophistication in understanding their skin needs, demanding precisely
targeted products. Our Hamburg headquarters houses a significant R&D center, and we also What we’re observing here is a delayed yet
maintain research extensions, such as our Shanghai centre, to cater to diverse Asian skin evolving trend in the realm of skincare.
needs and keep a finger on the pulse of consumer trends and market requirements. Previously, the market predominantly
featured wash-off foams that required rinsing
Are there any extensions of other brands of Beiersdorf planned for entry to the Thai with water; now, it’s progressing toward
market in the next five years? more advanced methods like micellar
water applied with a cotton pad. This trend
Currently, we primarily operate with two major, iconic brands. The Thai market has been initially gained traction in Europe and Latin
experiencing rapid post-COVID growth, consistently in double digits. Given the market's America and has now made its way here.
dynamism, our commitment is to consistently provide top-quality products that cater to Consequently, the most rapidly growing
Thai consumers' diverse needs through these two iconic brands. Although it may appear as category in face cleansing is micellar water,
one brand, these encompass various products across multiple segments, including sunscreen, known for its skin-friendly, especially for
body, face, face cleansing, men-care, cleansing, and deodorants for both women and men. sensitive skin, and convenient properties.
These brands function as comprehensive umbrella brands, covering a wide range of product
categories. In addition, the trend encompasses a
broader range of packaging sizes, including
In expanding the production facility to twice its size at the Bang Phli Industrial Estate sachets, small packages, and larger ones,
with the grand opening in 2019, is it aimed at the Thai market or an expansion in perhaps due to the convenient format
markets of neighbouring countries? in Consumer Value Stores and budget-

We operate two production centres in South-East Asia, situated in Thailand and Indonesia.
NIVEA products are developed in Hamburg, and a significant portion of their production
occurs at Beiersdorf's facility in the Bang Phli industrial estate in Thailand. These products
serve not only the Thai and Asian markets but also global distribution. Approximately 80
per cent of the requirements for the South-East Asian market are met by NIVEA products. In
contrast, Eucerin primarily relies on imports from Europe.

Which emerging markets are more active in the ASEAN region?

In South-East Asia, Indonesia, with its population of 300 million, stands out as a notably
large and rapidly expanding market, accompanied by substantial economic growth. The
Philippines and Vietnam, each with 100 million inhabitants, offer significant growth potential
due to the relatively low penetration of various product categories in their markets. On
the other hand, Malaysia and Thailand are more mature and sophisticated markets, thus
reflecting a division between markets characterised by substantial population and growth
potential and those that are further developed and sophisticated.

What were the key trends in the cosmetics/skincare industry?

In this ever-evolving market, textures are playing an increasing role. The body care sector,
which is experiencing rapid growth, is witnessing a strong trend towards lighter body serums

UPDATE 4/2023
 INTERVIEW 13

conscious consumers. The assortment of available sizes in Asia surpasses that in the other
markets, providing consumers with more choices.

Sustainability is a significant global trend, which has already gained strong momentum in
Europe and is steadily marking its presence felt in Asia. As a European multinational, we
have been at the forefront of sustainability efforts, firmly committed to our goal of reducing
greenhouse gas emission by 30 per cent by 2025, using 2018 as a reference point. Our
achievements in this area have been substantial, with key milestones such as eliminating the
use of microplastics in both our NIVEA and Eucerin brands. Furthermore, 100 per cent of
our carton boxes are ecologically certified, and we exclusively employ 100 per cent certified
kernel oil. These concerted efforts demonstrate our dedication to sustainability, and it’s
evident that this trend is on a clear route to come in Asia as well.

This year, we achieved an exceptional “AAA” rating by the Carbon Disclosure Project (CDP),
a non-profit organisation. Out of over 15,000 companies globally, only 13 were honored with
this esteemed “AAA” award, highlighting our significant strides in sustainability. We are
deeply committed to further advancing our sustainability efforts. Additionally, diversity and
inclusion (DNI) are becoming increasingly significant for companies worldwide, poised to
transform our work dynamics positively. We have made a resolute commitment to achieve
gender diversity, aiming to fill half of the management positions across the globe with
women by 2025. What are the specific regulations that
you need to apply and comply with the
Sustainability and ethical practices are becoming increasingly important in the cosmetics Thai standards.
industry. How does Beiersdorf address these concerns in its operations and product
offerings in Thailand? As a European company, every of our
products adhere to the rigorous standards
Beiersdorf is dedicated to a clear global agenda called “Care Beyond Skin”, with a particular and regulations of the European Union,
focus on children’s education for Thailand, a commitment spanning over a decade and which are often more stringent than those in
implemented in 68 countries. This endeavor has seen participation from over 10,000 Asia. When launching products in Thailand,
employees worldwide, who have volunteered for related projects. our dedicated regulatory team collaborates
with the Thai Food and Drug Association
Additionally, we run a two-year programme called “Library for Lifelong Learning (FDA) to ensure strict adherence to local
Empowerment” in cooperation with Ashoka Thailand and Thailand Collaboration for regulations, ensuring the utmost quality and
Education across Thailand. This initiative involves the renovation of libraries in underserved safety. Likewise, we are actively involved
and impoverished areas, providing advanced technologies and games to ensure equal in the Thai Cosmetic Manufacturers
educational opportunities for underprivileged children. With the active involvement of more Association.
than 200 employees in library renovations, we recently celebrated the completion of the
latest library, marked by a ribbon-cutting ceremony at Wat Mongkhon Khothawat School, Our commitment to quality is unwavering,
Samut Prakarn. We have plans to sustain this program as it contributes positively to and as a robust German company, we take
society. immense pride in our products, having
received prestigious production quality
During the COVID-19 pandemic, Beiersdorf contributed over Euro 50 million to support awards from the Thai FDA for three
communities. Beyond financial support, we also engage our employees in making a tangible consecutive years, alongside Renault.
impact on the community and the environment. A month earlier, we collectively planted Our company is dedicated to delivering
over 10,000 trees, and the feedback was exceptionally positive, prompting plans to repeat innovative, efficient, highly qualitative, and
this initiative next year. It’s a source of pride for all participants in contributing to repeat safe skincare products to people.
meaningful projects.

