What does it take to build a business across borders in Asia? 🌏

In this episode of CAIC Unscripted, host Jeff Pi (CEIBS MBA 2009) sits down with Pornpetcharee “New” Nirachatsuwan (CEIBS MBA 2019), Managing Director of U.A.N One HR and Thai Reli Company Limited, to explore her journey from Thailand to Shanghai—and how she helps Chinese companies successfully expand into Southeast Asia.

From falling in love with Shanghai to launching multiple businesses, New shares real insights into entrepreneurship, HR strategy, and cross-cultural business between China and Thailand.

In this episode, you’ll learn:

• How Chinese companies expand into Thailand (and common mistakes to avoid)
• The importance of “guanxi”, trust, and relationships in Asian business
• Cultural differences between Thai and Chinese workplaces
• How to build a business from 0 to 1 in a new market
• Lessons from working at Eli Lilly and transitioning into entrepreneurship
• What it’s like to revive and grow a family business
• The mindset shift from entrepreneur to leader
• Why being “kind to yourself” is critical for long-term success

Key topics covered:
Thailand business environment, China–Thailand trade, HR outsourcing, recruitment strategies, entrepreneurship in Asia, CEIBS MBA experience, cross-cultural leadership, Southeast Asia market entry.

About CAIC Unscripted
Produced in collaboration with the CEIBS Alumni International Chapter (CAIC), CAIC Unscripted features candid conversations between CEIBS alumni—going beyond business to uncover personal stories, global perspectives, and the diverse experiences shaping today’s leaders.

About CEIBS
CEIBS is an internationally recognised business school co-founded by the European Union and the Chinese government. Learn more here.