The dramatic shift represents a complete reversal of the company's current revenue split, which stands at 50% domestic and 50% international. The strategy was outlined at a press conference on Friday by Sivakorn Pithayanukul, chief strategy officer of Siam Health Group, and Pharmacist Dr Sangsuk Pithayanukul, managing director. I try to tell everyone to go abroad," Dr Sangsuk said, emphasising the scale constraints of the domestic market. ASEAN expansion takes centre stageFor 2026, the company is concentrating efforts on three ASEAN markets: Thailand, Singapore, and the Philippines. The Philippines market was characterised by Dr Sangsuk as receptive to premium positioning, noting consumer attitudes align with quality-focused messaging.

Source: International New York Times January 16, 2026 13:47 UTC