Could you elaborate on any collaboration or partnerships that Beiersdorf has engaged
in within Thailand's cosmetics industry? How does such collaboration contribute to
Contact details:
the company's success?
Stephanie Barraud
Senior Vice-President – ASEAN
In South-East Asia, market engagement relies significantly on television and influencers. We
Beiersdorf Co., Ltd.
foster collaborations, enlist ambassadors, and partner closely with influencers for product
info.th@Beiersdorf.com
launches and specific brand campaigns. This collaboration is an integral part of our daily
https://www.beiersdorf.co.th
operations. Consumers place trust in individuals and influencers, not just brands, and the
region boasts numerous channels with exceptional expertise in various fields.

www.thailand.ahk.de
 14 BEAUTY AND COSMETICS

Unlocking your unique beauty: The rise of

personalised aesthetic transformation
VitalLife Scientific Wellness Center
In a world where individuality reigns supreme, of meeting their expectations. Personalised treatments offer customers a sense of ownership
the aesthetics industry has embraced a and involvement in their aesthetic journey, promoting a deeper level of satisfaction and
transformative trend – personalisation. Now, confidence in the outcomes.
more than ever, people seek treatments
tailored to their unique needs and desires. Moreover, market research shows that consumers increasingly prioritize treatments that
As the demand for personalised services offer minimal downtime and safe approaches to health and beauty enhancements. Gone
skyrockets, one name stands out as a are the days of lengthy recovery periods and risky procedures; clients are now actively
trailblazer in this evolving landscape – seeking advanced techniques that deliver outstanding results without compromising safety.
VitalLife. Discover how VitalLife is leading the Apart from this, customers are showing a growing interest in exploring new and innovative
way in revolutionizing aesthetics through
cutting-edge personalised treatments that
cater to an individual’s every desire.

SURGE IN NEED FOR PERSONALISED,

SAFE AND INNOVATIVE AESTHETIC
ENHANCEMENTS

The shift towards personalisation in the

aesthetics industry reflects a broader societal
trend emphasizing individuality and unique
expression. Clients now seek treatments
that address their specific concerns, facial
features and skin types, acknowledging
that one-size-fits-all solutions often fall short

UPDATE 4/2023

"The aesthetics industry
has embraced a
transformative trend of
personalisation. Now,
people seek treatments
tailored to their unique
needs and desires."
approaches to achieve their desired
aesthetic goals. This shift in consumer
behaviour has spurred providers like VitalLife
to continually push the boundaries of
innovation while maintaining a commitment
to personalised care.
HARNESSING THE POWER OF
AUTOLOGOUS CELL TECHNOLOGY
– SAFE AND REGENERATIVE
TREATMENTS
As consumer preferences shift towards
innovative and effective solutions,
Autologous Cell Technology offers an alluring
choice for those seeking safe, personalised
aesthetic enhancements. By harnessing the
regenerative potential of a patient's own
blood, VitalLife offers safe and effective
treatments that promote healing and
rejuvenation. This advanced technology
BEAUTY AND COSMETICS 15
allows for less invasive procedures, as it stimulates the body's natural regenerative processes,
reducing the need for extensive surgical interventions.
The O-Shot treatment is a prime example of this innovative approach, in which VitalLife uses
the patient's own blood to rejuvenate and enhance sexual health non-surgically. In addition,
the scientific clinic offers advanced cell extraction technology for poor sexual conditions,
providing clients with personalised regenerative solutions for improved sexual health, all
with minimal downtime.
SAFE AND ADVANCED TECHNOLOGIES FOR ENHANCED COMFORT
In the world of aesthetics, prioritizing comfort and delivering personalised treatment plays
a significant role in unlocking superior and more fulfilling results for clients. VitalLife
understands that personal comfort is crucial to a positive treatment experience. Therefore,
the scientific clinic is dedicated to utilizing safe and advanced technologies that minimize
pain and reduce recovery time.
Treatments such as Tesla Former and Viveve Radiotherapy exemplify VitalLife's commitment
to innovative approaches that enhance sexual health, all without the need for invasive
procedures or extended downtime.
As the aesthetics industry evolves towards personalised treatments, service providers are
finding innovative approaches to meet the customer’s needs. As of today, VitalLife stands
out as a global trailblazer, leading the way
with their commitment to individualised care
and cutting-edge technology. By embracing
the power of personalisation and integrating
Autologous Cell Technology, VitalLife delivers
Contact details:
exceptional results that leave their clients
VitalLife Scientific Wellness Center
feeling confident and satisfied. With a focus
Tel: +66 2066 8899
on innovation, comfort and convenience,
Line OA: @vitallife_wellness
VitalLife sets the standard for personalised
info@vitallifeintegratedhealth.com
aesthetics, offering a transformative
www.vitallifeintegratedhealth.com
experience that celebrates each client's
unique beauty and individuality.
www.thailand.ahk.de
 16 BEAUTY AND COSMETICS
The evolving landscape of cosmetic procedures
in 2023: A post-COVID perspective
Dr. Yada Itthipanichpong, MD, MSc. and Dr. Chontavat Suvanpiyasiri, MD.
The world of cosmetic surger y and
procedures has been on a remarkable
journey over the past few years. The global
cosmetic surgery market was estimated at
US$ 63.4 billion in 2021, with a compound
annual growth rate (CAGR) of 9.6% expected
from 2022 to 2030. In 2023, the aesthetic
medicine market has found a unique position
in evolution and transformation. The
COVID-19 pandemic has had a profound
influence on every aspect of our lives,
including the cosmetic industry. As we step
into this new era, we see significant shifts
in trends and attitudes towards cosmetic
procedures. In this article, we will explore the
changing landscape of cosmetic procedures
in 2023, focusing on trends that have
emerged in response to the pandemic and
its aftermath.
THE RISE OF VIRTUAL
CONSULTATIONS AND TELEMEDICINE
One of the most notable trends in the world
of cosmetic procedures in 2023 is the
widespread adoption of virtual consultations
UPDATE 4/2023
and telemedicine. The COVID-19 pandemic
has forced many healthcare providers,
including those in cosmetic practice, to adapt
to remote communication. This shift has
made cosmetic procedures more accessible
and convenient for patients who are able to
receive expert advice without the necessity
for in-person appointments. These virtual
consultations not only reduce the travel
time and associated costs, but also provide
individuals with a wider range of opinions
and treatment options, as they can easily
consult with providers from different regions
or even countries.
EMPHASIS ON AUTHENTIC AND
SUBTLE ENHANCEMENTS
In the wake of the COVID-19 pandemic, there
has been a shift in the perception of beauty
and cosmetic procedures. Many individuals
are now prioritizing natural and subtle
enhancements over dramatic transformation.
The reflection and introspection that occurred
during lockdowns might have contributed
to a desire for a more healthy, authentic and
genuine appearance. In 2023, the cosmetic
procedures often focus on embracing one’s
existing natural features rather than
completely altering them. The treatment
like botulinum toxin (Botox), dermal fillers
and energy-based devices are increasingly
becoming popular for their ability to provide
subtle improvements that maintain a natural
look. The beauty goal is to look well-rested,
refreshed and healthy, rather than drastically
different.
Dr. Yada Itthipanichpong, a dermatologist at
MedPark Hospital, says “We are seeing more
and more people wanting to achieve a more
genuine appearance with subtle changes,

