Translation of article from "Personal Gift", July 2010

The Biggest Gift & Houseware Exhibitions in Thailand, BIG & BIH

“Bangkok International Gift Fair 2010” & “Bangkok International Houseware Fair 2010” specialized in gift, general products, and household products were held in the eastern part of Bangkok at Bangkok International Trade & Exhibition Center (BITEC) from April 20 to 25. 1600 booths from 600 companies were exhibited and importer, manufacturer, trader, whole seller, retailer, and other related industries have visited and conducted business meeting during the fair. A hundred thousand buyers from both overseas and domestic have visited the events during the six days. 

"Turmoil" during the Exhibitions

A traditional New Year’s Day, Songkran festival is held in the middle of April when is the hottest period of the year. Towards the end of the Songkran festival, the political and social unrest had deterred many overseas attendants due to the international portrayal of the situation despite the safe journey from the airport to the exhibition site.　Media around the world had broadcasted the dangerous situation in Bangkok such as anti-government demonstrations and blockade of road in the several areas despite the site of the exhibition is a little far away from the center of affected commercial areas.

Lifestyle Products in Thailand

The 29th BIG-fair has been held since 1988. From 2003, the fair has holding two times a year (April and October), and it has attracted many attentions as an exhibition for the gift and home decoration industries among ASEAN countries. The exhibition is held under the sponsorship of Department of Export Promotion (DEP) and is formed with the supports from seven associations: Thailand Gift and Premium Association, Thai Toy Industry Association, Thai Houseware Trade Association, Northern Handicrafts Manufacturers and Exporters Association (NOHMEX), Thai Stationeries and Office Supplies Association, Design & Object Association, and Home Decorative Design Association. They aim to promote Thai export and appeal their products to both domestic and international customers. The exhibition is one of the greatest efforts that are put together as a nation.

Dr. Veeraasak Jinarat who is an assistant secretary of DEP from Thailand attended the opening ceremony. His speeches highlighted on “The gift and lifestyle industries in Thailand as one of the primary exporting sectors. Total export amount of lifestyle products in 2009 was more than 250 million USD. It was also reported 42 million in February 2010, which had increased to 11.39% compared to the previous year. This number shows the indication of economical and international trading recovery. The crisis of export situation has changed to allow private companies and general businesses that are conformed to creativity and standardized quality. Today, Thailand is recognized as an export country in the world because we can create fine and uniquely designed products with a mixture of eastern and western tastes.” He emphasized that gift and lifestyle industries play the vital role for the economy in Thailand. 

Theme is “Soul and Style of Orient”

The theme of the exhibition this year is “Soul and Style of Orient”. The theme reflects the spirit and the soul of the East such as delicate professional skills and oriental design, materials come from different cultures, durable quality and environment-friendly with the international standard. Also, modern and oriental styles make good use of traditional materials, accompanied by novel interior designs by young designers. 

The exhibited products are items such as gift, premium products, home decoration, art flower plant, traditional handicraft, houseware, spa products, home textile, toys, and stationeries.

One Village One Product (OTOP) in Thailand

After 1960’s, the economy in Thailand has been growing dramatically; however, it has created dual structures between the city and rural area due to income disparity and poverty issues. To solve these issues, “One Village One Product Movement” was introduced under the leadership of Thaksin ex-Prime Minister as a sustainable policy to secure and expand incomes for the poor. 

From 2001, government has subsidized this movement while supported in areas such as marketing, public relations, improvement of the quality of products, human capital development, and technological improvement. Currently, most of OTOP products are traditional handicrafts, interior/gift products, textiles, and clothes, and there are 28,943 products from 7,394 villages throughout the nation. In 2003, projected sales of OVOP products were 2 billion THB; however, actual sales went up to 3.3 billion THB and this uptrend continues to increase. OVOP products are passed through the export standard quality test and hence they are promoted into the international market and actively participating in the domestic and international exhibitions. OVOP products are introduced in every BIG & BIH with the support from the government, which is expected to bring in growth and development of Thailand in addition to the local revitalization and economical stimulation. 

Superior Design Thailand Products along with DEmark

Under the advice and support of Design & Object Association, each booth is decorated with refined colors and materials. It is important that the clients are attracted to individual booths so that the products of high quality and good designs are appreciated. Decoration of booth is one of the key marketing objectives to attract people in the exhibition. 

A Contest Modeled Japan’s Good Design Award

There are products which is awarded a “DEmark” in 2009. “DEmark” refers to “Design Excellence Award” established by DEP. To recognize the award internationally, the standard of selection is set with the cooperation of Japan External Trade Organization (JETRO) and Japan Industrial Design Promotion Organization (JIDPO), and making a selection by invited exporters and others.

This award is cooperated with “PM’s Export Award” who also awards Thai product and service companies that have achieved high standards of export and quality throughout the year. It has set aims to play an active role in the international market include supporting the development in company’s export products and professional designers.

Thai products are well known for its unique design, especially with the combination of natural materials that are highly evaluated.  Demark is divided into four sections: lifestyle products section (gift/decorative product, furniture, and houseware), fashion product section (fashion accessory, leather product, jewelry, textile, and so on), Industrial product section (electrical appliance and office supply), and packaging section (food, health, and beauty packaging). In 2009, 103 products from lifestyle section and 25 products from other sections have applied to the award. Not only the product design, it also screened for its user-friendly functions, and even evaluated on its environmental-friendliness. 

The Future of Thailand

Social stability plays an important role in the health of the Thai economy, especially in the tourism sector. Together with the economic recession, social unrest and high level of unemployment rate have added worrying and anxious sentiments among the people. Nonetheless, Thailand is one of the major places where many Japanese companies are located and the automobile industries have growing in terms of their supply chain. 

Prime Minister, Abhist highlighted that, "Thailand has played a great role as a host during ASEAN meeting and thus, this meeting has savage the image and trust of Thailand. Since ASEAN Free Trade Area (AFTA) operation on this January, the trade value with other ASEAN countries stands at 1.76 billion as of March 2010 (52% increase from previous year). This amount dominated 20% of the total trading value in Thailand. The amount of export to other ASEAN countries is valued at 1.05 billion USD (67% increase from 2009) and the ratio to total export is 23.7%. This has exceeded the EU 11.7% and Japan 10.3%. 

In addition, according to the Office of Small & Medium Enterprises Promotion (OSMEP), 60,000 new traders under OTOP in the country is set to increase by providing 80 million baht as a budget for the improvement of business ability, promotion of small enterprise through cooperation with local governments. Moreover, the ease in market access for small and medium handicraft enterprises are being promoted. By fully utilize the ASEAN Free Trade Area, the growth of small and medium enterprises would further expand in the future. 

The Thailand Royal House encourages the preservation and succeeding the skill of traditional silk textile from the North-Eastern part of Thailand. It also encourages tapping into new market so that it ensures a stable income in the countryside. Several funding supports have been established to promote this traditional silk trade.