Idea Lab: FastTrack to Global Success for Thai Brands

To become a significant player in the global marketplace, developing a strong, valuable brand is a significant advantage. We often see that many Thai entrepreneurs possess exceptional products but lack the processes to develop and elevate them into export-ready brands. The Thai Brand Incubation Program or Idea Lab, initiated by the Department of International Trade Promotion (DITP), is designed to empower SMEs by enabling them to create added value for their products, aligning with the demands of global megatrends. This program offers an opportunity for aspiring exporters to participate in intensive, in-depth brand incubation facilitated by industry experts. Importantly, participants receive a certificate and a ‘Brand Bible’, a unique brand and product strategy that serves as a compass for entrepreneurs to sustainably develop their brands for the global market.

Across seven iterations of the Idea Lab project, a diverse range of products, including food, health and beauty, and lifestyle brands, have participated. Let's delve into specific examples of brands from each batch and examine how their participation has transformed their trajectories

1.

Jasberry, an organic product made from Jasberry® rice, was born out of a desire to alleviate poverty among farmers. Participating in the first batch of Idea Lab in 2018 and receiving the ‘Brand Bible’ marked a significant turning point. The company used this to develop its brand, refine packaging, and gain a deeper understanding of the market and consumers, ultimately leading to exports. To date, it has exported to six countries: the United States, Germany, Dubai, New Zealand, Singapore, and Malaysia. The United States, being the world's largest organic market, is the primary market. Jasberry has expanded into over 3,000 supermarkets across the US (as of August 2024) and has won numerous awards in the country over the past year. The brand's main products are Organic Superfood Rice and Organic Ready-to-eat Superfood Rice in four flavors: Original, Coconut, 9 Grains, and Green Curry.

2.

Idea Lab Batch 2 featured Moonler, a Chiang Mai-based brand specializing in jamjuree wooden furniture. It distinguishes itself through its embodiment of valuable design heritage and a steadfast commitment to environmental sustainability. The brand prioritizes quality, artistry, and sustainable design principles, encompassing both form and functionality. Participation in the program equipped Moonler with strategic frameworks for building and developing a unique brand identity that effectively addresses customer needs. Furthermore, the brand benefited from the development of a comprehensive communication process and compelling storytelling narratives that resonate with its target audience, as well as expert guidance on refining its production processes to ensure environmental sustainability. As a result, the brand has successfully continued to expand its customer base.

Currently, Moonler has diversified its product offerings by incorporating innovative techniques such as rope weaving to enhance durability and impart distinctive patterns to its products. Additionally, the brand has introduced leather and fabric upholstery options for its chairs, elevating comfort and luxury. Moonler has earned prestigious design awards such as the Design Excellence Award or DEmark (Thailand) and the Good Design Award or G-mark (Japan). Concurrently, Moonler has expanded its global reach by exporting its products to several countries, including Canada, Australia, Taiwan, and South Korea, which constitute its primary markets. Moreover, the brand has forged collaborations with architects and designers in foreign countries, facilitating the integration of its products into various projects, thereby increasing brand awareness and expanding its customer base in international markets.

3.

Stories of Silver is a collaborative venture between two designers from distinct continents, Thailand and Slovenia, who joined Idea Lab Batch 3 with the shared vision of combining design work with the preservation of traditional customs and local wisdom of the Karen-Pakakanyaw people in Phra Bat Huai Tom village, Li district in Lamphun province. The brand's mission is to safeguard these cultural heritage elements from the ravages of time without compromising the authenticity of traditional craftsmanship. Instead, the brand leverages the unique skills and expertise of each family to create exceptional pieces, thereby generating opportunities and income for silversmiths and their families, while also fostering a sense of pride in the time-honored tradition of silver-making.

Participation in the program equipped the brand with the requisite knowledge and understanding to navigate the complexities of the international market, marking a pivotal juncture in its global expansion. Beyond Thailand, the brand has established a presence in Slovenia and operates through online channels in the United States and Taiwan. One of the most notable achievements of this year has been the inclusion of Stories of Silver jewelry in the esteemed Mingei International Museum, a renowned institution that celebrates the ‘Beauty of Everyday’s item’ from around the world. This museum, widely recognized as one of the largest craft museums in the western United States, represents a significant milestone for the brand in penetrating the museum market.

4.

