The days of celebrities serving solely as brand ambassadors are fading fast. We are now entering the “Celebrity Founders Era” — a time when stars are stepping into the role of entrepreneurs, transforming their personal passions into tangible brands while staying deeply involved in everything from creative direction to business strategy.
Today, we take a closer look at three of Thailand’s most prominent male celebrities who are not only dominating the entertainment industry, but are also making waves as a new generation of successful business founders.
Billkin Putthipong Assaratanakul
Billkin is far more than just a singer and actor. In addition to being an heir to B-Quik, he has also built several businesses of his own. His entrepreneurial philosophy revolves around the idea of “turning problems into companies and turning passion into profession.” Every brand he creates stems from something he genuinely wants to use in his everyday life.
Billkin Entertainment: Following the closure of Nadao Bangkok, Billkin launched Billkin Entertainment on June 1, 2022, at only 22 years old. The company oversees music production, events, fan meetings, and concerts both in Thailand and internationally.
WITAL: The name WITAL combines “WIT” and “VITAL,” reflecting the brand’s focus on smart and essential wellness solutions. The supplement line includes products such as WITAL B+Sage, which supports brain function and memory, and WITAL IMMU-THYME, designed to strengthen immunity. Billkin sees business as another form of artistry, believing that a product must genuinely align with one’s inner identity and offer real value to consumers.
Reroute: Reroute is Billkin’s skincare and personal care brand focused on hair and skin products made with natural ingredients and environmentally conscious packaging.
Caremate: Together with PP Krit Amnuaydechkorn, Billkin co-founded Caremate, a lip care brand where both stars serve as co-CEOs. The brand has been well received by fans in both Thailand and abroad.
Win Metawin Opas-iamkajorn
Beyond his success in entertainment, Win serves as a global brand ambassador for Prada and Tiffany & Co., and was named to Forbes 30 Under 30 Asia in 2023. However, one of his most surprising achievements is becoming the co-founder of the rapidly growing premium dessert brand SOURI.
SOURI began during the lockdown period, when the Opas-iamkajorn family started baking together as a hobby and casually selling their desserts through Instagram. The name SOURI comes from the French word “Sourire,” meaning “smile.” On the very first day, the brand received over 6,000 orders, forcing them to temporarily close sales while the entire family helped fulfill orders using small home ovens — a process that took nearly a month.
Every menu item was inspired by his sister’s passion for pastry-making after studying at Le Cordon Bleu. She developed recipes tailored to the family’s tastes, while Win handled all aspects of marketing — from photography and video production to editing and social media promotion.
Velato: In 2021, Win launched Velato, a premium ice cream brand that later merged into the SOURI ecosystem and is now available at all SOURI locations.
VELENCE: Win also founded VELENCE, his streetwear fashion label first introduced in 2019. The brand recently expanded again in February 2026 with a refreshed direction and broader product offering.
Peach Pachara Chirathivat
Peach graduated from Chulalongkorn University’s Faculty of Commerce and Accountancy, majoring in International Business Management. Although he is a fourth-generation heir to the Central Group empire, he chose to build his own businesses independently from a young age.
Peach has shared that he dreamed of owning a restaurant since elementary school because he loved dining culture and the atmosphere of restaurants. During university, instead of forming a band like many students, he and his friends looked for another creative outlet to pursue together — which eventually became the foundation of Rocks Group.
Potato Corner: Potato Corner was one of Peach’s favorite snacks growing up, leading him to bring the franchise to Thailand. While the original brand provided strict operational guidelines, the Thai market required extensive localization to better match local tastes and consumer behavior. Certain signature flavors remained unchanged, but many details were adapted specifically for Thai customers.
UNO! Coffee: Peach co-founded UNO! Coffee alongside his partners at Rocks PC. Launched in May 2025, the coffee brand quickly became a viral success thanks to its use of 100% single-origin Geisha coffee beans sourced from rotating farms, allowing customers to experience a wide range of flavor profiles.
Built around the concept “Great Coffee For All,” the brand offers premium-quality coffee starting at just 85 baht. Today, UNO! Coffee has expanded to 14 branches, with average sales of around 800 cups per day per location, reaching tens of thousands of cups sold daily across all stores.
Khao-Sō-i: Khao-Sō-i helped expand Rocks Group beyond snacks and beverages into the full-meal dining category. Known for its freshly made noodles prepared daily, the brand originated from a small restaurant in Chiang Mai before expanding to multiple Bangkok locations, including Silom, Siam Paragon, and Central Rama 9.
