Interview with Jaroensuk Nanthawichawutsarn (Mr. Heng), the President of HAHAMA
Serena Zheng/ Jasmin Zhuang

HAHAMA Co., Ltd. is one of the leading enterprises in the amusement industry in Thailand. Established in 2014, it owns over 70 amusement parks in Thailand and is the largest amusement park chain company in Thailand. In order to understand the Thai amusement market, GTI interviewed Jaroensuk Nanthawichawutsarn (Mr.Heng), president of HAHAMA.

泰國HAHAMA有限公司總裁Mr.Heng（中）

Q: What are your main products exhibiting at AEGAE? What is the market feedback of these products in Thailand?
A: The exhibits are mostly amusement machines that young people like to play, such as shooting machines and simulators with strong experience and fun. Our amusement equipment is from almost all over the world, and we are the agent of many game and amusement companies in China, Taiwan (China), Korea, Japan, Canada, the United Kingdom, the United States and other countries and regions. Of course, we are not open to all. The equipment we import is selected according to our own high standards. The revenue ranking of these products is the first in the market, and we constantly update imported equipment every year. At present, HAHAMA has 73 stores across Thailand, and 10 more stores will be opened soon.

Q: What do Chinese enterprises need to pay attention to when they invest in Thailand to set up a branch office or look for partners?
A: HAHAMA has established cooperative relations with top ranking amusement equipment companies in China. These companies are very famous and among the best in the world. Second, generally speaking, leading companies have their own standards, whether or not R & D system, production system or service system are satisfactory to us. Of course, we do not only cooperate with large companies, but also cooperate with some high-quality and promising small companies. We have a set of rules about how to select high-quality small companies as partners, such as understanding their background, experience and professional level. Therefore, Chinese enterprises must have the same direction and method as ours when seeking partners in Thailand.

Q: How do you view the development trend of the game and amusement market in Thailand in the next two years?
A: I think Thailand's amusement industry has a promising future. However, the laws and regulations on the amusement industry in Thailand are still old, which have many restrictions on the growth of the industry. For example, crane machines are illegal in Thailand, and even any equipment with prizes and gifts are illegal. However, in order to change this situation, we have set up a group (association) to promote the government to modify the laws on the amusement industry. If it is successful, the amusement industry in Thailand will break the restriction in the future and carry out deeper cooperation with China and Japan, which are developing rapidly in the amusement industry. In that case, the development of the Thai market may be ten times faster than it is now.

Q: According to your observation of the Thai market, what kind of products do you think have broad space for development in Thailand?
A: Amusement equipment is divided into several sectors, including children's amusement sector, teenagers’ amusement sector, adults’ amusement sector, family amusement sector, and they have their own development space.
I think the Thai amusement market needs diversified amusement equipment, and I also hope that all categories can be innovated and developed.

※The article is published in the GTI Magazine Issue No. 184 in March 2020