Kriengkrai Thiennukul “National Printing Strategy… The beginning of the PPI”

Kriengkrai Thiennukul
Vice President of the Federation of Thai Industries
"National Printing Strategy... The beginning of the PPI"

Pack Print International 2019, or PPI 2019, is one of the largest international exhibitions, innovations and technologies in printing and packaging operators in Asia. Since it is a fair for visitors to see the complete process starting with the production concept and covering all sectors of printing and packaging. It will be held from 18 - 21 September 2019 at Bangkok International Trade and Exhibition Center (BITEC).

It is a great opportunity for Thai Print Magazine to meet with Mr. Kriengkrai Thiennukul - Vice President of the Federation of Thai Industries and former president of the Thai Printing Association in order to interview the beginning of PPI, which is considered the greatest exhibition of the printing industry in Thailand and Asia "PPI, first organized in the year 2007, is a collaboration of 3 alliances, the Thai Printing Association. Thai Packaging Association and Messe Dusseldorf Asia, a subsidiary of Messe Dusseldorf, the organizer of the world's largest printing show" (DRUPA)

I would like to throw back about 10 years ago while I was president of the Thai Printing Association I announced an important policy in 2003, the national printing strategy which will make Thailand the new printing and packaging hub in the Asian region (Regional Printing and Packaging Hub) and set a target to export 30,000 million baht of publications per year within the year 2000 since many years ago, the Thai printing industry focuses on manufacturing for domestic only and did not focus on export product.

The Thai printing industry has a long history since the reign of King Rama IV, which at that time had American missionaries named Doctor Bradley. He is the first leader of used printers in Thailand. After that, Thai printing has developed and expanded according to the country's economic growth rate that has grown throughout. Education reform caused Thai people to read more books resulting in the Thai printing industry progressing respectively.

The Thai Printing Association found since 72 years ago, it is a group of printing industry operators to be a representative in negotiation with the government and jointly develop the industry. It is a strong network of partners support and help each other. Currently, Thailand has more than 3,000 printing houses and it is one of the industries that is ready for a full range of related industries. In other words, the upstream, midstream, and downstream industries mean since planting trees and growing fast. There is a pulp factory, quality paper factory and various printing houses that are equipped with modern technology machines. In addition, the new generation of young people who have good education will help to work and expand the family business. The country that was the leading exporter of publications at that time was Singapore which is just a small island with a population of just 5 million people, all printing materials have to be imported almost 100 percent. Therefore, Thailand is regarded as another country that can export publications.

National printing strategy that will make Thailand the center of printing and packaging in the ASEAN region and aiming to export 30,000 million baht of publications per year by the year 2007 is considered a very challenging target due to the numbers of Thai publications at that time Starting from a low level to zero. Moreover, there is only 4 years of preparation time. The Thai Printing Association has assigned the Faculty of Commerce, Chulalongkorn University with the support of the budget by Ministry of industry to be a master of the national printing strategic plan in order to study analyze strengths and weaknesses when comparing with competitors in ASEAN. Opportunities and possibilities for the Thai printing industry to become a leader in exports in the region. For example, the analyze why Singapore is a small country with less resources and import all machinery, paper, printing ink and molds, it has a population of around 5 million people. The number of printing houses is several times lower than in Thailand but can be the printing center in this region for more than 30 years It is found that one reason that Singapore has the advantage is that the former was a British colony resulting in a great help and support from England. Leading famous publishers from England and the United States have opened almost all branches in Singapore. In additions, Singapore as the production base of publications sent back to England and another part for sale in various countries in Asia.

Therefore, the main problem of Thailand is willing to allow print buyers from all over the world to know that Thailand is ready to be the new option. This availability is not only quantitative, the number of printing houses is greater however, this must include acceptance of print quality that meets international standards and one of the strengths of Singapore that is evident in the study is that apart from being a typing center Singapore which is also a regional hub for exhibitions, conferences and seminars. Including the exhibition of printing and packaging as well For example, DRUPA a world-class printing exhibition Like an Olympic event for printing held in Düsseldorf, Germany every 4 years by Messe Düsseldorf. The company opened a branch in Singapore under the name Messe Düsseldorf Asia to exhibit regional every 2 years, which has been exhibited for a long time. This makes it even better to promote Singapore's image as a printing hub in this region.