Doganic, a product borne from the unwavering determination of a veterinary dermatologist seeking safer and more sustainable alternatives to synthetic chemicals for treating pets, has meticulously developed all its products under the guiding principle of ‘Family Friendly’, ensuring suitability for both humans and pets. By incorporating traditional Thai herbal recipes renowned for their potency and sacredness into modern product formulations, the brand joined Idea Lab Batch 4 and underwent a comprehensive rebranding initiative, encompassing a new logo, a refined presentation style, and a realignment of its brand direction. Adhering to the strategic guidelines outlined in the ‘Brand Bible’, Doganic has successfully cultivated a memorable brand image and established a reputation for quality and trustworthiness, leading to a significant expansion of its customer base and the creation of promising business opportunities. The brand's products have gained traction in Vietnam, Macau, and Hong Kong, which are particularly receptive markets due to the local population's deep-rooted belief in the importance of pet health and well-being. Consequently, Doganic products have garnered widespread popularity in these regions.

5.

JUN, derived from the Thai word ‘jeujun’ meaning ‘contribute’, is a menswear brand designed for the urban lifestyle. It caters to men who appreciate simplicity with a touch of sophistication. The brand utilizes high-quality, locally sourced natural fibers and is meticulously crafted by skilled tailors in Chiang Mai, Thailand. This approach not only supports local employment and income distribution but also results in unique, custom-made pieces that surpass the quality of mass-produced garments. The distinct weave patterns of the fabrics add a touch of artisanal craftsmanship to each JUN garment.

Participating in the 5th iteration of Idea Lab, JUN was able to refine its products for a more global appeal while adhering to its ‘Brand bible’ to establish a clear direction in terms of corporate identity, product development, and content creation. This unique approach has set JUN apart from competitors, giving the brand a distinctive identity and signature style. On the international front, JUN has been selected to test the market in Taiwan, opened pop-up stores in Shanghai and Tokyo, and made its B2B debut at Who's Next in Paris in early September.

6.

Eatvolution is a pioneering food tech startup that emerged from Idea Lab Batch 6, offering innovative health-oriented food products designed to cater to diverse health objectives. Bursting with nutritional value, their inaugural product is Chickpea Rice, a wholesome alternative to traditional rice. A mere 100 grams of Chickpea Rice provides a substantial 12 grams of protein, 8 grams of fiber, and a remarkable 50% reduction in carbohydrates compared to conventional rice. This nutritious product is derived from legumes such as chickpea, large white beans, flaxseed, and pea protein, offering a remarkably similar texture to brown rice. Notably, it is entirely free from all eight common allergens, including rice flour, gluten, preservatives, and harmful chemicals.

By participating in the program, Eatvolution was able to transcend the confines of its comfort zone, expand its intellectual horizons, acquire a deeper understanding, and gain a broader perspective on the intricate process of brand building and business development. The program facilitated the discovery of promising business opportunities both within the domestic market and on the international stage, fostering interactions with individuals from various industries within the business realm. Through these experiences, Eatvolution realized that cultivating business growth extends beyond the mere production and sale of products. It necessitates a profound understanding of oneself and one's customers, coupled with decisive action, and the strategic development and expansion of a robust business network to pave the way for future growth.

7.

In the recently concluded 7th batch of Idea Lab, Zeedder, a brand aiming to showcase Thai identity through dipping sauces for local fruits, has made significant strides. Originating as a small fruit salad shop committed to using the finest ingredients and homemade dipping sauces, Zeeder's participation in the program has provided a new perspective thanks to expert guidance. The brand has developed a robust ‘Brand Bible’, enhancing its readiness for international markets, particularly in terms of communication, packaging design, and brand storytelling. Zeeder has achieved a balance between an ‘inside-out’ and ‘outside-in’ approach, ensuring that the brand's core identity remains intact while catering to global tastes.

To date, the Idea Lab program has successfully incubated 113 Thai brands across seven batches. Three seasoned experts have been integral to the program since its inception: Nathat Na Songkla, founder of The Double Rabbits Creation Agency; Somchana Kangwarnjit, founder of Prompt Design; and Songpol Nerakantee, a brand architect and strategic marketer. They collectively assert that Idea Lab has unveiled Thailand's wealth of talented entrepreneurs and their globally competitive products. While some entrepreneurs may not immediately recognize the inherent value of their brands, the program's experts skillfully uncover these hidden gems, illuminating the potential for brand enhancement and development. Consequently, these brands emerge with robust capabilities and distinctive strategies.

For Thai entrepreneurs seeking to export their products, the Idea Lab offers a FastTrack to global success. Visit their Facebook page at https://www.facebook.com/DitpValueCreation  or   https://www.ditp.go.th to explore the opportunities available.

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