# Inheriting an empire: How Thapanee Techajareonvikul is making it her own

- Link: https://www.thailand-business-news.com/companies/311191-inheriting-an-empire-how-thapanee-techajareonvikul-is-making-it-her-own
- Published: 2026-06-01T18:00:00+07:00
- Author: Nadjib Mohamed

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Thapanee Techajareonvikul, CEO of Berli Jucker, shares her journey of leading her
family’s multi-billion-dollar TCC Group empire, emphasizing strategic growth, family
succession, and leveraging AI to drive innovation and efficiency.

## **Summary of the Video**

Thapanee Techajareonvikul, President & CEO of **Berli Jucker (BJC)** and a second‑
generation leader of Thailand’s **TCC Group**, reflects on inheriting and expanding
one of Southeast Asia’s largest family business empires. She discusses her father
Charoen Sirivadhanabhakdi’s rise from humble beginnings, the family’s succession
structure, her leadership philosophy, and how technology—especially AI—is reshaping
their operations. The conversation also explores the dynamics of working with her
husband, the group’s expansion into Vietnam, and preparing the third generation 
for future roles.

---

## **Highlights**

### 00:00:00 **Foundations of the Empire**

 * Her father began in the liquor business at age 15.
 * He believed “waste is gold,” building efficiency from the ground up.
 * Strategic partnerships and consolidation turned the whiskey business into a national
   powerhouse.

### 00:03:35 **Diversification with Discipline**

 * Expansion always stayed close to core competencies.
 * Property investments and acquisitions (e.g., Berli Jucker, ThaiBev) were made
   only when they strengthened the ecosystem.
 * The family built an integrated conglomerate spanning F&B, packaging, retail, 
   property, and finance.

### 00:07:01 **Leadership Transition with Her Husband**

 * Thapanee took over BJC in 2023; her husband Aswin moved to lead Big C.
 * They have always worked side‑by‑side and maintain an open, debate‑friendly leadership
   style.
 * Work and life blend seamlessly: “Life is work and work is life.”

### 00:09:10 **Her Leadership Style**

 * She emphasizes listening, respect, and creating a supportive environment.
 * Encourages open discussion and values diverse viewpoints.
 * Focuses on building strong foundations for future challenges.

### 00:10:02 **AI and Operational Efficiency**

 * AI is used in logistics (truck routing), boosting sales by **40% YoY**.
 * Manufacturing uses AI to reduce energy consumption in glass production.
 * Optimization initiatives saved **USD 36 million** last year.

### 00:11:13 **Expansion into Vietnam**

 * BJC acquired **MM Mega Market** for nearly USD 700M.
 * Vietnam is seen as the next major growth engine for TCC Group.
 * Combining B2B (MM) with B2C (Big C) creates a powerful regional retail platform.

### 00:12:12 **Succession Strategy**

 * Five siblings each oversee a different business vertical.
 * A family council, led by her brother Thapana, ensures unity and smooth decision‑
   making.
 * The second generation is learning to collaborate more closely as the businesses
   grow.

### 00:14:16 **Preparing the Third Generation**

 * 14 members meet twice a year to explore roles and interests.
 * Unlike the second generation, they are free to choose their own paths.
 * Exposure, not pressure, is the guiding principle.

### 00:15:46 **Core Lessons from Her Parents**

 * Never expand into areas unrelated to the core business.
 * Build step by step, with discipline and long‑term vision.
 * Always give back to society—community impact is a core family value.