Turning local crafts into prosperity

The stores are all located in the group's malls across the country, with a design philosophy of incorporating community-based materials as key elements. Every corner of the shop tells a story and showcases the craftsmanship of Thai artisans from a variety of communities.

"We hope our shop can serve as a second home for visitors, somewhere they can meet friends, stay and appreciate Thai charm and quality crafts in a modern, accessible and heartfelt way," says Rachadol.

In the branch at the CentralWorld shopping mall in downtown Bangkok, new sections have been added recently for handmade Thai-style silver jewelry, as well as snacks made from organic vegetables and fruits that are grown locally, such as sweet potato chips, banana chips and crackers.

"Like many developing countries, including China, Thailand also faces the problem of young people migrating from rural areas to big cities for job opportunities and higher salaries," says Pichai.

"But the encouraging thing is that we have seen the trend going the opposite way since we began the project. More young people are willing to return to rural areas as they have noticed growing profits and opportunities."

He also says the concept of making high-quality Thai products that are then sold at affordable prices is appreciated and supported by local consumers. Before the COVID-19 pandemic, about 80 to 90 percent of Good Goods' customers were international tourists. But now, the proportion of domestic shoppers is increasing significantly.

While the brand has been expanding and developing, challenges have arisen in relation to merchandising and supply chain management. As the work involves people in rural areas, production can be unpredictable and sometimes lead to stock shortages. Catering to different cultural preferences and shopping behaviors is another challenge.

"For example, Chinese customers love handicrafts, while Europeans prefer understated, practical designs. Balancing these varied tastes and ensuring product consistency across regions requires continuous adjustment and learning, especially when entering new markets," Pichai says.

As Chinese tourists comprise a major portion of Good Goods total foreign consumers, Pichai says he has also studied Chinese creative industries and been inspired by new ideas.

"During my visit to China, I observed many creative and culture-based products that I could adapt using Thai fabrics or local elements to create unique offerings. They inspire me to make our products more fun and appealing. In the future, we may consider collaborating with Chinese brands to make products with limited editions," he says.

He also revealed a plan to bring the Good Goods brand to the Chinese market. "If we enter, I'd prefer to start with physical stores in cities like Shanghai or Beijing, combined with online sales, to provide a full brand experience rather than relying solely on e-commerce."

In the future, Pichai says the brand may also include more product categories, such as furniture and home decor. Behind all those efforts to bring local Thai products to a bigger international market under the Good Goods brand is Pichai's ultimate vision — eradicating poverty in his country.

"It is an ambitious and challenging goal. This is why we also initiated Central Tham, Central Group's sustainable program that includes Good Goods," Pichai says. 'Tham' means 'do' in the Thai language. We believe that miracles come true when we start to do the right things."