As executive director of Central Group, Thailand's leading retail and wholesale business, Pichai Chirathivat said he believes in the traditional Chinese saying that it is better to teach a man how to fish than to give him a fish.

Pichai's form of "fishing" lies in buying rural produce from across Thailand for Central, and putting it on both the domestic and international markets.

Eight years ago, Pichai initiated a new brand, Good Goods, with the aim of promoting Thai products on the international market. The brand positions itself as preserving cultural heritage and wisdom while supporting Thai communities and products to grow sustainably in the contemporary market.

Since its inception, Good Goods has pursued a strategy of branching out to more communities with every year that passes. To date, the brand has developed connections in around 40 of Thailand's 77 provinces. Fifteen of these provinces are today known for their roles as regional learning centers and tourism destinations.

In the future, Pichai says he would like to establish Good Goods in 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," he said.

He added that Good Goods is considering adding furniture and home decor products to its inventory.