:I Poc Ci 3oo%

Tob"StOry
This book te s my sto
, bOth
myprOblems and opportunties'' lt
began fr9m /hen l /as young to
when l started my business it
came from the stOry l tO d TOOm"
Sorakol Adulyanont for over t
0
years
l first met him at oOm ai
Thailand"(New Perspectlve of
Thaand)T/7 prOgram k was my
first intertrieand it/as his first tinne
as n/hOst
VVe were both novices
During the conversat on, Toom
kept kicking my leg to let me kno
lt
as tirne for the break That was
the lrst lme we met After that,
l have met him for so many tlnes until this book /vas
nished
l A7ould ke to express my sincere appreciaton to
Toom f he had not ritten this book himser, Imy life
storv must have been co nnpletely du
l hope the readers and the pubic ould find my lfe
StO
he pfu As a smal wish of nlne,
consider this
book a true success if someone, even only one person. Is
inspired by my fe sto
/and make their drealm come true
Last y, l feel deeply 9rateful for those people lvho
have brought Tao Kae Nol(yOung Chinese businessman)
tofe,ncame y eve
custonner,my dad,my monn,my e der
sister,my elder brother and Tao Kae Nolteam
l reay appreciate
:ttipat Peeradechapan
s
Prologue
Chapter l :
Chapter 2 :
Chapter 3 :
Chapter 4 :
Chapter 5 :
Chapter 6 :
Chapter 7 :
Chapter 8 :
Chapter 9 :
Chapter 1 0 :
Chapter ll l
Easy Money Hard Money
The histow of Seatveed"
/rongtheorv"ButRight"Thinking
Voice of good"and``ev
"
For/hom Am l Doing This?
Nose Bleeding CEO
Everthing ls4y`acher'
Pride
Beyond My Dream
Des re
lncantation Never lose"

::

As SOOn as l deCided to quit the university and fu

y
dedicate my life to the business path, lmy life turned
around instant y
h/1y brain ahVays thOught about figures, rnana9ement
and eXpanslon
l knethat `passion" drove me to a Super fun and
happyOrk
Despite a shame to te
my friends that l left universit/
to se chestnuts, l felt so proud inside
ltas partiay becauSe l achieve financial freedon
l h/en't asked my parents fOr mOney since l
vas in
high school
Back then, l earned money fronn games 1 0nly sat in
front of the monitor and fOund a ChanCe to make some
prolts l used my brain, nOt my energy, tO Imake pr01tS
This inteectaS SO C001in teenager's eyes
Page
ll
1
7
15
20
24
31
38
43
47
53
59
/hen l entered the university, l started tO have a
problemith Cash lo
/hat l did
as not a success untl the cheStnut
business
l regained the financial freedom t made me happy
even though l had to invest lots of energy l had to help
ncle Tt ang'' Carw the machlne and chestnut sacks and
se them at the shops
This tirneasn't as cool as last trne
Hoever, l never fe t n iserable On the contrary,
as happy and eniOyed lnvesting my energy to earn
money
Eve 7 day,
oke up at 7 am, tOok a sho
er, 9ot
dressed, and 90t ready for chestnut de
vew
After expanding the branches and h ring more
employees, l came dO
nStairs to brief my StaF
here to
dever the chestnut and ho
/much
A large stainless steel refrigerator sat right ne
tto my
house, ith chestnut about Seven or e19ht sacks inside
He poured the Chestnuts in the
vater and sCreened
out tlne floating Ones The sunken chestnuts
Vere packed
in the five kllogram bags
y ernployee tvA.7ould deiver one port on and
l deivered the other because l
OUld ike to inspect
the branches at the Same time
From dOing thiS, l inSpected five branChes a day on
the distance of more than 100 k10meters
l arrved home at 9 p m and brOught a
the CO ected
money back forlmy mOm to COunt
Ths was hoW I
Ved almost o/ew day
Beeve it or nOt, i never get tired of NA70rk Not a
single day
``Passlon''
as really poerful
l once
as the student
ho Carried thousands and
thousands baht in my
a et and Spent thirty or forty
thousand baht a month
GenerouS, b19-hearted and Sporting kid
hO a
O/S
treated his friend
Novadays, I Spend 500 baht a
veek, mOStly on
lunch SOlme dO/,l ma/Spend mOre because l take nny
9i
fttend out tO See th
movie
Ho/ever, I hardly sa
my friends during the first three
years Of rny businesS
The clothes l ear are the same oneS l bOught When
lvas a spendthrit
Frorr a foppish
ho aays ore ne clothes,
l hardly boughi ne outfits for a rnost three years
The'' value" of easy money as completely difrerent
from the hard lmoney
Both are sti the
.rnoney''
Both can pay bi s
Hoever,the``value''in our mind was diferent
The money you earned by the seat of your brow
made you spend more cautiously because you rea
zed
hohard it NA/aS tO earn each baht''
t as different from the money you earned
hen
sitting in the a r conditioninlJ room and cickin9 at the
computer montor
ts value
as diferent /hen you invest your energy
on yourork
Some dO/s when l devered the chestnuts,
as so
tired that l shed rry tears
l had to drlve across the count , both Bangkok and
provincial areas
l vhen getting hung , l did not h
e tirne to stop and
eat
No matter ho exhausted las, l had to endure
Once, my lmom and l drove to Rayong Provlnce to
make a deivery Then,
e 9ot a phone ca fronn the
employee in Saraburi Province that the chestnuts
Vere
se ng ve el e need tO deiver some more
l had to dttve fronn Rayong to Bangkok to get the
chestnuts Then, l drove further to Saraburi
l had to go no n atter ho
v tired l /as because the
distance about 200 kiOmeters was worth more than
20,000 baht

T^e Vaue

r eas oe waS
_

CO
P
e`e
atere
`
ro
`^
Aardoe

1
I B
`
are s

oe

1 8o Ca ,a

s I
IIT11.I111
Sonne lme,my tears ran over my face wh
e l was
dr ving
l lom asked, VVhat happened to you?"
Nothing, ma Sornething 9otintO my eyes"
l ied to lmy mom for her peace of n
ind ln fact,
as so exhausted because l had to drve to different
branches SometimeS, l had tO dnVe for a 10ng diStance
luSt ike that day SO, l drank ener9y drinks to keep
refreshing myse f
l drank so much that l couldn't close my eye
dS SO,
lmy tears ran dOn my facehelas driving
That didn't happen iust Once
it happened tO me at least once a
veek back When
l delivered the goodS mysef
,4on later told me that she kne
I Cried because of
exhauStiOn
The business Of each branch Of
Tao Kae Noi
Chestnut"went ver7 we
After ha/ing abOut 30 branches, l stOpped dOing the
dever. mysef HO
ever, I st woke up early to inspect
each branch as usual
The average income back then
as about to mion
bahtl
Ho/ever, l hardly 9ot Out
l hardly spend the money as usual