From the results of the master plan study Chulalongkorn University pointed out that Thailand has the potential and readiness of the exhibition is not inferior to Singapore. There are also many charms that can attract foreigners to visit and take a chance to travel together. Whether the venue is beautiful natural attractions and the food is delicious and plentiful. There are many hotel accommodations. Moreover, Thai people are considerate and friendly in their hospitality. Therefore, one of the other important puzzles is How to move the printing exhibition from Singapore to Thailand? Later in the year 2005, in which Thailand hosted the APEC Investment Mart 2013, hosted by the BOI, the event was prepared in advance for a year and various companies have fully booked the area in advance. Later, there was a company that had already reserved space and there were some problems. Therefore, request to cancel the area with the BOI at the same time, the Thai Printing Association had a meeting with the BOI. Hence, it was inquired by the BOI that the Thai Printing Association is interested in participating in this exhibition on an area of ​​400 square meters or not? The answer is that you are interested in joining, because it is a good opportunity for the Thai printing industry to have the opportunity to show Thai and foreigners around the world that the readiness for Thailand to become a regional printing center. Since this is the stage where there will be leaders of different member countries of the APEC. It will attend the meeting and visit the exhibition both Thai and foreign media, however 3 important challenges are 1. the preparation time is very close within 55 days left. 2. Due to a large area of 400 square meters, what will be displayed? Where will the budget come from? and 3. What will the booth concept look like? Because it must be a highlight of interest in this APEC event.

The Thai Printing Association must work against time. This has appointed this working group and there is a conclusion that The theme is under the Thai printing industry, which combines both Thai identity with perfect technological capabilities Which is why Building the world's largest Thai-style paper house on an area of 400 square meters. All the stuff was built from corrugated paper. Printing various patterns use offset and inkjet systems and must be strong, beautiful, every part uses 100% paper, connected by glue only. There must be no use of any other materials, whether steel or wood, and can actually be used. The models can support the weight of many people walking up and visiting the house at the same time throughout the 10 days of the APEC Investment Mart 2013, which is a highlight of the event as planned. The leaders of different countries, along with their followers, must come to see this Thai-style paper house. Counting and recording, it was found that throughout the event, more than 300,000 Thai-style paper houses were visited and recorded in The Guinness Book World of Records, with Thai and foreign journalists joining the paper house. The largest Thai house paper in the world. The news was spread around the world. This event created a reputation for the Thai printing industry and Thailand at that time very much. It is considered to be the first official launch of the Thai printing industry. This demonstratee the skills of Thai people that are exceleent and the readiness of Thailand to be the leader in printing in the region.

In the same year, there was the year before the DRUPA 2004 event. Traditionally, Messe Düsseldorf had to conduct a road show to promote the event 1 year in advance in Asia and Thailand is one of the routes that Messe Düsseldorf visited in the press conference. Organized DRUPA 2004 with Thai Printing Association had the opportunity to talk and exchange with the management of Messe Düsseldorf, the organizer of DRUPA on policies and plans. "National Printing Strategy" as Thailand will become a leader in printing and packaging in the region. Including the story of the largest Thai-style paper house in the world at the APEC Investment Mart 2013. Before that, Thailand is about to build the world's first printing and packaging industrial estate or the printing city, which is the center of all types of printing and packaging operators in Thailand. When the news spread, it was amazed and expressed interest in various matters heard about Thailand's national printing strategy for Messe Düsseldorf's management because he reasoned that Print City or the printing city should have happened in Germany because it is considered the No. 1 printing industry power in the world or if it is Japan, it will not be very surprised. However, this will be the first place in the world in Thailand. It is very exciting and interesting. After that, in early 2004, before the DRUPA 2004 was held in late May to early June of that year, Messe Düsseldorf sent a letter to Mr. Kriengkrai to be a guest speaker at the DRUPA 2004 event. It is considered the first Thai person to have the opportunity to go up to the world stage of DRUPA. Speaking on that day received a lot of attention. There were too many participants to hear until the seating was not prepared enough. The guests must stand and listen to each other in the room. As it was a new issue in the printing industry, print entrepreneurs from around the world who attended the event. DRUPA would like to hear about the concept of the world's first PRINTING CITY that is about to be born in Thailand. They would like to know the readiness of Thailand announcing to be the center of the exporters of ASEAN publications. After speaking, having the opportunity to meet with the president with the Messe Düsseldorf chief executive gives a good opportunity to explain and point out the potential of the Thai printing industry compared to other countries in the region that we have the opportunity to expand in the future and persuaded him to consider moving to organize a printing and packaging exhibition held in Singapore to Thailand. It is the origin of the cooperation between 3 organizations, Messe Düsseldorf Asia (a subsidiary of Messe Düsseldorf), Thai Printing Association and the Thai Packaging Association organized; the first Pack Print International or PPI event in 2007.

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