Page 325 - Social Enterprise A New Business Paradigm for Thailand

opportunities for highland ethnic communities in Thailand (see Box 10.1). Lee placed strong
emphasis on language and communication, and his determination to develop these skills
became a defining strength of the enterprise. Because he needed to establish a reliable network

of coffee farmers and gain the trust of customers, communication was essential. Both suppliers
and customers had to believe in his credibility as a social entrepreneur. Lee frequently spoke
directly with customers at his café, sharing stories about highland coffee. These personal
interactions allowed visitors to engage deeply with the narrative and inspired them to become
part of the journey to uplift Thailand’s highland coffee communities. One of his café visitors, a
prominent chef from the United States, became a key supporter and later helped Lee secure an
internship at a friend’s café: Stumptown in Portland, Oregon, one of the most acclaimed coffee
shops in the U.S. Lee’s commitment and selflessness earned him significant social capital,
beginning with strong bonding capital from close family and community members who believed
in his mission. This spirit of trust and inspiration spread to young people in his team and other

tribal groups. Over time, Lee also built bridging capital by forming supportive relationships with
friends, independent organizations, business partners, and even café customers, many of whom
became collaborators and long-term allies. His internship at Stumptown led to further training
opportunities in San Francisco and Los Angeles, where he learned the craft of operating high-
end cafés that cater to premium clientele. These transformative experiences inspired Lee to
bring a premium café concept back to Chiang Mai.

5) Introduction of New Innovations
Advancements in technology and information systems have created new opportunities and

markets for social enterprises globally. In contrast, Thailand has seen relatively few social
enterprises that offer genuinely novel social innovations. Most continue to compete in
conventional product markets, with incremental additions such as waste separation initiatives
or the repurposing of single-use plastics. For example, Zero Waste YOLO represents such an
effort. More innovative models include Taejai.com, Thailand’s first public crowdfunding
platform; Yuen Yen, which offers palliative care services; and Wheel of Joy Co., Ltd., which
provides medical transport services for elderly patients.

However, the pursuit of innovation comes with significant risks, particularly in market validation.

Technological innovation often requires sustained research and development, which in turn
demands long-term or non-repayable financial support. Unfortunately, most funding agencies
in Thailand expect measurable outcomes within one year, an unrealistic timeline for most
innovation-driven social enterprises. As a result, only a limited number of social enterprises in
the country have been able to adopt and scale truly innovative models.

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