CW
T

laays beeve that

prOblems"are
OppOltunities''
l do nOt beneve thiS becauSe so reone tOld me sO
HOwever,my 9Xpenences taught rne
lt taught me that eVen/ tirne
problems" CCur, ne
opporlun ty''iS coming
l remembered when Tao Kae Noi Chestnut eXpanded
to 25 branches The profit reached 300,000 t0 400,000
baht a month
For 19-year old kid,thiS
as a satisi
ing nup ber
l thought that,
ith thiS amount of income, I WOuld
se
ChestnutS"t
the dO/1 died
Unforlunately, nOthing
ent as expected
on6 day,
Tesco Lotus"Changed the eXecujVe team
Fore19ners
Vere in charge of the rental space
on the first do/ Of their duty, they
alked in eaCh
branch fOr the inspectiOn, taled by a group Of Thai
employees
After alking for a

he, they StOpped at

Tao Kae
Noi Chestnut"
On that do/, l stOOd there wth my StafT They asked
hat this booth as seng
`.A/Vhat is ith the smoke and sme
?"
Theyould ke me to move and se
outslde
Even though l underst00d that the executive of
Tesco Lotus'' must fo o the estern standard clnd
everything lmust comply
ith it exact y, their soltltion
became rny problem Out of 25 branches of mine, 18
branchesvere located in``Tesco Lotus"
l put my efforl lnto selecting the locat on Out of the
sudden, they
ould ke me to se my prOducts at the
parkln9 1ots lould neverlet that happen
l had to fight to the end
l therefore stayed tota
y perslstent and stubborn
lnstead of aCCepting the solutiOn by moving the
shops, l attacked the`.problem"itself
l asked /hat the problem
as and l
as ready to
change that
As my standpoint,
ould not rnove but
Ould SOIVe
the problenn
/hen they Sald that roaSting chestnuts Caused
sme
'',l bought and inSta ed the cooker hood
when they told me that there
as too nnuch smoke,
l had the technicians adiust the machlne to produce leSS
smoke
Despite less Smoke, it st
CauSed the Celin9 tO turn
ye ov l hired painters tO repaint the ce
in9 at n19ht after
the departrnent stOre
as c10Sed
The lessOn learned from thiS CaSe
as that

e lmust
be patient to ensure the busineSS' SuCCesS and sOmetimes
e muSt be
persistent''
h/1y effort to prolong the tfe Of ``Tao Kae Noi
Chestnut''succeeded fOr qute SOme trne
Unti1 0ne point, l agreed tO StOp roasting the
chestnuts in the stores lnstead, l rOasted them from
sOmehere else and brought them in the shops
Despite Selin9 the Same quality Of CheStnutS, the
:p:rTl:l::
r:

i"att a h

COOk
md
steaming hot f00d On the tray, cOmpared to the one
sen/ing ready
to eat food prepared from SOrne
here else
The buyers saonly cold food on the tra.

thout pOint of purchase stimulation, the revenue

started to drop 9radua y,from 8,000 baht a day to 4,000
baht
Thls amount could not even cover the rental
f l let this situation contnue for three more months,
l must be out of business
At that time, l could conne up with only one solution,
finding a ne locat on
For the risk diversification, l turned to rent rrore space
of Centra'' and ..The al" iyith our sales per day, any
depatment store was lng tO open lts door
ln ne9otiatin9,
ould start by te ing them the

disadvantage'' of my product,
/hich as the smoke
during the roasting process f they let us open ln this
location, they needed to insta us the cooking hood and
NA/eould pe/for the expense
1/ost departrrent stores pald the expense for us
hen they sa our sales That as because they sa a
good investment a er the expense deduction
Besides this ay, ere there any otherays to save
Tao Kae Nol Chestnut"from the cnsis?
This queston lingers in my head
nt One morning, l inspected my shop at The R/1a
and las vew hungr/
/hie standing in ine to buy ice cream at
Dairy
Queen", l noticed that it also sold Sausages in the same
booth and people bought them

yhen
Dairy Queen'' sold both iCe cream and
sausa9e,/hy should'ao Kae Nol''se
onlychestnuts''?
/e could increase our sales by adding product
nes
and offenng the buyers more options
t ould maximize the use of existing distribution
channel because
e had mOre prOducts but paid the
same renting cost
At first, I NA/Ould ike to se
``sausages'' lke ``Dairy
Queen"butit did not match
ith existing product
After 9iving a lot of thOughts, l decided to try the
fanniar product ith long fe t
aS ``Sundred Chinese
perslmmons''
l bought them from Yao
/arat market and repacked
them in a nicer packa9e
l tried to se thenn in prOVincial areas first, Startin9
from Ratchaburi branch
itorkedll
The gross sales increased
The ratio of persimrnon was about 20-30% of the
shop's gross sales
/hen the tnal at the first branch orked, l sold the
product at other branches
Even though the persimmons" boosted sales, t
could not rnake up for the lost sales
l therefore started thinking about a ne
product but
l haven'tcome upith it yet
nt one dayhen l picked up my gi fttend from the
universlty, she got into the car, pu ed somethlng out of
her bag,and ate it
She cheed and 9rabbed for more repeatedly She
did not talk to me at a
lA/hat could pOssibly be that deliclous?
l asked herto let me tr/SOme
Only the first bite

ltas yummy
l turned to ask my g rfriend hat it as t tasted
900d
Deep fned sea /eed"
Back then, l did not think about anything but its
deicious taste l
ould ike my mom to try some so
l asked my girfriend for a bag
When l arrived home, i Shoed my mom the seaweed
``Ma,this deep fned seaweed tastes very 9ood"
Aftervo bles,my mom snatched my seaweed away
She gave itto my``aunt''
y aunt loved it and asked llVhere did you buy it?''
ltold her that l pick up my friend
/ho bought it
l' buy you some more next Salurday"

`cou`d posst
l e
^
deactous?

l askedroe
ON trs re..

