CEO Insights Magazine

It is said that ‘fortune favors the brave,’ and entrepreneurs who use their prior expertise to launch a new company embody this saying. By utilizing their knowledge and understanding of the sector in novel endeavors, they exhibit courage and adaptability. Their capacity for creativity and success in novel environments converts prior knowledge into successful entrepreneurship. Thanawat Chantrasri, Founder and CEO of Kaew Rak, exemplifies this by successfully shifting his experience from the fashion world to the coffee industry. His analytical talents in predicting future trends allowed him to start his venture effectively.

With more than ten years of expertise, Thanawat has worked mostly as a fashion buyer in the sector. His first job was managing the Hong Kong brand G2000 at Central Marketing Group (CMG), where he worked on men's fashion. Under his direction, men's fashion sales rose from 35 percent to 50 percent of women's fashion sales, which earned him a promotion to product manager. He gained experience in niche and mass markets while working as a product manager for men's apparel at Big C supermarket during the COVID-19 pandemic. His ability to adapt and shift his experience from the fashion world to the coffee industry, along with his analytical talents in predicting future trends, allowed him to start his own business, Kaew Rak.

Embarking in an engaging interaction with CEO Insights Asia magazine, Thanawat shares his strategies, future roadmap, and much more. Let’s delve into it.

What are the fundamental factors you take into consideration while suggesting your offerings to the clients?

We offer four Baga signature beans: Spring, Summer, Autumn, and Winter to provide a seasonal experience and to reflect my career in the fashion sector. I walk guests who come to Café Baga through the various roasts, which go from the dark roast - which most people like - to medium, light-medium, and lastly light roast. They can perceive the various aromas and subtleties of coffee through this progressive introduction.

The excellence of our single-origin beans, which are obtained internationally and specially selected each season, is something else I emphasize. I want to educate our customers about these various beans and their unique qualities because I want them to appreciate the complexity and artistry involved in crafting the perfect cup of coffee.

Tell us about your leadership approach. What are the methodologies you follow as a leader?

My leadership style is focused on being handson and making decisions quickly because I operate alone in my business. This saves me from having to confer with a partner to address issues and put solutions in place right away. This independence makes it possible to test and adapt quickly, which promotes quick growth and quick outcomes.

I guarantee stability and quality in the firm by being heavily involved in all areas, including operations, design, promotion, and accounting. I rely heavily on my experience and  personal insights to guide the business. When something isn’t working, I can change the plan immediately, ensuring we stay on track and continuously improve.

How do you keep yourself up-to-date with ongoing industry trends to steer your organization towards the future?

I use my experience in the fashion business to my advantage when introducing fresh ideas to my coffee shop. I have teamed with wellknown companies such as Kit Kat and Oatside, a Singaporean oat milk company since I know how important collaboration is to building buzz and being relevant. These partnerships have helped Café Baga stand out from rivals while also greatly increasing sales and popularity. Our recent cooperation with Smiley from the UK improved their loyalty and overall experience for our clients.

I conduct ongoing research to keep up with the latest developments in consumer tastes and trends and actively seek out and establish relationships with well-known brands to keep Café Baga relevant and abreast. 

What is the future destination you are headed towards?

The main goals I have set for my coffee business are growth and sustainability. To achieve this, I recently added a new stakeholder, a big step forward for our business. With the help of this strategic alliance, we will be able to increase our operations and improve the services we offer. 

We intend to launch two more stores in office buildings and one in an international airport in Thailand by the end of this year. Our objective is to construct a long-term business strategy that will help us to grow and expand and guarantee client happiness.

What advice would you give to the upcoming industry leaders?

Future leaders should prioritize applicability and flexibility. Instead of starting from zero, use your current knowledge base to your advantage and apply it to a new field. Make educated judgments by reading reports, observing market trends, and drawing on your experience. Take risks and be creative without fear. I proved that you could succeed in any field by using the strategies I learned from the fashion industry to the coffee industry.  

Thanawat Chantrasri, Founder & CEO, Kaew Rak

Thanawat Chantrasri is the Founder and CEO of Kaew Rak Company, operating Café BAGA Specialty Coffee and Lifestyle Café with multiple locations in Bangkok. With over 10 years of experience in the fashion industry, he has held roles at Central Marketing Group and Big C Supercenter, specializing in men's fashion. Thanawat holds a bachelor's degree in Apparel and Textiles from Kasetsart University.