Guiding rural Thais to prosperity

Pichai: More young people are willing to return to rural areas as they have noticed growing profits and opportunities.

IMAGINE a lively store that incorporates elements like handicraft, snack vendors, Thai music and coffee tastings, which engage all five senses and create a lively, market-like atmosphere.

Thai businessman Pichai Chirathivat is attempting to use this model to ease rural poverty in local communities, an ambitious vision for many entrepreneurs. Amid various pathways to improve the lives of fellow citizens, the route that Pichai has taken is connecting goods produced in rural areas with urban consumers in Thailand and beyond.