.
:

'
k
..eee rtea seaweed
l kept asking my girfriend tO get the deep
fried
seaweed for my famiy ntil one day, my gidfnend
complained that she could not find it
.`t
/as SOld out"
As soon as l heard this
sentence, the first fee ing
that struck meas shmiar to
when l knew that my stuff"
in the game could se
l sav the business
`.opportunity''
Think about it Not only
teenagers lke my 9irfriend and me, but also people at my
mon3's and aunt's age loved it
ln terms of sale, the
deepfried seaeed'' in shorl
supply confirmed its pOpularity
VVith fu l qualificatlon, it trtlly desen
ed to be the ne
product ofTao Kae Noi"
lt became the
product''that completely changed
my life
(lll

:5
'V
:

Tao Kae Nol''

Ai nn''sounded more excited than ever
come here COme here,"she beckOned me
Ainl"ca ed me tO taste the newy fled
seaweed"
l putthe sea
veed in my mOuth
.`s it a right?''
l che ed
9hty
Crunch"
The sound of Se
veed indiCated the``Cr spiness''

's ok,Aim"
l didn't need to 100k up to See hoVV bright her``sm
e''Vas
After `oSing" the se
eed fOr SO 10n9,
Aim'' could
indlT'I:::te
d hech que deep tt he setteed
and tO make it Crispy
Her`.problenl''ended but my
problem''hasn't yet
The neXt Step
as seasonlng

l didn't kno
anything abOut f00d l didn't kno
hO
to COOk
l only kne
that the beSt faculty of f00d SCience
aS
at Kasetsan
niversity
l ent straight tO Kasetsart
niVersit/ and asked the
professOrs abOut thiS
They suggested me tO COntact the company that sOld
seasoning fOr criSpy snackS
After gettin9 the
Seasoning", l asked fOr a favOr from
the one
hO kno hOtO C00k
) 4om''haS a

o/S been the one l depended On

l asked her to SeasOn the deep
frled Sea
eed After
tttals and errors,the taSte
as ina
y deCiOus
Then, I Started tO buy plaStiC bags tO pack the
seeed myself
/e deep fried, Seasoned, paCked and SOld the
searveed in
Tao Kae N01"ShOps by ourselveS
lt turned Out that the sales of hOme
made seaMleed
.lyas as 900d as the Se
Veed l bOught
ThereVas nO differenCe
lt t00k me fOur to lVe monthS tO deve10p the produCt
After 9aining the conldenCe, l eXpanded the business
and inCreased the number Of employees fron3 fiVe tO ten
Everthin9as ready,eXCept increasing the diStribut10n
channels
NvVhoV001d ima9ine that One ``
niStake"
VOuld lead a
p
;

yttt d
d my d
d
hOmuch the n/COmmercial cOSt?
After reCeiving th9 ans
Ver that
it COStS 400,000 baht
a minute'',l Shutthe d00rto my dream and
atched
/in
my r00m
On that day, the b19 businesSman
aS 91Ving an
inten/ie
abOut hiS Secret tO SucceSS He imentiOned a
strategy of``9uerr
la marl
eting"
ThiSOrd Seetmed COOl lt SOunded Ok
l didrl't really understand
hat
gtlerr la marketing"
meant T
1 0ne do/, t t00k a drive and StOpped by at
7-Eleven

/hen l 100ked acrOSS the Street, l Sa

anOther
shop lt
as alSO On another side
TheVOrd.`guerri
a marketing''pOpped into my head
Yes 7-Eleven
as iuSt
e ``guerula'' surrounding the
pe
:v peode ud ttdr eyes OR tt h
Was
7-Eleven"
For 19-year-01d teenager
ke me,
Vas Ver/ excited
to crack this business code
l kept on thinking f
e could put Tao Kae Nor'
deepfried seatireed into``7-Eleven", t meant that
/e/ere
the.`guerri a''surrounding the
people"in the city
This must be the
guerri a marketing" strategy he
mentioned
On that day, l had no idea that l misinterpreted the
concept
The real theow of

9uer
a marKeting"
/as ln fact tO
penetrate the market in provincial areas first t created
popularity around the city before going to the capital city
l interpreted it into a total diflerent ston/
Ater this incident, sOmeone told me that i
/as an
example of people
hOSe SuccesS didn't e On the
``theo'' It didn't mean that the ones good at memOrzing
things/ould be successful
ltas a about
ay of thinking"and taking action
lmO/misinterpret the theow but my
ay of think ng"
as correct

A
e can achi ve a success
l rnO/ misinterpret the
guern a markeung" frOm the
`.theon/'' but /hat /as absolutely right
as idea to place
my products in 7-Eleven,
ith branches across the countr/

lL
et

7
j

e
L:
"ere`

,uerr
la SurrOutttA`

pe

e t ct`
Ttsus`Se r

uerrt aarkea,
srare
ed
o
`
a da'dta v
o ko"ar
`e coCe
iF
ith Only one diStribution channel, I Can diStribute nny
produCtS in 200-300 branches
You mayVOnder v hy itas not OVer 3,000 brancheS
Ihad no idea"once agaln
7-Eleven in 2004 had more than 3,000 brancheS
l thou9htVe could te 7-Eleven that
eould ke tO
place the productS in 200-300 branches first
For me,
problems''ereoppOrtunities''
Hoever,h/ing no idea"
aS the Origin of
prOblemS''
Therefore,
havin9 no ldea''
as the ori9in of
Opportunities''
I can guarantee that i Certainly did nOt
misinterpret thiS.

s

==

v:
'
i caned N/1s Pu again
Helo,Ms Pu lam_Tao Kae Noi"
She did not rernember me
l am the one who waled foryou unl1 4 p m on that da/"
She rennembered th s lme
`
have a neproduct to propose you''
Not the sea eed anymore?''
``tis st
the seeed but ney improved"
This lme,l rnade an appointment with her a few days
in advance so that she ould have more tirne
4s Pu made an appointment
ith me atl p m
l ore lacket and tie as usual l arnved at 7-Eleven
buding at ll a m and found something to eat first
l p an to adiuSt myser wnh the environment so that
ould not get too excited dunng the presentatiOn
Atl pm,everthing remained sent
l,05 p m

1:30 p m
2pm _
My mind atthal moment waS
ke a canoon,wlh the

900d''Character ighting
ith the ev
''One
ThegOOd"WaS te ng me hOW dediCaed we were
during the past t
O monthS /e could make it, COtlldn't
e?

