A sufficiency economy is a concept very close to Thais’ hearts. But, as widely known as it is, not many seem to realise its potential and possible application, especially in the world of business.
“The concept doesn’t only apply to agriculture. In whatever profession you’re in, you can be self-sufficient,” said brand consultant and corporate strategist Sirikul Laukaikul, founder of BrandBeing Consultant. “Being self-sufficient is not about telling yourself to stop wanting. It’s not about standing still and not advancing in life. It’s about getting to know yourself and do things according to your capacity.”
Sirikul is now leading a campaign called The Creator — known in Thai as Por Laew Dee, literally sufficiency is good — which aims to promote the idea of a sufficiency economy among a new generation of lifestyle-business operators. A sufficiency economy, together with a creative economy, can help develop values for local businesses. Sirikul believes the two concepts can bring about an economy that’s sustainable for all.
“We want to be a starting point of inspiration for the younger generation of entrepreneurs, so they can conduct their business by not only working for their own wealth, but also by sharing it with their community,” said Sirikul at the campaign’s launch, held last month at Siam Center.
“By sharing their knowledge with community members, we’re doing our part to help the country. We’re one part of society, and this can’t be separated. We can’t just develop ourselves alone. Society and us go hand-in-hand.”
In this pilot year, 13 entrepreneurs from lifestyle businesses across Thailand who believe in the principle of a sufficiency economy were selected to join the programme. They — dubbed as the Gen-Y entrepreneurs by Sirikul — must already be operating a successful enterprise of their own. Creativity is a shared principle propelling their businesses.
The 13 recruits — or creators — get to undergo a business-recruitment workshop to further educate themselves and develop their enterprises. Their trainers, aside from Sirikul herself, will include professionals from various fields to provide their knowledge in creating a business model, branding, packaging and marketing, as well as a community network utilising local wisdom to create values in business.
At the launch, some of the participants shared their experiences conducting business with sufficiency and creativity in mind. Among them was Ukrit Wongthongsalee, who now operates his family’s restaurant, Chanthorn, which has been running for over half a decade in Chanthaburi. Previously a marketing-communications strategic planner in Bangkok, Ukrit decided to drop his high-profile job to relocate back to his hometown.
“I realised it was better to use my skills to create values for my family’s business,” he said.
Ukrit puts his priorities on using local products for the restaurant. As Chanthaburi is a hub for fresh fruits, the man and his family don’t hesitate to make the most of them by incorporating the fruits into their menu. Some of their signature dishes include massaman curry with durian and red-duck curry with rambutan.
One section of the restaurant serves as a shop selling local products — everything from bottled peppers to preserved fruits in a jar — made from raw materials found within the province. Introducing different ways of consuming fruit adds value to their own products. And the fruity innovations don’t just help bring in diners; they also allow Ukrit to support local farmers.
“You’re not supposed to be a fountain in the desert. Growing alone is not right when you still have your community with you,” he observed. “Happiness can be shared.”
There are currently two branches of Chanthorn restaurant. Despite the profits, Ukrit said what he has is quite enough and just right for him.
“I feel that quantity is not the right answer for me. Quality matters more. We move forward with sustainability in mind, not size.”
Another participant sharing his experience was Viroj Chimmee, who also left the big city to build his life on his family’s property. Viroj’s family owns a vegetable plantation in Ranong province in the southern part of Thailand. As an architect, he utilised his knowledge in architectural design, and developed the farm to include an accommodation that’s nestled among nature — a farmstay called Baan Rai I Arun.
Viroj has been developing his family’s farm for two years, and the sight of beautiful nature and houses has made the place a popular tourist attraction in Kapur, Ranong. The organic vegetables grown in the plantation are sold to customers as well as the community. Viroj’s family is reportedly very proud to have built the place up from their own ideas and hands.
“I used to just work for the sake of money. I’m much happier now that I get to be with my family here. Our home is complete,” he said.
The farm’s growing popularity has also resulted in a changing attitude within the community. Many of Viroj’s neighbours found it strange when they first saw the family’s vegetable stall being beautified with tasteful decoration and arrangement. Now that a popular farmstay has sprung from their land, many are seeking his advice, which Viroj gladly provides.
“We truly believe that everyone in the house and the community can have a good life together.”
This source first appeared on Bangkok Post Lifestyle.