rather than one with an obvious and drastic
change. The shift in trend is seen in injectable
procedures, for example botulinum toxin and
dermal filler, as people tend to prefer a more
natural look and delicate changes without
a frozen look or an obvious result. While
the procedure emphasizing skin quality
improvement and collagen production – for
example, skin-boosters, biostimulators and
energy-based devices – are ones of the most
popular treatments so far this year.”
NON-INVASIVE AND MINIMALLY
INVASIVE PROCEDURES
Non-invasive and minimally invasive
procedures offer several advantages,
including minimal downtime, reduced risk,
and less discomfort compared to surgical
techniques. In 2023, many individuals who
were hesitant about undergoing surgery
before the pandemic are now exploring these
alternative and less invasive procedures,
for example laser skin resurfacing, micro-
needling, focused ultrasound, radiofrequency,
“ Customization and personalization have become key
factors in the cosmetic procedure trend of 2023.”
BEAUTY AND COSMETICS 17
and non-invasive body contouring. The
advancements in technology have made
these procedures safer and more effective,
contributing to their rising popularity.
THE ‘ZOOM BOOM’ EFFECT
The surge in remote work and video
conferencing during the pandemic has led
to what some call the ‘Zoom Boom’ effect
or ‘Zoom face-envy’. With many individuals
spending more time staring at their own faces
in the video calls, they inevitably compare
them with those of others, leading to the
hyper-awareness of their appearance on
screens. Poor lightning and skewed angles of
laptop cameras, along with a face activated
by stress or dearth of sunlight and exercise –
mentioned by many individuals as “lockdown
face” or “crepey face” – can disturb a person’s
perspective toward their facial appearances.
As a result, there has been a rise in demand
for procedures that address concerns such as
under-eye hollowness, sagging, doublechins,
and facial asymmetry.
Procedures like dermal filler on the under-eye
area and naso-labial folds (smile lines), along
with non-invasive procedures to enhance jaw
definition and reduce a double chin, include
ultrasound, radio frequency and electrical
stimulation, have seen a notable increase in
popularity. Many individuals are also seeking
treatments that enhance their appearance
where their face is front and centre.
PERSONALIZED TREATMENT PLANS
Customization and personalization have
become key factors in the cosmetic procedure
trend of 2023. Providers are recognizing that
each patient is unique, with specific goals
and concerns. As a result, there is a growing
emphasis on tailoring treatment plans to
meet individual needs. Advanced technology,
such as simulations, allow patients to
v i su ali ze pote nt i a l outcom e s b e fore
undergoing procedures and ensure that
patients achieve results that align with their
aesthetic preference and expectations.
SAFETY AND HYGIENE PROTOCOLS
The COVID-19 pandemic has heightened
awareness of health and safety measures
in every Industry, including the cosmetic
industry. In 2023, patients can expect
clinics to maintain the highest standards
of cleanliness and infection control. The
emphasis on safety has become a crucial
factor in the decision-making process for
individuals considering cosmetic treatments.
SUSTAINABILITY AND ETHICAL
PRACTICES
The growing focus on sustainability as well
as ethical practices are another remarkable
trend in the world of cosmetic procedures
and skin care products in 2023. Many patients
are seeking treatments and products that
align with their values, including eco-
friendly and cruelty-free options. Sustainable
packaging, recycling programmes and
ethically sourced ingredients have become
selling points for cosmetic procedures and
products.
Dr. Yada Itthipanichpong, MD, MSc.,
Dermatologist at MedPark Hospital
Dr. Chontavat Suvanpiyasiri, MD.,
Dermatologist at MedPark Hospital
Contact details:
Thanaporn Khumnopkunchok
Business Development Department
Manager
MedPark Hospital
Tel: +66 2 023 3333 / +66 2 090 3182
expatservice@medparkhospital.com
www.medparkhospital.com
www.thailand.ahk.de
 18 CHAMBER ACTIVITIES

GTCC Phuket Activation Lunch

GTCC Phuket Activation Lunch with members and friends made its debut on 29 June 2023
at the Double Tree by Hilton Phuket Banthai Resort, GTCCmember since November 2022.

GTCC Executive Director Dr. Roland Wein and Head of Membership, Events & Communications
Department, Ms. Jantarath Korbuakesorn connected and learned from the community
about their current activities. They discussed potential collaboration together.

Celebrating 10 years of German-Thai

co-operation in vocational education and training
On 4 July 2023, GTCC celebrated the 10-
year anniversary of the German-Thai Dual
Excellence Education (GTDEE) project at the
SO/Bangkok with GTDEE partners which
include companies and colleges as well as
the German Embassy in Bangkok represented
by Ms. Regina Kimpel, Second Secretary of
the Economic and Commercial Section.
The GTDEE project was launched in 2013
by the GTCC and German International
Cooperation (GIZ), in co-operation with
founding companies B. Grimm, BMW
Thailand Company Limited and Robert
Bosch Thailand. The main objective was
to introduce practices from Germany's
vocational education system and to produce
skilled workforce with flexible qualifications.
GTCC would like to express heartfelt gratitude
to all the partners who have contributed to
GTDEE's success. Also, a round of applause
is given to Mr. Markus Hoffmann, GTDEE
Project Director, and Dr. Kamonsak Suradom,
GTDEE Senior Manager, for their dedication
and commitment.
All participants also bid farewell to Mr.
Markus Hoffman, who will return to Germany
in September. GTCC Executive Director
Dr. Wein expressed his heartfelt gratitude
to Mr. Hoffmann for his dedication and
commitment to GTDEE and GTCC, and
wished him all the best and success in his
future endeavours.

UPDATE 4/2023
 CHAMBER ACTIVITIES 19

GTCC AFTERWORK with Mazars in Thailand

A GTCC AFTERWORK Briefing with Mazars in Thailand at the Sofitel Bangkok Sukhumvit on
13 July 2023 welcomed about 50 participants who received “Updates on Tax and BOI Matters”
presented by Mazars in Thailand Director, Taxation Practice, Martin Liebenow, and Legal
Director, Kodchakorn Kum-iem. GTCC is thankful to our speakers for the very useful insights
and all the guests for joining us!

GTCC AFTERWORK Networking July

The Briefing was followed by GTCC AFTERWORK, which attracted about 90 guests including
GTCC members, partners and friends, making it a wonderful gathering again.

GTCC sincerely appreciates the generous support from Event Partner Mazars in Thailand,
Beverage Partner Paulaner by Flow Inter and Venue Partner Sofitel Bangkok Sukhumvit for
making it another wonderful networking night.

www.thailand.ahk.de
 20 CHAMBER ACTIVITIES

GTCC Executive Director’s mission to Germany

ASIEN-PAZIFIK-FORUM BAYERN 2023

GTCC Executive Director Dr. Roland Wein participated in the 15th Asien-Pazifik-Forum Bayern
on 26 July 2023 with a live interview on “Insight Asia – What moves German companies in
Asia”, together with President and CEO of AHK Korea, Dr. Martin Henkelmann, and Delegate
and Chief Representative of AHK Hongkong Mr. Hannes Farlock. The event took place in
Nürnberg, Germany.

