Page 228 - Social Enterprise A New Business Paradigm for Thailand

7.6 The “Wind Beneath the Wings” Model in Thailand’s Social

Enterprise Ecosystem

As previously discussed, various financial instruments, along with market, civil society, and legal
mechanisms, are being employed to support social enterprises. While the key players in this
space may appear to operate independently, in reality, these organizations are interlinked and

provide mutual support. At the core are “parent” organizations that serve as the “wind beneath
their wings,” offering shared resources in the form of capital, technology, and experienced
personnel who act as advisors to help social enterprises take flight. Most social enterprises
receiving this kind of support are spin-offs from large foundations, major corporations, or
government agencies, or were established with funding from large companies. For instance,
San Palung Social Enterprise Company is backed by PTT Public Company Limited and its
subsidiaries to carry out social initiatives. Doi Kham Food Products Co., Ltd. is a social enterprise
of the Royal Project Foundation under royal patronage, while Taejai.com draws support from
the Khonthai Foundation. Among social enterprises supported in this way, two distinct models
of “wind beneath the wings” can be observed: 1) a flexible support model that adapts to the

circumstances and nature of the organization, led by the Premier Group of Companies and
other large corporations and foundations, and 2) a structured model with clearly defined
systems, developed by Thai Beverage Public Company Limited.

7.6.1 The Flexible “Wind Beneath the Wings” Model

This model is exemplified by Wichian Phongsathorn, Chairman of the Premier Group of
Companies, who plays a leading role through the Khonthai Foundation. The foundation has

supported the development of social enterprises and networks designed to reinforce one
another, serving as the wind beneath the wings for both nonprofit organizations and social
enterprises. Under this model, young people are encouraged to pursue socially driven creative
ideas and are nurtured to develop social enterprises in various forms, forming an
interconnected support network. This ecosystem includes online fundraising platforms such as
Taejai.com, incubator organizations like ChangeFusion, and digital technology developers such
as Open Dream. These relationships are reflected in Table 7.1, which outlines the network
mechanisms and partner organizations working together to address social challenges under the
support of the Khonthai Foundation. The company has formally committed in its memorandum

of association to allocate 5% of its profits to social causes. This excludes the time volunteered
by executives and employees. Any revenue generated is channeled back into the foundation,
such as the Yuvabadhana Foundation, established in 1993, which is now well known for the
“Pun Pun Shop,” a secondhand goods initiative that focuses primarily on education-related
activities. The Khonthai Foundation serves as the support base for social organizations, while
the Enlive Foundation focuses on environmental conservation (see Figure 7.3). Table 7.2
presents the outcomes of this model, particularly the benefits it has delivered. Relationships

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