e sucCessfu
y changed the package it didn't hurt
toait att ehi e longer
The .`evi'' one told met See? lt ended up the Same
ay Let's90 back V
e've lost Our chance
l heard the voiCe of these t
o f19hting in my head
Finay, hen the Watch tOld me that it
aS OVer 2
pm, knew l COuld not meet Ms PU
However,l accepted t thiS ume
l caed S Pu and tOld her that l
Vas vvaiting but
ould lea/e the productS at the reception counter
l handed the Sea
eed in the ne

package tO the
receptiOnist before le
/ing
ln that Verv second, the VOiCe of .`evi
' dro
ned out
the900d''One
As S00n as t 90t into the car, l turned on the
musiC as loud as l cOuld tO dro
n out the scream Of
disappointment''in my mind
looked up atthe s
and aSked/hyfeas sO Cruel
Vhy did l ha/e to be in this position?
l aready had the chestnut business and plenty of
employees /hy did l ChoOSe to be in the positiOn of a
olthlesS person?
l drove back hOme with the 10ud VOiCe of ``evi
echoing in my mind
Thal'st 1'm dOne Wth l
This iS PU frOm 7-Eleven,''She sOunded so Cheerful
`
already taSted it and it .tyaS Ven/deHcious l let the
management taste it,tOo,and eVeryOne said it
Vas ver/taSty"
``Yes Yes Yes'' l kept agreeing
ith her
My brain was sl
numb With the
truth"thtt has iuSt
happened
`
ao Kae NoF'
be sold in 7-Eleven
Are you ready tO Se
in our 3,000 brancheS?"
.`3,000 brancheS?," I Cried in high pitCh because
las thinking to start from 200 0r 300 branChes lrst
`ls there any problem?,''asked h/1S PU
A/vhen `.oppOrtunity" presented itSeif,
Ould neVer let
it s p Out of my hand
'm ready,''I Sald firmty
Then, MS Pu started t0 90 through the process,
starting frOm the proposal and the company
Ould ViSit
the factow tO See f l met ACPP Standard
l did nOt understand a thing
S PU has sald
However, my ans
er remained the same
Yes Ok lm ready"
As sOOn as l hung up the phone,a voiCe spOke
``See?Ve can do it''
lt was the voiCe of 900d"

1
r
CFlttC

FIttl.TI.T

The minute l arnved hOme,the phone rang

The number on the screen
as the one Of 7 Eleven
l answered the ca , hear ng the voice of ``evi''
lau9hing at me
l thoughs Pu ca ed tO te me that the produCt did
not meet the Standard and l had to improve some issues

71:
1
g ttMs?
/he l as running around to lnd `cash' to run my
business, the construction of my factory continued
hurriedly
ln a 3-block bui ding, 2 bloCks Served as the nev
faaOry
l rnoved the stoVe from my house to the Other bloCk
to resume the production ThiS alsO a
owed me to control
eve11thing easiy
l didn't need to move between both places
No matter homuch l speeded it up, l couldn't inish
it in time
Under a stnct Qc syStem, 10% Of the product is
found defective
``Ms Pu''calied me,Sayin9 that she ould send me a
map by fax and asking me to pick up ..
s Pae'' to
inspect the facton
Talkng with ``Ms Pae" On the phone for around an
hourin the car heiped me 9et fami
arith her
Thanks tO my youth, almost everyone Was kind
to me
Hoever, thiS didn't affect the QC Standard of
7-E even
Seeing the factor/,She stood stunned
``
hy is it so Sma
?,"she sald when she saw my first
factory
lthought that She Was shoCked when seeing my ne
/
factory She n ight have passed Out if she had Seen the
ld facto in my houSe
l remembered that day, l became her shadoW
because lasn't more than 2 steps behind her
Whenever she mentiOned the problems about my
factory that shOu d be solVed,I Sald yes immediately
OK
OK"
After finishlng the inspeCtiOn,She complained again

This has been the Sma

est factory Ve inspected"
LA/hen she asked me V
hen the factOry irnprOVement
ould be completed, 1 9aVe her the anSWer immediately:
omorrov7''
in my mind,this /as the toughest thing in my fe
She asked me if l could do it in time l confirmed
/hat l had said Vhen she went back, l put pressure on
my dad, te ng him that a
problems had to be corrected
/ithin that night
ln the follo /ing morning, l took pictures of corrected
work and sentthem to Ms Pae
A few days iater,she ca ed me She said,was
approved"
The ``guerr a marketing" tactic of ``Tao Kae Noi" has
started
Three hours afler our happiness,the phone rang
Ms Pu"ca ed me
` 'm sending you a PO IA/ould you
ke rrle to send it
to you by fax or /ould youke to come here and getit?''
She suggested me to go there by myseif because it
as my frst PO
Ient there to get the postal order Nvvth elation
The energy linvested ould yield a good return
When l got intO the car, l opened the envelope of the
PO immediately
y eyes/ere glo inghen l sathe quantity: 400
boxes of C assic Flavor Sea eed"
This was fo owed by the exclamation
Heyl"
This was because of the folowlng message:
Delivery
ithin 7 days"
Heyl The producion capacty at that ime was iust
40 boxes per day
IA/ithin seven days,lt could produce 28o boxes
But 7-Eleven wanted 400 boxes
Certainly, l never considered ne9otiating with 7-Eleven
forless order number
Everthing must go on
How could i produce a of these within 7 days?
i came back to te my family both good news"and
``bad ne
s''
After that, looked for ways to increase the production
A fe days later, the production capacity increased,
but from my estimation,it couldn't be finished in time
That day was the day when l witnessed my fam
y's
power oflove
A of them helped me active y
y dad,rnom,elder sister,elder brother,and relatives
heiped me
y uncle who sold stewed p19's ieg also came tO
help me
4y elder sister asked her 7-8 friends,
hom she has
known since the university days,to give me a hand
The number of workers moved from 20 to 40
A of us had to compete wlh lme
ln the final day, everyone worked at fu
speed to
finish everything by 8 30 am
``Ms Pu"threatened that the distribution of the lrst lot
Of gOods had to be postponed to the fo
oin9 month if it
asn't deivered on tirne
And if the product iife was shorter than 80% as
specried,they wou d relect the products
This meant if l couldn't deliver the lot of goodS in
tirne, l had to se it somewhere else
8 30 am ofthe fo owing day was the bet for
fe and
death ofTao Kae Noi"
l didn't get much sieep for 7 days During the inal
night,l didn't sieep at a
A
peop e in my famiy know that l Was SO Crazy
about this
lt exceeded the level of seriousness"
l v as aays the ``youngest brother'' in the fannily:
l hardly faced any diffcu ties
F