Asien-Pazifik-Forum Bayern is a conference for exchanging information on sales, sourcing,

investment and innovation in Asia, which is
especially important for diversification of
supply chains and acts as a compass in a
dynamic growth of the economy. Topics of
discussion on business and investment in
ASEAN this year include “Thailand: New
production hubs – opportunities for German
suppliers” by Sanlaya Aksharamat, Consul
(Investment) and Director of Thailand Board
of Investment, Frankfurt.

VISIT TO THE THAI CONSULATE-GENERAL IN MUNICH

The GTCC Executive Director had a meeting with Consul-General Prapenpim

Prachonpachanuk at her residence in the Royal Thai Consulate-General in Munich
on 27 July 2023.

MEETING WITH IHK MUNICH AND

UPPER BAVARIA MEMBER OF THE
EXECUTIVE BOARD

On the same day, the GTCC Executive Director

met with Mr. Christoph Angerbauer, Member
of the Executive Board International, Industry,
Innovation of the Chamber of Commerce
and Industry (IHK) for Munich and Upper
Bavaria.

UPDATE 4/2023
 CHAMBER ACTIVITIES 21

GTCC AFTERWORK Briefing with Lufthansa

About 44 guests enjoyed the exchanges at GTCC AFTERWORK Briefing with Lufthansa on 10
August 2023. They gained more insights into "sustainability in aviation" for a greener future,
how the Lufthansa Group connects people, cultures and economies in a sustainable way,
and how they can support green aviation.

We are grateful to Ms. Anlee Do, Lufthansa General Manager for Thailand, Vietnam and the
Philippines, and her team for the fun yet informative briefing on "Future Sustainability in
Aviation".

GTCC AFTERWORK August

Following the Briefing with Lufthansa, GTCC AFTERWORK in August 2023 took place at the
Panorama Restaurant on the 23rd floor of the Crowne Plaza Bangkok Lumpini Park. It was
another fantastic network evening for our members, partners and friends.

We would like to express our heartfelt gratitude to Event Partner Lufthansa as well as Venue
Partner, Crowne Plaza Bangkok Lumpini Park for supporting us and for contributing to the
success of the event. A special “thank you” is also given to our guests for joining and always
supporting us.

www.thailand.ahk.de
 22 CHAMBER ACTIVITIES

Meeting the Governor of Bangkok

GTCC Deputy Executive Director, Mr. Marius
Mehner together with Managing Director of
Keidel DrainStar GmbH, Mr. Rolf Keidel had
the privilege of meeting Governor of Bangkok
Mr. Chadchart Sittipunt and the management
officials from the Drainage and Sewerage
Department of the Bangkok Metropolitan
Administration (BMA) on 4 August 2023.

The purpose of the meeting was to introduce

and discuss the innovative Siphonic Surface
Drainage Technology — a groundbreaking
solution for effectively mitigating the
persistent flooding issues that particularly
have an impact on metropolitan areas. They
also explored the possibility of initiating
a pilot project specifically designed for
Bangkok's distinct environment and weather
conditions.

Global Sustainability & Productivity Network

(GSPN) Dialogue 2023
The Global Sustainability and Productivity Network (GSPN) Dialogue 2023 took place on 9
August 2023 at the United Nations Economic and Social Commission foe Asia and the Pacific
(ESCAP) in Bangkok. The focus was on the importance of productivity in driving economic
growth, innovation and sustainable development in Thailand, the Association of South-East
Asian Nations (ASEAN) and beyond.

The GTCC Executive Director attended the event as a panelist on "Collaborative Approaches
to Achieving SDGs: Case Studies and Lessons from Bilateral & Multilateral” together with:
Ambassador of Italy to Thailand, H.E. Paolo Dionisi; Senior Austrade Representative of the
Australian Embassy, Mr. Michael Helleman; Executive Vice-President, Industry and Community
Engagement of NSTDA, Dr. Janekrishna Kanatharana; and Group CEO and President of
Bangchak Corporation, Mr. Chaiwat Kovavisarach.

The Ambassador of Malaysia to Thailand, H.E. Dato’ Jojie Samuel, and Executive Director of
Thailand Productive Institute, Mr. Suwanchai Lohawatanakul gave welcoming and opening
remarks, respectively. The remarks were followed by an introduction on “Diplomacy meets
Business” by Head of the Mission Diplomatic Council CLMTV Dato, Steve Cheah. There
were two keynote presentations on “SDG in Thailand, and AI and Robotics for Precision
Agriculture” by the President of TDRI
Dr. Somkiat Tangkitvanich and "AI and
Robotics for Precision Agriculture: Increasing
Productivity and Sustainable Food
Production" by CEO of TUSStar Malaysia
and APAC Director Ms. Ravenna Chen.

UPDATE 4/2023

Promoting green hydrogen at SETA 2023
and Solar+Storage Asia 2023
GTCC and GIZ Thailand teams promoted the
Hydrogen Ramp-up Programme (H2Uppp)
for green hydrogen development and
applications in Thailand at SETA 2023 and
Solar+Storage Asia 2023 on 17-18 August
2023. At the H2Uppp booth, the team
broadened the network and connected with
key Thai utility and industrial players and
acquired valuable insights into potential
hydrogen collaboration across sectors.
Thai-German Energy Dialogue
On the second day of SETA 2023 (18 August),
Dr. Pramote Puengjinda, Energy Advisor of
GIZ Thailand, joined as a speaker in the panel
discussion "How to scale up the hydrogen
market and build up value chain players
based on the opportunities and challenges".
The discussion focused on addressing
opportunities and challenges in increasing
hydrogen market growth and establishing a
sustainable hydrogen market.
GTCC organised a business roundtable
on "Industry Decarbonisation" within the
framework of the Thai-German Energy
Dialogue Programme initiated by the Federal
Ministry for Economic Affairs and Climate
Action (BMWK). The event took place on
24 August 2023 at the Eastin Grand Hotel
Phayathai.
It started with opening remarks by Economic
and Commercial Counsellor at the German
Embassy Bangkok, Mr. Johannes Kerner, and
moderated by H2Uppp Programme Manager,
Mr. Tim Nees, together with GTCC Deputy
Executive Director, Mr. Marius Mehner. The
CHAMBER ACTIVITIES 23
remarks were followed by a presentation on
carbon neutrality and net zero emissions
from Mr. Natee Sithiprasasana, Vice-Chairman
of the Renewable Energy Industry Club, the
Federation of Thai Industries (FTI).
Highlights included presentations on
challenges, solutions and a case study of
decarbonisation from the following German
companies: BayWa r.e. (Thailand) Co., Ltd.;
Bosch Rexroth Thailand; Enapter AG; Siemens
Co., Ltd.; and BMW Manufacturing (Thailand)
Co., Ltd.
The business roundtable also featured a
productive panel discussion on "The Way
Forward for Thai Industry Decarbonisation",
with participation by: Mr. Chanchai
Amornvipas from the Energy Regulatory
Commission (ERC); Ms. Massalin Suksai
from Industrial Estate Authority of Thailand
(IEAT); Mr. Pathom Chaiyapruksaton from
the Thailand Greenhouse Gas Management
Organization (TGO); and Dr. Chana Poomee
from the Thai Cement Manufacturers
Association (TCMA).
www.thailand.ahk.de
 24 CHAMBER ACTIVITIES

Falling Wall Labs Thailand 2023

GTCC supported the Falling Walls Lab
Thailand 2023 and joined the event together
with GTCC Premium Partner Schaeffler
Manufacturing and GTCC members Robert
Bosch and VNU Asia-Pacific, on Saturday,
26 August 2023. GTCC President, Mr. Michael
Welser, also participated in the event as a
jury.

