Mr. Apichai Susamawatanakul: A Pioneer in Thailand’s Currency Exchange Industry
A businessman who built trust and delivers value to society
“Business success is not defined solely by growth, but by growth rooted in integrity, the building of trust, and the ability to pass benefits back to society.”
++++++++++++++++++++++++++
From Humble Beginnings to a Path of Success
A business success story is rarely the result of an overnight opportunity; rather, it stems from accumulated experience, determination, and an unwavering commitment to principles over several decades.
Mr. Apichai Susamawatanakul is a key figure who pioneered the foreign currency exchange business in Thailand. His journey began with his secondary education at Wat Makutkasat School and evolved into a business career driven by vision and determination. He successfully built an organization that has earned public trust and plays a pivotal role in Thailand’s currency exchange sector.
Currently, Mr. Apichai serves as Chairman of the Board of SuperRich (Thailand) Co., Ltd. He also holds various other significant roles in the business community, reflecting his expertise and management capabilities—particularly in finance and banking—honed through extensive real-world business experience.
++++++++++++++++++++++++++++
A Pioneer in Thailand’s Currency Exchange Industry
One of Mr. Apichai’s most significant contributions is his role as a pioneer of the foreign currency exchange business in Thailand. He founded SuperRich (Thailand) Co., Ltd. and continuously developed the organization, eventually establishing it as a leader in the industry.
Over the course of more than 50 years, the company has developed across all dimensions to elevate service standards and meet the ever-changing needs of its customers. What has enabled the business to endure over the long term is not merely its competitive exchange rates, but the ability to build "trust" with every customer interaction.
Fair exchange rates, sincere service, accuracy, transparency, and professionalism are the key elements that have consistently earned the company popularity and customer confidence.
At the same time, the company prioritizes personnel development; employees undergo rigorous training in foreign currency exchange and service skills to ensure they can serve customers accurately, swiftly, and in a friendly manner.
++++++++++++++++++++++++++++
"Honesty, Sincerity, and Fairness"—Unchanging Core Principles
Behind the business's success lies a clear and steadfast philosophy.
For Mr. Apichai, honesty, sincerity toward customers, and fair business practices form the heart of the currency exchange business.
These principles go beyond mere words; they are translated into action and embedded in the corporate culture, emphasizing a commitment to never taking advantage of customers, building long-term relationships, and maintaining high service standards.
Another standout concept is the emphasis placed on personnel; employees are treated like family members. When staff feel well-cared-for and take pride in the organization, they naturally convey that positive sentiment through excellent customer service.
Driven by these principles, SuperRich Thailand has continuously expanded its business. Today, it operates 26 branches in major shopping centers and prime locations, such as Central, The Mall, Gaysorn Centre, Terminal 21, Fashion Island, Mahanakhon Cube, The Platinum Fashion Mall, and Paradise Park.
This growth reflects not only business success but also the ability to identify opportunities and understand consumers. ...and adapting to the ever-changing business world.
++++++++++++++++++++++++++++
From Success to Creating Opportunities for Society
For Mr. Apichai, business success does not end with organizational growth; true success lies in leveraging one's potential and resources to benefit society.
Over the years, Mr. Apichai has consistently supported social and public welfare initiatives, spanning education, healthcare, quality-of-life improvements, and community assistance.
Key contributions include supporting the "Kao Kon La Kao" (Step by Step) charity run; constructing a library for Ban Hua Fai School in Pong Nam Ron Subdistrict, Fang District, Chiang Mai Province; and providing funding and medical equipment to the Queen Sirikit National Institute of Child Health and the Prasat Neurological Institute.
He has also provided scholarships to students at Suan Sunandha Rajabhat University, donated funds to the 50th Phansa Maha Vajiralongkorn Hospital in Ubon Ratchathani Province and Rajavithi Hospital, and continuously supported various other public interest projects.
Each act of support represents more than just a donation of assets; it is an opportunity to offer hope and help elevate people's quality of life.
++++++++++++++++++++++++++++
An Honor of Great Value
A significant milestone in Mr. Apichai’s life and career is his receipt of an Honorary Doctorate Degree in Business Administration (Finance and Banking) from Suan Sunandha Rajabhat University in 2026.
This honor is a source of immense pride and serves as a testament to the recognition of his knowledge, capabilities, and experience, as well as the contributions he has made to the business sector. ...particularly in the fields of business administration and banking and finance.
From another perspective, an honorary degree also reflects the value of "real-world business experience"—knowledge and insights accumulated through hands-on practice, overcoming challenges, and long-term organizational development—which ultimately become a body of knowledge and a model that can be passed on to future generations.
++++++++++++++++++++++++++++

Beyond success lies the creation of value.
The story of Mr. Apichai Susamawatanakul is not merely that of a successful businessman; it is the story of a pioneer, a builder, and a giver.
A pioneer who ventured into the foreign currency exchange business long before it became as widespread as it is today.
A builder who established an organization grounded in integrity, fairness, and trust.
And a giver who shares his success with society through continuous support for education, healthcare, and public welfare.
Mr. Apichai’s journey reflects the truth that sustainable business is built not on profit alone, but on trust, virtue, and social responsibility.
For ultimately, the true value of success lies not in how far we have traveled, but in how much benefit we have created and how many opportunities we have provided for others to move forward along the way.
+++++++++++++++++++++++++++++++++
FMS SPOTLIGHT
Mr. Apichai Susamawatanakul
Pioneer of the Thai foreign currency exchange business
Chairman of the Board, SuperRich (Thailand) Co., Ltd.
Recipient of an Honorary Doctorate Degree in Business Administration
(Major: Finance and Banking)
Suan Sunandha Rajabhat University (Class of 2026)
“From business success to creating value for people and society”

Public relations work Faculty of Management Science
www.fms.ssru.ac.th
www.ssru.ac.th
#Faculty of Management Science Suan Sunandha
#SSRU
#FMSSSRU
#Faculty of Management Science, Suan Sunandha Rajabhat University
#Where is a good place to study?
#Suan Sunandha Rajabhat University
#Faculty of Management Science works and studies
#Let's be one family FMS Family