Joseph Tan Jude Benny LLP

Bunnasomboon Chaiparinya (Aaron) is a Partner and Head of Corporate Department at JTJB International Lawyers Co., Ltd. (“JTJB Bangkok”), situated in Bangkok, Thailand, with extensive experiences in advising on high-profile domestic and international M&A, corporate, and cross-border transactions.   What do you see as the main points that differentiate [law firm name] from your competitors? JTJB Bangkok distinguishes itself by combining regional reach with a client-focused approach. As part of the JTJB global network in 9 countries, along with membership in ADVOC – the leading international network of independent law firms in 73 countries – and IR Global, a network of quality boutique firms worldwide, we are uniquely positioned to deliver seamless cross-border expertise while maintaining the agility and personal service of a focused Bangkok practice. Unlike larger firms where clients may feel like one of many, our partners remain personally engaged in every matter, ensuring continuity, trust, and tailored strategies to each client’s needs. Our clients benefit from advice that is not only legally sound but also pragmatic, cost-efficient, and grounded in industry-specific knowledge, particularly in shipping, international trade, corporate law, and dispute resolution. This balance of global capability and personal care allows us to offer a service that is both highly professional and deeply attentive – a distinction that sets us apart in the Thai legal market.   Which practices do you see growing in the next 12 months? What are the drivers behind that? In the next 12 months, I anticipate continued growth in mergers & acquisitions, corporate restructuring, and foreign direct investment because Thailand remains an attractive investment destination in Southeast Asia due to its strategic location, regional trade agreements, and government support measures, particularly through the Board of Investment of Thailand (“BOI”) and Eastern Economic Corridor Development Plan (“EEC”). Additionally, I expect ESG-related compliance, data privacy, and digital (AI) regulations to play a larger role. With increasing cross-border transactions, businesses are paying closer attention to sustainability obligations and regulatory risks, which will drive demand for legal services in these areas. Finally, dispute resolution and arbitration will likely see an uptick, as more parties look for efficient mechanisms to resolve cross-border commercial disputes amid geopolitical uncertainties.   What's the main change you've made in the firm that will benefit clients? While direct internal restructuring was not publicly detailed beyond historical merger activity, our firm continues to benefit from a strengthened structure capable of integrated, high-value client service. Following the 2023 merger with AWP & Alliance, JTJB Bangkok expanded its capabilities, widened its partner base, and increased staff strength—lifting both capital market and IP capabilities through deeper resources and cross-practice collaboration. This bolstered expertise, paired with the firm’s award-winning track record, underscores a strategic transformation towards greater industry breadth, operational responsiveness, and enhanced client alignment.   Is technology changing the way you interact with your clients, and the services you can provide them? Technology has significantly transformed the way we interact with our clients and the services we provide. On the client side, secure video conferencing and digital collaboration tools now allow us to engage with international clients seamlessly, removing traditional barriers of time and distance. Within Thailand, the growing adoption of e-filing systems has enabled us to expedite processes, reduce paperwork, and deliver faster results at a lower cost. We have also embraced digital knowledge management systems, which enhance the speed and accuracy of our legal advice. These developments allow us to provide the same level of responsiveness and sophistication as much larger international firms while maintaining greater flexibility and efficiency.   Can you give us a practical example of how you have helped a client to add value to their business? A practical example of how we helped a client add value to their business is our successful work with one of Thailand’s most successful start-up laundry and dry-cleaning franchises. We have been assisting this client in restructuring its subsidiary and entering into an acquisition agreement with a publicly listed company in a transaction valued at approximately THB 1.05 billion. The restructuring involved an entire business transfer procedure (“EBT”), moving all assets, contracts, debts, and employees from the subsidiary to the parent company. This approach was carefully designed to significantly minimize the tax liabilities associated with transferring assets between the client’s subsidiaries. Beyond the restructuring, we advised the client in negotiating with the investor and finalizing key legal documents, including the Term Sheet, Shareholder Agreement, and Share Subscription Agreement. We also coordinated with the investor’s legal team during the due diligence process.Through this work, we helped the client not only achieve a smooth and tax-efficient transaction but also position the company for sustainable growth and strategic expansion. This project illustrates how we add tangible business value by combining legal expertise with strategic, commercially minded solutions.   Are clients looking for stability and strategic direction from their law firms - where do you see the firm in three years’ time? Clients increasingly expect their legal advisers to provide both stability and strategic foresight in a rapidly changing regulatory and business landscape. At JTJB Bangkok, we are committed to meeting these expectations by combining cross-border capability with the continuity and trust that come from direct partner involvement. Over the next three years, I envisage the firm consolidating its position as a leading ASEAN gateway for cross-border investments, shipping and international trade, corporate transactions, and dispute resolution for both Thai and international clients. Our focus will be on strengthening industry-focused practice groups, expanding advisory services in areas such as foreign investment, regulatory compliance, and ESG, and investing in technology and talent development to enhance efficiency and responsiveness. Additionally, we plan to deepen our integration within the JTJB global network, ADVOC, and IR Global, enabling us to deliver cross-border solutions with agility and precision. Through these initiatives, we aim to reinforce our role as a trusted and forward-looking partner, providing clients with stability, clarity, and strategic guidance to support their long-term success.