`
ar l

l a

1N2
y

FllWtt a
1tsI

VVhen my fannily witnessed the physical and mental

efforl l put,they helped me whole
heartedly
That night,l barely functioned
lA/hen feeing sleepy, l washed my face l 17VaS
shocked when ilooked in the mirror
l thought i tAyaS Panda Lin Hur'
N4y eyes had dark circles and my face looked
eary
At that tirne, l asked myser: ``lA/hat the he
is wrong
ith me?",lAlhat am l doing?'',and``For what am i doing
this?''
l rnissed my friends ln vhat pub were they hanging
out?
l asked myseif whatl was doing
ltas the moment of my 9reat discouragement After
l finished washing my face,1 1eft the bathroom
l sa /my mom and my sister standing in front of the
bathroOm

My mom cameto hug me

Are you red?"
y sister and my mOm didn't Say much, but the

a/
they looked and did ShO
ed hOV much they loved me
andere concerned about rne
Thanks tO the po
er of10Ve, l resolved to fight again
l st l remember the picture vividly, and it
alVays
stay ln my memOry
lA/h e l /as packing, loOked around l Sa
my dad
putting seaweed in plastic bags and seal them On the
other side, I Sa
my om working,
/earing a hat and
mask
y sister as supervising the peOple frying sea
eed
atthe back ofthe house
l saul a the pictures as S10
mOtiOn plctures
A ofthem were lred fOr me At that moment,l got
the anser to the question:
For whom am l doing this?

:
CI1
9C

V/eorked a ni9ht 10ng until the next morning

830 am
as the time to take 400 boxes Of the
deepfried sea eed to 7-Eleven's distribution center Or
DC"
y car sti parked at the facton/
l needed 2 more boxes to 9et 400 bOXes
When everythingas inished, l drove my car leading
a truck tO the diStribution center
l speeded up aS much as i could
l reached the DC"at arOund ll a m,whiCh Was 2
hours late
l hurttedly ran to the DC Bu
ding to te people there
that``Tao Kae Noi''
as deivering goods
rm 2 hours late ls it serious? Could you please help
meith this?"
l tned tO ask for help from the offiCer because l NAlas
afraid of S PU'S threat
The olcer ga /e me a strange look
Go to Chane ll"
Hey So, I Can unload my 9oOdS no
? asn't SO
sure abOut thiS
``/l the goodS be diStributed?''
as afraid that it
could be un10aded Only but m19ht be distributed in the
foovin9 month because ofthe delayed deiVew
You must ask the rnanagerinside"
l hurnedly tOld my brother to un10ad the goOdS at
Channe ll As fOr me, l WOuld talk to the manager fOr
clarification

hen l
as about to mOVe, my brother held my
shoulder
Tob,"He called me and gaN/e me tSSue paper
i:
:::
'd my hm
d tth
blood
i4aybe,the reasOn
hy the officer 9
/e me a Strange
look Or a 0ed me tO unload the 900dS
as my
nosebleed
l thought t n
ight be because l haven't Slept fOr
2
91hit:Si
:in
rtt nose
eed and wdked
into the mana9er's room,asking him if there
7ould be any
problem for the late deliver/
The manager said that if the 9oods
ere unloaded in
Chane1 11,there
ould be no problenn
You' be fined for 2,000 baht Only''
lfet relieved A ine of 2,000 baht
asn't a problem
After finishing unloading the 9oods, I Came back
home
l/as dead to the tA/o d
y first mission as accompished
On the fO OWing day,
MS Pu"Ca ed me
She emphasized the rule of 7-Eleven that they
/ould
reevaluate the sales in the fo
oing 3-4 months lf the
sales of the 9oods
Vere belo 30 bags/ branch/month,
theyould be remOVed from the store
l didn't negotiate th her because l knew it as ShOuld be put on the plastic display hangers
7-Eleven's rule in 7-Eleven, eve inch of space has to be used to its
But l fett stressed out fu pOtent al
l have put a lot of elfort l didn't think it made sense 7-Eleven managers therefore inltlated the system of
to remove the product lf its sales dldn't meet the target plastlc display hangers beside the she f
lt was no surprise that l /ished for the sales of``Tao ThiSas to increase sale space
Kae Nol'' deep fried seaMleed evenvr day /ith the heart `` eab'' nOticed that products on the display hanger
beating ke a drum uSua
y solde They ah ays ranked l of 300 best seng
l had to leave the house for the factory and from the products
factor/tO the hOuse ``TOb Seit torks"
l had to stop at a branches of 7-Eleven to check the l talked tos Pu She said l could do it because the
sales hangers
ere ava able
ltook a note evel
day for 2
eeks l bOught them immediately
The oner of 7-Eleven in Tha t called eab" asked, Later, l extended to three display hangers
`` A
hat are you doing?'' First, l put them on the top shelf only Adding the
l handed her my business card diSplay hangers could increase``the se ing point"
Aitthipat Kulapongvanich", CEO of Tao Kae Nol Food Three dlsplay hangers
ere 3 seng points /ith the
and arketing Co, Ltd tOp Shef,there tA/ere atogether 4 se ing points
After our conversation that day, /e became close Durilng the lrst month, less than 30 bags
ere sold
ever slnce per branch per month

eab"told me that ainnost att of my customers /ere Vhen theyere put on the display hangers in the 2nd
chdren andomen month,the sales increased to 90 bags
She suggested that apalt from the shef, the 9oods ln the 3m month,the sales ere of over 100 bags
l sailed through this
Since then, no matter what new products i have,
l a ways use thedisplay hanger''tactic
This helps introduce the product
This is givin9 customers the opportunily to try l
The sales at 7-Eleven continued to in
prove
The sales in the lSt month were 600,000 baht
Those in the 2nd month were 1 2 m on baht
Those in the 3rd month ere over 2 mon baht
But the payment system of 7-Eleven rened On the
60-day credlt system
lA/e se it today but get money in the next 60 days
At that time, apart from 7-Eleven, l sold my 9oods in
shOpping malls
They also apped the same credit system
The more l sold my goods,the more money l had to
pay for raw rnaterial
i had to pay for the expense on that very day but
l would get the income in 60 days.
erchants kno that ``cash" is the ``breath" of
buslness
Fortunately, 1 9ot Mr Anusorn at the Khlong Toey
Market
He pald by cash
The goods here would be distributed to wholesalers
and retailers and retail shops ln BangkOk and other
provlnces
llVhenever he piaced an order, l would speed up the
prOductiOn for him irst
lA/hen he received my goods, cash'' would come
immediate y
After a wh e, he suggested me to launch a sales
promotionke giving away a free 91
ltherefore offer a pen in a big zip lock pack
A39-baht bag had a free pen inside
Then,the sales increased
At that time, l got 500,000-600,000 baht per month
from Anusorn
ltas``cash''
lt wasn't surprising /hy i cou!d breathe freely
whenever lleft his house