Congratulations to the winner and the first

runner-up of the 5th Falling Walls Lab
Thailand! We wish them further success at
the Falling Walls Finale in Berlin to be
organised during 7-9 November 2023.

The Falling Walls Lab brings together a diverse

and interdisciplinary pool of students and
early-career professionals, and strengthens
contacts and co-operation between Germany
and Thailand in science and innovation.

AHK Finance Workshop in Bangkok

GTCC proudly hosted the AHK Finance Workshop at the Eastin Grand Hotel Sathorn, Bangkok
during 30-31 August 2023, at the gathering of finance professionals from the German
Chambers of Commerce Abroad (AHKs) in various countries, to exchange updates and
comprehensive insights into financial topics as well as training in financial planning tools,
including audits and budgeting.

We were also very pleased to welcome the workshop participants at our office on the first
day. The visit was followed by a welcome dinner at the Peninsula Bangkok.

UPDATE 4/2023
 CHAMBER ACTIVITIES 25

“German Day” at
ASEAN Sustainable Energy Week 2023
On 31 August 2023, the German Day was held at the German Pavilion in the ASEAN Sustainable
Energy Week 2023 organised at the Queen Sirikit National Convention Center.

The German Embassy Bangkok hosted the reception at the pavilion with welcoming remarks
by Chargé d'affaires a.i. of the German Embassy, Mr. Hans-Ulrich Südbeck. The event brought
together experts and key players from the German-Thai energy sector, fostering closer
co-operation and the exchange of ideas on green energy transition.

A highlight of the German Day was the introduction of the H2Uppp project by GTCC Deputy
Executive Director, Mr. Marius Mehner and
H2Uppp Programme Manager, Mr. Tim Nees.
The presentations also provided an update
on the project’s progress.

GTCC Executive Director Dr. Roland Wein also

joined the reception and visited the booths
of GTCC member companies and German
companies participating in the ASEAN
Sustainable Energy Week.

Designated German Ambassador to Thailand

Dr. Reichel and spouse visit GTCC Office
GTCC had the honour of welcoming designated German Ambassador to Thailand Dr. Ernst
Reichel and his spouse, Madam Anne Louise Marie Decrue Reichel on the occasion of their
courtesy visit to GTCC on 13 September 2023.

We look forward to further enhancing

the close co-operation with the German
Embassy Bangkok under Dr. Reichel’s
leadership and strengthening the
German-Thai business community.

www.thailand.ahk.de
 26 CHAMBER ACTIVITIES

GTCC AFTERWORK Briefing with VitalLife

A very informative and useful briefing on "Sustainable Work-Life Balance for Longevity" was
organised as part of GTCC AFTERWORK at Ramada Plaza by Wyndham Bangkok Menam
Riverside on 14 September 2023.

We are thankful to our speaker, Dr. Wanviput Sanphasitvong, Preventive Medicine and
Anti-Aging Medicine Specialist at VitalLife Scientific Wellness Center for sharing her insights.
Thanks are also due to all the guests for their attendance.

GTCC AFTERWORK September

Following the briefing, GTCC AFTERWORK

networking was held in the ambiance of
Bangkok’s luminated cityscape by the
beautiful Chao Phraya River. After delivering
a welcoming speech, Mr. Martin Liebenow,
Mazars in Thailand Director - Taxation
Practice, and GTCC Honorary Treasurer,
thanked Event Partner, LUTHER, and Venue
Partner, Ramada Plaza by Wyndham Bangkok
Menam Riverside for their great support for
this event.

UPDATE 4/2023
 CHAMBER ACTIVITIES 27

GTCC Multi-Chamber Eastern Seaboard Briefing

“Updates on tax & BOI matters”
GTCC in cooperation with 8 foreign chambers
of commerce in Thailand organised a briefing
and networking on 22 September 2023 at
the Avani Pattaya Resort. At the briefing
session, Mazars in Thailand Director -
Taxation Practice Mr. Martin Liebenow and
Director - Legal Ms. Kodchakorn Kum-iem
provided participants with essential tax
insights on Merger & Acquisition (M&A)
processes. Topics of discussion included
Tax updates for 2023, new BOI promotions
and new tax incentives for "non – BOI"
companies.

GTCC Multi-Chamber Eastern Seaboard

Networking
The briefing was followed by a networking session where more than 150 guests enjoyed a
relaxing ambiance of networking in Pattaya with GTCC members, partners, friends as well as
members of the participating foreign chambers of commerce and new friends.

Mr. Enrico Sielaff, GTCC Board member, delivered welcoming remarks. He thanked Event
Partners DACHSER, Mazars in Thailand and Schaeffler Manufacturing for the support of the
event; Beverage Partner Paulaner by Flow Inter for the various choices of tasty beers; and
Venue Partner Avani Pattaya for the support with this great venue and food & beverages
arrangements.

www.thailand.ahk.de
ADVERTORIAL

UPDATE 4/2023
www.thailand.ahk.de
 30 BUSINESS BRIEFS

Smart Siam Consulting Limited announces

partnership with A. Eberle GmbH & Co. KG
Smart Siam Consulting Limited has
announced the company’s partnership with
A. Eberle GmbH & Co. KG, a trusted name
in the Power Quality Analysis, Substation
Monitoring, and Voltage regulation market.

Together, they will drive grid digitization and

automation in Thailand, Laos and Cambodia
with A. Eberle's innovative solutions and
cutting-edge technology. Smart Siam
Consulting will be responsible for driving
business growth for the product groups
PQMobil, PQSys and EORSys.

Christian Ruge appointed GM

of Sindhorn Kempinski Hotel Bangkok
Sindhorn Kempinski Hotel Bangkok has announced the appointment of Christian Ruge
as the new General Manager, effective 1 August 2023. Mr. Christian Ruge’s internationally
seasoned career in hotel management and leadership extends across Europe, the United
States of America, the Middle East and Asia, promising a new era of excellence and
innovation for the hotel that is a landmark of luxury and wellness in the heart of the city.

