Bhurit Bhirombhakdi

Bhurit Bhirombhakdi (Thai: ภูริต ภิรมย์ภักดี, nicknamed “Tae”) (born 12 January 1977) is a Thai businessman, the chief executive in the Singha Corporation, and a member of the family who owns the Singha Corporation.^[1][2] He used to manage in many business lines of non-alcohol products.^[3][4]

Education[]

Bhurit graduated the bachelor's degree of Business Management from Bentley University in Massachusetts, U.S., and then started his first job as a beer tank supervisor of his family business, after that he moved to apprentice about advertisement and marketing at Ogilvy & Mather (Thailand) before joining back to Boonrawd Trading Co., Ltd. once again.^[5] He also graduated the Master of Brewery from Germany and the Master of Business Administration from Sasin Graduate Institute of Business Administration of Chulalongkorn University.^[6]

Career[]

In 2004, Bhurit worked as a business innovative development and marketing manager for non-alcoholic products.^[7][8] He and his organization has launched new non-alcohol products such as rice, fried seaweed, mineral water, functional drink and sport drink, also creating business alliance’s products such as Japanese green tea and baked snack, and investing in real estate business.^{[9] [10]} Also, he focused on the company’s generation gap by using Human Resource Management.^[11][12] Nowadays, Bhurit is the Chief Executive Officer of Boonrawd Trading Co., Ltd. and has the responsibility to look after all marketing and distribution of the business.^[13][14][15] In 2017, he started his new project, corporate venture capital fund (CVC), called “Singha Ventures” to get in Startup Ecosystem of Indonesia and Singapore. The purpose of Singha Ventures is to look for some technologies and ideas from international startup and then adapt them into the main business and supporting their startup business.^[16] After that, in 2018, he planned to expand the business line by finding the investment opportunity from some business or startup in Silicon Valley of USA. The businesses that he focused included Consumer Product, Supply Chain’s Management and Enterprise Solution.^[17] In 2019, he created the new CSR project by changing drinking water label into the lost children notification wishing that will be another channel to return them to their family.^[18][19][20] In 2020, he started idea of conserving environment by campaigning customers and restaurants to use glass bottle to decrease plastic waste. By the way, his company still have other green projects such as wastewater treatment in factories, waste management and adding green areas more.^[21] In May 2020, Bhurit appointed Singha R Sa team to help former Bus no. 127 staff who were affected by the COVID-19 pandemic and lost their jobs and shelters. The three families have been provided with new shelters, along with three-month sponsorship on the rent and fund for a fresh career start.^[22] In addition, he launched Singha Lemon Soda.^[23][24] Khun Bhurit Bhirombhakdi has collaborated with tattoo artist "Mister Cartoon”, to design a limited edition label as part of the campaign “My Faith Will Never Fade”, which emphasizes the brand identity as the best soda brand for consumers.^[25] He also launched "Purra Vitamin Water".^[26] Later in December 2020, he led a new campaign “Purra X Chompoo Araya” which introduced Araya A. Hargate, Thai actress and fashion icon, as the new brand ambassador. Bhurit revealed that, with the concept “The Goddess of Styles” he aims to recreate Purra as a lifestyle/fashion brand and has collaborated with 6 other designers for this campaign, including Kloset, Vatanika, Tohns, Theatre, Pony Stone, and Janesuda.^[27] In March 2021, Bhurit represented Singha Corporation Organization as the most trusted brand in the 2021 Thailand’s Most Admired Brand which emphasized the brand’s constant success in terms of quality and consumer’s trust.^[28]

Interest[]