T:

ST

=
One month after l opened the factory, on 25
September 2004, l re9istered the company
Tao Kae Nol
Food and Markeung CO,Ltd"
The sales gradually increased
ln 2004,for 4 months,the sales ere over 10 m,on baht
ln 2005,they became 75 m lon baht
ln 2006,they reached 250 m on baht
y life improved l earned the pronts and could pay
for sonne of my dad's debt
l worked llke a dog 1 0nly stayed in the facton/
The only purpose to leave home was to sun
ey the
market l never hung Out
For 3 years, l bought less than 10 shirts l
ore only
my old shirts
yfe has been aboutvork,/ork,andork only
During the lrst penOd, l produced SOme products as
free samples
Thisas because l had no advertisin9 budget
A owest cost adven sement was 9iving a 7ay free samp es
This was the most sulable wa/fOr``food''
l chose to 9 ve the samp es to wornen"ralher thanmen"
Fro r my obsel /ation of men's beha/1or, hen they
receive a free sample, they usuay eatit alone lf someone
asks for so nne,they don't mind
But they won't hand l to them lrst
lf they feel it is de icious,they don't te other people
This is different from ``women'' They al/ays share l
ith their friends
lf they feelit is de cious,theyte other people
So,to promote a product, t is better to give free samples
to`` omen''
As lme passed,l be eve that 9ood markelng comes from

obsel /ation",reasoning,analysis,and then experrrentation

l regulary use the tactic of free samples One de/,
vent to tlle Chatuchakarket to give a ay free samples
Whe l was enloyng my wOrk,my emp oyee nudged
me,say ng,Here comes Khun Tan"
I was Mr Tan Passakornatee Atthat lme,he was dt

Oishi" He was promoingSeiki"orange luiCe by 9iving

aMlay free samples as l as doing
hen he came to my booth, he g e me 5 bottes ol
Seki''orange luiCe
l gave him 2 packs of sem eed Of Tao Kae Noi
Did you make it yourser?''he asked me /hen l arrived home, l bought an oven and lour and
l told him my bttef histow He asked me how many visted Teacher"Goog e
products l had and ifl/as using any machine l tried to mix the flour lth seatyeed and deep_fried it
After he had learned my sto ,he 9ave rne shon advice by fOOwing the recipe
You hae to launch another product'' l deep fried it mysef t my eyes burned
Heanng iust One sentence from him,l started thinkin9 At that ime,l was ke a rnad genius scienist
about a ne
product for risk diversification After trials and errors, 1 9ot the recipe
The business shouldn't stickith only one product sO, l app ied it in the production line
This is because if that product faces some problems, t turned out that the product couldn't be made because
the company may co apse e used the diferent oven
Vhat he said sparked my idea ltherefore had a company design an oven forfl ing tempura
ltold this story tO my sister and mom /hen it as sett ed,Tao Kae Noihad a neproduct
Both of thenl fen excited because a successful person ``Ternpura Seaweed"
had given me advice After that, it extended to roasted seallveed gri ed
But l couldn't come up ithhat i v/ould make sea/eed"and etc
One day,l went to apan wth myfam
y As for`Big sheet',
o ginated when i sa a coupe
t as the first year
hen our family rearded shOpping The man asked the oman if she anted seavA7eed,
ourselves a er long hard vA7ork sa/ing itas declous
ifound a shop that made everthing as``tempura" The /omen relused,saylng, No,it's rnessy''
They mixed seaeed th lour and fried it and put it Hearing this /Ord, i started thinking about a package
on rlce SOIVing the mess problem
ltas de cious Fina y,I could flgure it out
An idea popped in my mind This ould be a ne product l made a big sheet of sea
veed and ptlt it in a pack
When we want tO eat l,we luSt pu1 1 0ut of the
pack This productiS Ca ed BIG sheet
lt doesn't make hand dirty or rn9ssy
1
::

wa a a

::TIT
=

As for the cOnCept of my sea

eed business, i set a
goal: Think of seatVeed,Think Of TaO Kae Noi"
lA/hen the buSiness earned hi9her income, l thOu9ht
about R advertising
From vvhat my dad's friend sald:
400,000"baht per minute
for an advertisement'',todab7`Tao Kae Noi''Can afford it
ln my lrst advertisement, l had `Christopher llVnght'',
a unique Englsh teacher and a hOSt Of the Chris Deliver/
program (Eng sh teaching program),as the presenter
lluSt Wanted tO td peole thd
Seaveed" TaO Kae Nd"
This as intended tO nnake peOple reca
the
ord
`Tao Ka6 Noi"Hke the wOrd Fab"Or Mamat
People use the
ord`Fab'to refer to`detergent'
People use the
ord`'v4ama'to refer to`inStant noodle'
vanted peOple to sa/
TaO Kae No"instead Of
Seaeed"
Tao Kae Nor me/not be the lrst brand in the market
but itl be the first brand on the cuStOmer's mind
This is my gOal

W:
:3
l have entered this
7-Eleven" store for seven days in
a row,lustke Other six stores on my wav from home to
the facton/
This was my dally rtual
Every morning, l drove from home and stopped by at
7-Eleven along the .vay instead of heading stra19ht to the
factor/
1 parked/heneverlfound any branch
AFler entering the store,
/alked straight toward the
snack shef /hen finding the bags of
Tao Kae Noi''
deepfried seaNveed,l starled counting
l-2-3-4
12
12 bags"
After lnishing counting, left the store and iotted
do/n the number on my notebook Then, l drove to the
ne store and restarted my routine l
ent to the snack
shef and counted the number of
Tao Kae Nol'' bags
Then, l took a note and move to others stores until
l arttved the factory
After l.vork,no matter ho late it as,ould stop by
at the same 7-Eleven"stores on my
o/back home
From the factow"tO lmy``home",there
ere 20 storeS
I vent directy to count the ``Tao Kae No
' bags to
see hoN.v many left
Then, l oompared the f19ures from each stOre
ith the
ones in the morning to see ho
many /ere 9one t
means the number of``Tao ae Nol''sold in those stores
if a large number of my product decreased, it meant
``900d buslness''
I NA/Ould 9o back home and had a s
/eet dream
TOday tA/aS iuSt ke any other days
l parked in front of 7-EleVen and walked to the same
shelf before starting my counting ritual
Hoever, hat made it different
as not only the
st7aff's suspicious look, but also thelr louder
hisper than
usual
l as not surprised at all
/ith only the
/ay they
100ked Anyone
ould wOnder vhat this teenager as
doing because l came here t
ice a day to count Tao Kae
Noi"bags
later found out that they thought l ould steel stuff
Hoever, under the
atchful eyes, l did not shol. that
kind of behavior
t1rf