Born in Essen, Germany, Mr. Ruge’s impressive 25-year journey in hospitality management
has seen him hold important positions in key locations worldwide. He began his career at
the Hotel InterContinental Frankfurt, Germany, quickly moving up the ranks to work at their
top properties in Europe and the United States.

His time with Sofitel Hotels & Resorts included serving as General Manager at the Sofitel
Winter Palace Luxor in Egypt as well as Sofitel Wroclaw Old Town in Poland. In 2012 he
joined Kempinski Hotels, and his diverse international experience with the brand includes
successful tenures as General Manager in Saudi Arabia (Burj Rafal Hotel Kempinski Riyadh),
United Arab Emirates (Kempinski Hotel Ajman), and China (Kempinski Hotel Taiyuan).

Prior to joining Sindhorn Kempinski Hotel Bangkok, he was the general manager at Kempinski
Hotel Grand Arena in the famous ski resort town of Bansko in Bulgaria. Under his leadership,
the hotel received several prestigious awards in 2022, including Bulgaria’s Best Ski Hotel,
Best Hotel Restaurant, Best Hotel Spa and Leading Lifestyle Hotel by World Travel Awards.

UPDATE 4/2023
 BUSINESS BRIEFS 31

Blumenthal Richter & Sumet announces

promotion of two new partners
Blumenthal Richter & Sumet Attorneys &
Counsellors (“BRS”) proudly announces the
internal promotion of two accomplished
individuals to the position of partner:
Ekkarat Ritthiplang - a trusted advisor to
multinational and domestic corporations
and co-leader of the firm's M&A team
with expertise spanning corporate and
commercial transactions, foreign direct
investment, and regulatory affairs - and
Weerasa Makepongtorn - a member of the
firm's internationally acclaimed Real Estate
& Hospitality team highly skilled in assisting
foreign and local clients in navigating the
complexities of establishing and successfully
developing their businesses in Thailand.

Samitivej Sukhumvit wins the

“Clinical Service Initiative of the Year” award
Samitivej Sukhumvit Hospital was recently awarded
the “Clinical Service Initiative of the Year” at the
“Healthcare Asia Awards 2023” in Singapore. Assoc.
Prof. Boonsri Chanrachakul, M.D., Ph.D., M.Sc.
(Medical Genetics), Project Chairman and Head of
Samitivej Center of Excellence for Prevention of
Preterm Birth, received the award for “Samitivej
Pre-term Prevention Program” on behalf of
Samitivej Sukhumvit Hospital.

The Healthcare Asia Awards highlight outstanding

hospitals and clinics that have risen above their
challenges and made a remarkable impact on their
patients.

This latest award comes in addition to the two

awards from the Global Health Asia-Pacific Awards
2023 – Hospital of the Year in Thailand 2023, and
Genomic and Lifestyle Medicine Service Provider of
the Year in Asia-Pacific. Samitivej Hospitals vows to
keep innovating to better serve their patients and
employees.

www.thailand.ahk.de
 32 GTDEE INSIGHT

Workshop for Mercedes-Benz Thailand Service

Apprenticeship Programme batch 2022
Between 19 and 20 July 2023, GTDEE/ GTCC
o rga n i s e d a t ra i n i n g w o r k s h o p o n
critical thinking concepts for automotive
mechatronics for the apprentices under the
Mercedes-Benz Thailand Apprenticeship
Programme batch 2022 at MBCC Samut
Prakarn. Dr. Kamonsak Suradom, GTDEE
Senior Manager, led the training on the topic
of critical thinking concepts such as “Passion
for working as a technician in Automotive
Mechatronics”, “How to learn and practice
according to German standards” and
“Knowledge for apprenticeship”. The
workshop also enabled the apprentices to
discuss with GTDEE and Asst. Prof. Direk
Choowichian, an independent expert who
has gained more than 40 years’ experience
in automotive technology

Handover of Industrial Meister in

Mechatronics Certificate
On 25 July 2023, GTCC organised a handover
ceremony of Industrial Meister Certificates
in Mechatronics (Pilot Programme) at the
GTCC office, following the completion of
the Industrial Meister in Mechatronics final
examination during 20 to 23 June 2023.
Congratulations to the successful in-company
trainers of the Pathumthani Apprenticeship
Programme. GTCC Deputy Executive Director
Mr. Marius Mehner welcomed guests of
honour and the certificate recipients with a
speech, prior to congratulatory speeches
delivered by Second Secretary of the
Economic and Commercial Section of the
German Embassy Bangkok, Ms. Regina
Kimpel as well as Director of Knowledge
Management and Social Promotion of
Boonrawd Brewery Co., Ltd., Mr. Cholawit
Suk-Udom, and Deputy Director of King
Mongkut's University of Technology North
Bangkok (KMUTNB) Techno Park, Asst. Prof.
Dr. Nophadon Wiwatcharagoses.

UPDATE 4/2023
 GTDEE INSIGHT 33

DIHK-AHK Mechatronics Certificate Handover

Ceremony at E.Tech
On 2 August 2023, following congratulatory
remarks by Ms. Regina Kimpel, Second
Secretary of the Economic and Commercial
Section at the German Embassy Bangkok,
former GTDEE Project Director Dr. Markus
H o f f m a n n h a n d e d o v e r D I H K- A H K
Mechatronics Certificates at a ceremony for
12 mechatronics students batch 2021 from
E.Tech. During the ceremony, E.Tech Director
Dr. Prasert Klinchoo, together with E.Tech
teachers and students, warmly welcomed
the honourable guests from the German
Embassy as well as Division Director of
the Central Administration of Thailand
Professional Qualification Institute (Public
Organization), Mr. Nithiwuch Siripariyaphong,
and GTDEE team members. Senior Project
Manager, Dr. Kamonsak Suradom, was
translator at this event.

Visit to the BMW Service Apprentice Programme

as part of co-operation in working
with Banphai College
On 8 August 2023, GTDEE Senior Manager
Dr. Kamonsak Suradom, together with
supervision teachers from Banphai College,
visited the apprentices of the BMW Service
Apprentice Programme batches 2022 and
2023 at BMW dealers. Afterwards, GTDEE/
GTCC organised a meeting with the teachers
an on-line meeting at the GTCC office along
with other teachers from college partners
under the BMW Ser vice Apprentice
Programme. The meeting discussed the
supervision by teachers on visiting the
apprentices at the dealers together with
the reducing energy consumption from
transportation. They also planned adapting
the theoretical content of the automotive
mechatronics in German standards into
practice for the apprentices who returned
to their colleges in September 2023.