Bhurit’s biggest interest is in music. He was the lead vocalist of Krungthep Marathon Band and also had several singles as a soloist. In 2017, he was a participant in TV Program “The Mask Singer” disguising under the Unicorn Mask. Furthermore, he interests in many kinds of sport such as racing which he recently, on 12 May 2019, won the second running prize from Blancpain GT World Challenge Asia 2019.^[29][30] And, he also likes boxing that he decided to open his own Thai boxing school named “RSM Academy” and the boxing space named “Knockout” which is the combination between HIIT (High Intensity Interval Training) and weight training.^[17][31][32] Throughout early 2020, there has been a global outbreak of COVID-19. In April 2020, Mr. Bhurit Bhirombhakdi performed a new cover of Live & Learn, with Tee Chaiyadet and Chart The Voice, in order to inspire and encourage all Thais to continue fighting the outbreak.^[33] Bhurit is the “shark” for the first time in “Shark Tank Thailand Season 2”, where successful millionaires and billionaires are invited to find the best business ideas among the entrepreneurs pitching to win investment funds from the most seasoned investors.^[34] Khun Bhurit Bhirombhakdi launched Singha Lemon Soda, a new refreshingly tasty and healthy lemon-soda mix with no added-sugar and calories – something for those who focus on health.^[35][36] Khun Tae - Bhurit Bhirombhakdi, a Singha Corporation executive, performed a new cover of Live & Learn, with famous artists Tee Chaiyadet and Chart The Voice, in order to inspire and encourage the people who lost their jobs to get going and move forward together.^[37] In addition, Bhurit and the Singha Drinking Water team won the 2020 Asia Responsible Enterprise Awards in Social Empowerment, hosted by Enterprise Asia, a private development organization that encourages responsible entrepreneurs in Asia, from the project “Return Heart to Home” in collaboration with the Mirror Foundation. Pictures of five missing children were placed on 50 million Singha drinking water bottles distributed all over the nation in an attempt to help find the children. The news can then be spread among a wider audience and create awareness of how significant the problem is.^[38] Through the integration of fashion and marketing, Bhurit was successful in creating a distinguished image for Purra, differentiating it from the competitors yet making it more approachable for the consumers. As a result, Purra Mineral Water became the No.1 trusted brand and was honored with the Superbrands status in 2020.^[39] On March 28, 2021, Mr. Phurit Bhirombhakdi as Chief Executive Officer of Boonrawd Trading Co., Ltd. led the management team and both old and new athletes that are Singha Corporation always supportive joining the flag run in the activity "FLAG OF NATION running to send the Thai flag go to Tokyo Olympics” got around Royal Rattanakosin Hotel, heading to Wat Phra Kaew (Wat Phra Si Rattana Satsadaram) to encourage the morale of Thai athletes who are going to participate in the 2020 Olympic Games and Paralympic Games in Tokyo.^[40] In July 2021, Khun Tae - Bhurit Bhirombhakdi, along with his family, has donated PPE, N95 face masks, sanitizing liquid, food and drinks, condolence money for families in need, and three-garment sets for Monks to 15 temples in the Bangkok Metropolitan Region to help cope with the Covid-19 pandemic. Temples are considered the final frontier where the level of hardship is comparable to that of frontline staff.^[41] In August 2021, To lift up the spirit and help fight with the crises during the discouraging Covid-19 pandemic, Mr. Bhurit “Tae” Bhirombhakdi has invited Olympic gold medal-winning taekwondo player Panipak “Tennis” Wongpattanakit to share her stories as an encouragement and motivation through the “Let’s Fight Together” short movie which narrates life as a sports match, in which one has to give it their best shot and everyone fights together without giving up.^[42] Bhurit Bhirombhakdi, Chief Executive Officer of Boon Rawd Trading Co., Ltd., launches “LEO STAGE”, a new campaign following the “Rao Mai Ting Gun Mun Kwa”, the first project launched in 2020. This time, the activities will be completely online. Major artists are invited to help support businesses through goods review and professional musicians affected by the Covid-19 pandemic will have a chance to showcase their work through LEO Thailand’s Facebook page and YouTube channel 6 days a week. All the activities aim to generate additional income for people of all disciplines and their families, to help everyone get through this difficult time together.^[43]

References[]