::

e
..
1 "e dtrec

o cou
^

Tao Kae
o

aos`o See^Ow ha
e

l co
Pared`^

ures/ro eaC
srOre wt`
^
oes t
`^
or
`
o see Apw
a
Were0e l ea eer o
.=

Tao Kacot

sold t Apse s o reS

The suspicion grew into the be ef that l as the stafI
of competin9 convenient stores That
as/hy l sneaked
into the stores to check the sale volume However, the
stal must onder/hy this kid only coLlnted the bags Of
deepfred seaeed,the new product,and
hy the spying
as so cOnspicuous l counted at plain sight
The sta infornned the store manager of my strange
behavlor
Today, she decided to ask me frankly and clear the
doubt once and for a
``
iab, Jiab, this Chinese ooking kid comes here every
day and he a/ays counts the bags"
l heard the staflte ng the store manager
`That's ok Leaveitto me''
l heard the sound of shoes approaching me from behind
Vlyhat are you doing,kid?"
l stopped counting but did not mmediately turn to the
VOICe
He did not knothat i have been /aiting for this
moment
l reached my hand in the shirt pocket and found hat
lanted
Before l turned to the store manager, l slo ly handed
him a sma
plece of paper, clear y printed that ttipat
Kulapongvanich, CEtt of Tao Kae Noi Food and
Marketing Co.,Ltd.

W
l spent over 20 m on baht as the budget for my first
advertisement
However,this doubled the sales
ln 2007, the sales increased from 250 m on baht to
500mon baht
The company started to gain more stab ty
One day,l set a booth in a trade fatr
Thereas a customer buying my sea veed
She sald she lked seaNA/eed and her ch dren and
husband did too
She asked, ``
Ayhere does the seaeed come from? ls
l fronn the Mekong Rlver?"
l immediately said no l confirmed that my sea eed
came for Korea and was vew clean
There is also sea /eed in Nan", she sald and /alked
aay
l started to doubt if most people kne that our
`seaweed'was imported from Korea,and tt was seaweed,
not freshater algae
At that trne, l began to invest in a sea
eed farn in
Korea
Eaier, l bought lt from an importer
A sma order didn't cause me any trouble but,for a b19
order, l received a larger quantty of bad sea
eed
l searched from Goo91e and found 7-8 sources of
seaMleed,but not a of them/ere ready to sel sea eed
ln the sea eed business, ha ing a lot of money doesn't
meane can buy it VVe need to have connections
Fina y, l found r in"who wanted to dO the business
wth me
At first, l bOught the seaweed directy fronn
1/7r in''
Later,his farm couldn't produce enough to se
/e Ty demand
So, heorked as a middleman and checked the ra
/
material for me
/e becalme parlners
After work, l couldn't get the question
s it fronn the
Mekon9 River?"o my mind
l needed to make my custOmers aware that the
seaweed"of Tao Kae Noi came from the sea n Korea
One day, l talked
/ith ``Virot'' He talked about a ny
program Kop Nok Kala"
The proOram iS WOrth see ng is vev usefu"
He mentioned a scene that the program team visted
a gu tar facton/and fO 0ed them up to findhere``gu tars''
conne from
l hardly atched n/ at that tinne because l spent
most of myfe onork
Tltoeeks later, atched this T.7 program

yatching it reminded me of video cips 1 0ften

recordedhen l/as in Korea
Theyere about sea eed farms
l had my brother record them
l sent a CD of my video c
ps to the Kop Nok Kaa"
program
The programvas interested in it and anted to make
a stOr/abOutseaeed''
l offered to pay for a expenses
/eent to Korea and` r lN/in''took care of us
On the first day in Korea, ``Mr Min"treated us dinner
/e ate live and moving squids
l ate lots of them
According to the schedule,
e had to lem/e the hotel
at3 30 a m andtook a bOatat5 a m f
e v7ere late,e
/ouldn't be able to cOme back in time
Durin9 the trip, l had a severe stomachache, sO i had
to stop at the tollet
The squid"caused trOuble
l had a diarrhea in the morning and had tO sit on the
boat under a temperature of 8
C
VVe sat on the bOat and then a bus for 7 hours And
e had to sit on a boat for a dlstance of 7 klm
The seaweed farm was verv far
Aftere finished nin ing, ent back to the hotel tiredly
On the fo Oing day,the sea/eed transported to the
port wOuld be bid for factones tO make sea
eed sheets
Buthen l woke up in the morning, l threw p
Food poisonin9 as getting orse l /as unable to
10in the trip ltOld the team tO go there by themselves
/hen l came back home, l had to stay in bed fOr 3-4 days
But the effort l put at the time got a great feedback
People started tO kno Tao Kae No
'and kno
that
we produceseaweed"imported from Korea
l spent 500,000 baht for taking the Kop Nok Kala''
team to South Korea
But what l gained was high This showed that the n/
program was really pOweru
i st feel deeply grateful to the team unt
today
The sales of ``Tao Kae NoF' in 2008 increased from
500m ion bahtto l bon baht
At that ime,I started exporting Tao Kae Nol seaweed
to foreign countries
My export didn't start from exhibiting the product in a
trade falr aboard

rl

1.
,hake a s`
r abou

seaweed
, 1
ered`orOr a exose

lf i 10ined the trade fair, ould be lust a ChOsen''one

lt/as up tO them and theirinterest ln us
y tactlc/as sirnple
l presented my products to people and offered
marketing suppOrt
``Tao Kae Nor'therefOre
/as exported to 26 countries,
e g Singapore,a10/sa, China,the Unled States of Amenca,
Brunei,Macao,Hong Kong,Myanmar,Cambodia,Vietnam,
Talwan,thenled Kingdom,the Nethedands,and Korea
ln addition,the name
Tao Kae Noi'', hich i thought
l /vould change to ..Jay Cho",
as a hot nalme
/hen t
entered the China,Ta /an and Hong Kong market
Theord`Tao Kae Nol''in Chinese ls Siao lmo Pang"
lt is 9oodteral translation