www.thailand.ahk.de
 34 GTDEE INSIGHT
Automotive students from Don Bosco
technological college visit TÜV SÜD Chonburi
GTDEE co-ordinated a visit between Don Bosco technological
College and TÜV SÜD Chonburi on-site for students in the
Automotive Programme on 9 August 2023. The visitors included 68
students at the por-wor-chor level together with four teachers from
the Automotive Department, Do Bosco Technological College, to
Workshop for BMW Service Apprentice
Programme batch 2022
UPDATE 4/2023
TÜV SÜD Chonburi. The students and teachers were impressed by
learning details about performance tests, environmental tests and
mechanics tests. The visit was important time for the apprentices to
get the picture of their future study in the Automotive Mechatronics
Programme next year.
On 25 August 2023, GTDEE/GTCC organised
a workshop on Critical Thinking Concept for
BMW Service Apprentice Programme batch
2022 (Group 1) at the BMW Group Thailand
Training Centre Pathumthani. These
apprentices are studying at the Bangkaewfa
Industrial and Community Education College
and the Chitralada Vocational (School). For
apprentices who are studying at Don Bosco
Technological College, Banphai Industrial
and Community Education College, and
Bangkaewfa College (Group 2) GTDEE it was
planned to organise a workshop at Don
Bosco Technological College on 3 October
2023.
 GTDEE INSIGHT 35

GTDEE shared experience on mechatronics

training and development with TVET teachers
from Timor-Leste
On 27 Aug 2023, the GTDEE Senior Manager
shared experiences on mechatronics training
and development under project-based
learning regarding the Mechatronics
Textbook guide, at the Mechatronics training
room at Don Bosco Technological College.
Mr. Amilcar Silva SDB, Country Coordinator
of DBTech ASEAN-Timor-Leste and TVET
Teacher, joined this session, which was part
of the teacher team study visit to Don Bosco
to focus on DVET in the German standard
and mechatronics training as well as
development under project-based learning
as the best practice for the Don Bosco Tech
ASEAN network.

Klett Publishing, donated Mechatronics

Textbooks printed by GTCC to
Chitralada Technology Institute (CDTI)
On 28 Aug 2023, CDTI President Assoc.
Prof. Dr. Khunying Sumontha Promboon
delivered a welcome speech to honourable
guests from the Klett Group and GTDEE/
GTCC. It was followed by a speech on the
Thai-German co-operation by Chargé
d'Affaires a.i. of the German Embassy
Bangkok, Mr. Hans-Ulrich Südbeck as well
as congratulatory remarks by CEO of Klett
Group, Dr. David Klett. Former GTDEE Project
Director Dr. Markus Hoffmann also shared
his insights on the qualities and benefits of
the textbook.

www.thailand.ahk.de
 36 GTDEE INSIGHT

Industrial Meister Ceremony at

Singha Museum, Boonrawd Brewery Co., Ltd.
On 29 August 2023, Boonrawd Brewery
organised an Industrial Meister Ceremony
Event at Singha Museum Boonrawd Brewery
Co., Ltd. The event’s welcome speech was
given by Khun Cholawit Sukudom, Director
of Knowledge Management and Talent
Development at Boon Rawd Brewery Co.,
Ltd. A congratulatory speech was given
by Mr. Johanes Kerner Economic and
Commercial Counsellor of the German
Embassy Bangkok . Co-operation in
organising examinations speeches were
given by Dr. Markus Hoffmann, former GTDEE
Project Manager, and Asst. Prof. Dr. Panarit
Sethakul on Implementing the German
Industrial Meister Curriculum with regard
to the pilot programme. The GTDEE team
is thankful to all those who made the pilot
programme to develop the Industrial Meister
in Mechatronics a success in Thailand.

Handover Production Techniques Certificates

to students graduating from Robert Bosch
On 1 September 2023, Production Techniques
Certificates were handed over to five
g ra duat i ng st ude nts i n P rod uction
Techniques Profession at the GTCC office by
Economic and Commercial Counsellor of the
German Embassy Bangkok, Mr. Johannes
Kerner. GTDEE Senior Manager Dr. Kamonsak
Suradom delivered a welcoming speech
with a focus on sustainable development.
This was followed by congratulatory speeches
from: (a) Mr. Kerner on “Human Resource
Perspectives in the GTDEE programme”;
(b) HR Manager of Robert Bosch Automotive
Technologies, Khun Timporn Yartbamrer;
and (c),“Quality of education commitment
in co-operation with GTDEE” by Deputy
Director for Occupation Development,
Eastern Technological College. (E.Tech),
Dr. Samruay Mahaphram.

UPDATE 4/2023
 GTDEE INSIGHT 37

Visit to Don Bosco in preparation of

mechatronics training and development in VET
for a 5-year programme
On 5 September 2023, GTDEE Senior
Manager Dr. Kamonsak Suradom was
monitoring the training of mechatronics
students at Don Bosco Technological
College Bangkok, who are the first group in
a 5-year mechatronics pilot programme
operated by GTDEE in cooperation with the
college. In picture, one of the students,
Mr. Phanaphat Jirawatthanaphan, worked
at a mechanical workshop to produce parts
for picking and placing devices. He also
joined the World Youth Day Lisbon 2023
(JMJ Lisbon 2023) between 22 July 2023
and 13 Aug 2023 in Portugal.

GTDEE Vocational Education Committee meeting

On 12 September 2023, GTDEE organised
an on-line Vocational Education Committee
(VEC) meeting. The meeting focused on
electing the chairman VEC members,
upgrading the PAL Final Examination 2023
version, schedules for the Training Examiner
Board in Automotive Mechatronics,
Production Techniques and Industrial
Mechanics. Dr. Kamonsak Suradom made a
commitment to developing an apprenticeship
programme on professional competence,
human competence, social competence and
methodological competence regarding to
German standard. The VEC members also
voted for a new Chairman and congratulated
Khun Cholawit Sukudom, Director of
Knowledge Management and Talent
Development at Boon Rawd Brewery Co.,
Ltd, on his election as new VEC Chairman
from 15 Sep 2023 to 15 September 2025.
 38 MEMBERS’ CORNER

New GTCC members

up to 30 September 2023
German-Thai Chamber of Commerce warmly welcomes 15 new members

Baklava Co. Ltd. GreenPlus Trading Company Limited

Mr. Cengizhan Erturk Mrs. Tapanan Loretz
Co-Founder & Manager Managing Director
Ms. Pronphan Seesongkram Mr. Adrian Loretz
Co-Founder & Manager Chairman
baklava@baklava.co.th info@greenplus.co.th
https://baklava.co.th https://greenplus.co.th/en
Manufacture of bakery and farinaceous products | General cleaning of buildings | Other building
Manufacture of bread; manufacture of fresh pastry and industrial cleaning activities
goods and cakes

Biesterfeld International (Thailand) Ltd. Mr. Lars Gahtow

Mr. Lars Witzel Director
Managing Director Zen Mood Co., Ltd.
l.Witzel@biesterfeld.com info@zenmood.co.th
https://www.biesterfeld.com
Wholesale of chemical products |
Wholesale of other intermediate products

Deufol Doehle Projects Ltd. Ms. Lim Sheue Ling

Mr. Benjamin Ress BD Director
Director ELTRON Interconnection System Pte Ltd
Ms. Piemsuk Sanghiran sales@eltronconnect.com
Head of Business Development
thailand@ddprojects.com
Land transport and transport via pipelines |
Sea and coastal freight water transport | Freight air transport

GFour Wine Purem Aapico Co., Ltd.