TAtt KAE NOI"was wtttten on the bag

Today,Tao Kae Nol''is much beyond my dream
The sales in 2010 reached 1 6 bi On baht
The sales in 2011 /ere around 2 b on baht
l have three lmore factores, at Tha t, Bang Bua
Thong,and Pathum Thani
There are around 2,000 errployees
l could pay off the fam
y's debt of 40 1mi on baht in
2007,/hichas 3 years after l founded
TaO Kae Nol''
ln theor d,there are many unexpected things
But they can come true
We luSt need to do Sornething senously With OVe and
passlon
ost important y,
hen e encounter any obstacles,
we must not give up
c
p:
s9
Someone asks me which penod in
fe l wou dke to
correct ifl could turn back time
Chdhood?
Nolll
l beeve that a `scar' or `sm e' in the past made me
ho l am today
But if l need to correct anything, l would correct only
to things
Firstly, heneVerl see my old teachers,feel uneasy
because l did so many bad things to them
/hen l see them, laays think of my ch dhood
lf i could turn back time,
ould have been better
behaved
Secondly, l should have asked for the telephone
number or address of``Uncle Tuang"
ShoAly aler l distttbuted the seavveed to 7-Eleven, he
asked for a leat7e to go back home
His/fe had cancer
y past fe is slmar to it
l gave him 20,000 baht
lf asked/here my.success' connes from, /ould say
Io /eeks later, he ca ed me, /ishing to extend his problems"
leave
Problems"are hot o andsunight''of our ife
Aer that, he disappeared

A/hen l have problems'', l gro

Slnce then, e haven't contacted /ith each other
lf imy fannlly . v7as sti rich and the family business
l have neither his picture, address nor telephone hadn't had the debt problem,
/ouldn't have started the
number
roasted chestnut business
l tried to find theay to reach him, but l fal ed lf lmy roasted chestnut shops hadn't faced the sme
He is the one l rea yant to see and smoke problem that stained the celing, ouldn't
f only l had known his address, e might have seen have thOught about finding a ne

product and
ouldn't
each other today have sold `deep fried sea
eed''
Hoever, in real lfe, no one can turn back tirne and
lf l hadn't had the problem of finding additiOnal se ng
change things channels to meet a higher production capacity,
ouldn't
You can't re/nd the past have presented
Tao Kae Noi"to 7-Eleven
My life is like seaweed"
A
helnever it faces heat'', its And if etc
value goes up
Problems"are therefore compared to the heat''that
lA/hen t ls exposed to heat from the sun ght or an helps rre gro
/
oven,it becomes dried sea /eed" For me, a problem'' is not an obstacle" but an
lt is value added eleiment of success,
hiCh makes us stronger
/hen it is heated by the o in the pan, it becomes 've never been afrald of a problem"or faure''

deepfried sea eed''

te a ne

generation people whO start a business:

lt is more value added Don't be afrald of faure"

e should alvA7ays think that `osing is a teacher, and

/nning is also a teacher''
Everthing in the word is teachers
hen e in, we shOuldn't think that e' in
forever
SomeJmes, oss is tttumph
For example, .77hen someone criticizes us, and if e
arguelth them, e might win,but e' get nothing
lf we sten to them and don't argue ith them,lt may
look as if e lose Actually, ein because/e can sten
more
After that, e can screen hat they've sald to
conslderif we should be eve them or not
During the first 3 years after the company Opened,
/orked a day a night
A l have in my life was work,work,and work
l learned to sacrifice more

A
hen l /as young, as lazy and al/ays thought
about mysef frst
But today, l knotheord sacrifice"
Seeing anything demandlng,l wou d iump into l
lf l wanted to create a gOod organization culture,
l needed to be a rOle modelfor nny employees
After a pettod, l had a fee
ng that l'm nOt ``ThOmas
Alva Edison'', hO Spent his hOle life in the laboratory
las st a teenager lNA/aS a nOrimal kid
There were many aspects of
fe to learn
4-5 years later, hen rry business became stable,
1anted toget it back''
At that time, l dared to spend more mOney
y life
started to inv lve entertainment l bOught a
ercedes
Benz lanted Other people to knothat l was rlch

1'TS

`h

.
l didn't want to have a bigger house l didn't tAyant to
have many cars
l could drive only one car at a time
l couldn't eat beyond my lin its
Six years later, my feas getting more balanced
l/asn'ttoo much crazy about my
/ork
And l dldn't think only abOut entertainnnent or
shoing offl y richness as before
m reay happy v th myork
y dad has helped nne /ith the construction y
mom has taken care of personal finance 4y sister has
dealt/ith foreign a airs y brother has taken care oflT
My success today has been backed by nny family
/ithout theln, l wouldn't be here today
Like/ise, ithOut ``Tao Kae Nol'' employees,
1ouldn't be here today,either
And this is my next rnission
l must make 2,000 ves under the umbre a of `ao
Kae No
'more sectlred
Evew life here must be improved
Anorganization"is Hke a``tree''
Staff''are ke``shade"
When the tree 9roNA/S,its shade elongates,too
This is a law of nature

8:

o w s
=

lA/hene encounter a problem, /e shouldn't9ive up

lVe may lose evewthing, but
/e mustn't lose our
lflve give up,the game be over
lf llye don't give up,the game i go on
.
=_

11

From the ven/ 1rst day Tao KaO Noi sea eed was
launched, l enter the stores every day and count the
seaeed bags l am very glad to see less Tao Ka Noi
semeed left on the shef
The less the bags are,the better our business is
l feel grateful for everv customer because they hat7e
done me a great favor
This fee ng has remained in my hean
Even though Tao Kae Noi is exported to more than
30 countries nowadays, rny team and l are st committed
to maintaining the hlgh quaity of Tao Kae Noi and
developing ne products
We dreann that Tao Kae Nol/ be distttbuted around
theo d and find the place in everyone's heart Although
our idea seems grand, it starts from a sma point t is
from a dream of a teen and his sma famy l /ould ke
to thank the customers from the bottom of my heart for
their continued support