Mr. Luca Di Filippo Mr. Andreas Stecken
CEO Executive Vice President
Mr. Suttipat Pakavaleetorn Ms. Xiaolan Yu
Sales Representative CFO
sales@gfour.co.th https://www.purem.com/en/
https://gfourwine.com/ Manufacture of parts and accessories
Manufacture of wine from grape | Wholesale of beverages | for motor vehicles
Retail sale of beverages in specialised stores

UPDATE 4/2023
 MEMBERS’ CORNER 39

Rehm Thermal Systems Thailand Water Field Asia Co., Ltd.

Ms. Pornpimon Klangsupan Mr. Siamsarn Buangam
Assistant Sales Manager Managing Director
Ms. Paramee Ngoksamer Ms. Pattama Milindankura
Office Assistant Business Support Manager
https://www.rehm-group.com info@waterfieldasia.com
Manufacture of machinery and equipment n.e.c. https://www.waterfieldasia.com/
Water collection, treatment and supply | Sewerage |
Retail sale of other household equipment in specialised stores

SRF Industries (Thailand) Co., Ltd. Webasto (Thailand) Co., Ltd.

Ms. Anamika Verma Mr. Stephan Rupf
Chief Human Resources Officer Country Manager
Mr. Dinesh Verma Mr. Sascha Jovanovic
CFO CFO
www.srf.com www.webasto.com
Manufacture of other technical and industrial textiles | Manufacture of parts and accessories for motor vehicles
Manufacture of chemicals and chemical products |
Manufacture of rubber and plastic products

tesa tape (Thailand) Ltd. Zimt

Mr. Patrick Edler Mr. Daniel Quilitz
General Manager Southeast Asia Managing Director
Mr. Jon Erik Andreas Gunnestrand Manufacture of bread; manufacture of fresh pastry
Regional Manager Asia Pacific and Director goods and cakes
https://www.tesa.com/en
Manufacture of glues | Wholesale of other machinery
and equipment

Tops
Mr. Thanawat Jirajariyavej
Chief Merchandising Officer
Mr. Noppadon Poomanee
Head of Supply Chain
cusserv@tops.co.th
www.tops.co.th
Retail sale in non-specialised stores with food |
beverages or tobacco predominating

www.thailand.ahk.de
 40 TRADE FAIRS
INHORGENTA MUNICH 2024
Europe's Leading Platform for Jewelry,
Watches and Gemstones
16-19 February 2024, Munich
INHORGENTA MUNICH is positioning itself
for a future-proof transformation with
fresh concepts. Europe's leading platform
for jewelry watches and gemstones is
experiencing a powerful and inspiring
trading-up on its 50th anniversary in 2024.
Part of this transformation is a new hall
structure, fostering synergies and creating
space for growth, particularly in the luxury
segment , and enhancing the visitor
experience.
UPDATE 4/2023
INHORGENTA MUNICH provides a unique combination of individuality, inspiration and
innovation. It is the order and communications platform for the industry and reflects the
market in all its diversity. Spread over six halls at Messe München, exhibitors from across
the world will present their latest creations. Through its extensive supporting programme,
comprising the INHORGENTA AWARD and the TRENDFACTORY MUNICH, the trade fair offers an
in-depth overview of international trends and developments. The previous trade fair attracted
802 exhibitors from 38 countries and around 24,000 visitors from 90 countries to Munich.
For the new hall structure in 2024, Timepieces, Fine Jewellery and Carat halls will remain in
their current locations. Elegance & Lifestyle and Technology & Bijoux will move along with
the Design hall. Timepieces and Elegance & Lifestyle will benefit from the overlap in their
visitor target groups and themes thanks to the new proximity. In addition, a dedicated
Wedding World will be introduced and come together with Contemporary Design & Vision to
create a unique space of inspiration.
With new spirit and fresh concepts, INHORGENTA MUNICH will be an outstanding event
reflecting the exceptional craftsmanship and special aspirations of this industry. It will take
place on four days from Friday, 16 February to Monday, 19 February 2024 in Trade Fair Center
Messe München.
More details about INHORGENTA are available at https://inhorgenta.com/en/. For further
information, please contact the German Thai Chamber of Commerce’s official representative
for Messe München GmbH in Thailand, Ms. Patamaporn Wasuwat, by telephone at
+66 2 055 0641 or by e-mail at muenchen@gtcc.org

ITB Berlin 2024
Where the Future of Travel is Shaped
5-7 March 2024, Berlin
ITB Berlin 2024 will take place from Tuesday,
5 March to Thursday, 7 March as a pure b2b
event providing a platform for the entire
value chain of the travel industry. It hosts
the leaders of the global travel industry,
showcasing decisive trends and providing
unlimited opportunities for the travel
busi n e s s . A s in p re v i o u s y ear s, t he
internationally acclaimed ITB Berlin
Convention will take place parallel with the
show as a live event on the Berlin Exhibition
Grounds. This is where the heart of the
global travel industry beats.
For more than 50 years the name ITB has
stood worldwide for industry knowledge on
365 days a year, networking and trendsetting
events, whether in a virtual, in-person or
hybrid format.
Every year in March the world of international
tourism gathers at the largest travel trade
show, ITB Berlin.
At ITB Berlin 2023, around 5,500 exhibitors
from 161 countries displayed their products
and services to more than 90,000 visitors.
In 2023, under the heading ‘Mastering
Transformation’, the ITB Berlin Convention
TRADE FAIRS 41
took place as a live event with a total of
24,000 attendees who took part in 200
sessions with 400 leading speakers.
ITB Berlin offers the global tourism
community even more high-quality themed
content in the form of newsroom articles,
podcast episodes and other innovative
formats. With ITB 360°, the World’s Leading
B2B Travel Trade Show is hosting a new
content concept that provides a year-round
platform for the wide range of topics of the
global travel and tourism industry as well as
offering the global travel community access
to valuable industry knowledge, including
interviews with experts, surveys, trends and
other insights – and every month covers a
new key topic. It incorporates the expertise
and knowledge of all the international trade
shows of the ITB brand family – including
ITB Asia in Singapore, ITB China in Shanghai,
ITB India in Mumbai as well as ITB Berlin,
together with that of various international
industry experts.
More details on ITB Berlin are available at https://www.itb.com/en/. For further information,
please contact the German-Thai Chamber of Commerce’s official representative for Messe
Berlin GmbH in Thailand, Ms. Patamaporn Wasuwat, by telephone at +66 2 055 0641 or by
e-mail at berlin@gtcc.org.
www.thailand.ahk.de
UPDATE 4/2023