1) What do you see as the main points that differentiate JBJB International Lawyers Co., Ltd. (JTJB) from your competitors? PK’s reply: In the legal industry, the core theories remain fundamentally the same, but the differences lie in skills, perspectives, attention to detail, and the courage to speak the truth directly to clients. For my part, I am responsible for intellectual property (IP) practice. What sets us apart from other IP law firms is that we approach each task as if tailoring a custom-made suit. While the work may appear similar in nature across many IP firms, we ensure our solutions are uniquely crafted to meet the specific needs of our clients.   2) Which practices do you see growing in the next 12 months? What are the drivers behind that? PK’s reply: In the next 12 months, I anticipate significant growth in intellectual property (IP) practices focused on digital innovation, sustainability, and brand protection in the global marketplace. This growth is being driven by several key factors: Technology and AI Integration The increasing adoption of artificial intelligence (AI) and machine learning across industries has prompted companies to invest heavily in safeguarding their technological innovations, algorithms, and data. This trend is fueling demand for various types of IP protection, including copyrights, trademarks, patents, and trade secrets. Sustainability and Green Technology As governments and industries prioritize environmentally friendly solutions, there is a surge in innovation around green technologies. This presents opportunities for protecting eco-friendly inventions, trademarks, and industrial designs. Global Brand Expansion and E-commerce The continuous expansion of businesses into international markets, particularly through e-commerce platforms, has heightened the need for trademark registrations and the enforcement of IP rights to protect brands in the digital economy. IP Enforcement and Anti-counterfeiting The rise in counterfeiting, especially in the realm of digital goods and services, has increased demand for litigation and enforcement measures. Many clients seek effective strategies to safeguard their market share and reputation. To remain competitive and responsive to these shifts, law firms must provide specialized expertise, streamlined processes, and proactive strategies that address the evolving needs of clients in this dynamic landscape.   3) What's the main change you've made in the firm that will benefit clients? PK’s reply: In our IP practice, we set up the computer program for our trademark record monitoring program to address inefficiencies in tracking and responding to critical trademark due dates. Previously, our manual system was time-consuming, and it occasionally led to missed opportunities for clients. With the implementation of the new system, we can now provide real-time alerts about important trademark deadlines, enabling our clients to take quicker, more decisive actions to protect their brands. As a result, our clients have reported a 30% improvement in the speed of our responses, and they feel more secure knowing that their intellectual property is being proactively managed and safeguarded.   4) Is technology changing the way you interact with your clients, and the services you can provide them? PK’s reply: Yes, technology is significantly transforming the way we interact with our clients and the services we provide. While English is not a native language in Thailand, we have embraced AI-driven research tools to assist with translations and research tasks. These tools enable us to deliver faster turnaround times and more accurate information, enhancing our efficiency and reducing costs for clients. Looking ahead, the integration of technology allows us to provide better, faster, and more cost-effective services, ensuring our clients receive exceptional support in every aspect of their intellectual property needs.   5) Can you give us a practical example of how you have helped a client to add value to their business? PK’s reply: In the field of intellectual property, many entrepreneurs who are just starting out produce and sell products without any knowledge of intellectual property. In practice, when I meet with such entrepreneurs, it is necessary for me to explain to them that the products they produce, and sell can increase in value and credibility by building a brand. This allows customers to recognize that the products are under their brand. For example, one of my clients runs a beauty salon business and conducted research on hair-related products until they developed a quality product that customers have tried and found effective. Therefore, when I provided advice on trademarks and assisted them in registering their trademark, the products they sell increased in value, both in terms of price and the image of their business.   6) Are clients looking for stability and strategic direction from their law firms - where do you see the firm in three years’ time? PK’s reply: Yes, clients today are certainly looking for both stability and strategic direction from their law firms. In an unpredictable legal and business landscape, they want firms that not only offer reliable, consistent advice but also guide them with innovative, forward-looking strategies. At our firm, we focus on fostering long-term relationships with our clients, understanding their goals, and anticipating potential risks and opportunities. Looking ahead to the next three years, I envision our firm as even more agile and tech-enabled, using advanced legal technology to provide quicker, more efficient solutions. We’ll continue expanding our sector-specific expertise, delivering deeper strategic insights tailored to clients' industries. Our firm will be a trusted advisor, offering both stability and innovative direction to clients as they navigate future challenges and opportunities.

What has been your greatest achievement, in a professional and personal capability? PK’s reply: When it comes to success, there have been many tasks that were carried out and completed successfully. So, if you ask me what the greatest success is, it's hard to answer because I value every task. Personally, I see it as a matter of pride rather than success. Each day, new tasks come in for me to learn from, and when you finish learning one thing, there's always something new to learn. Therefore, it shouldn’t be considered as success because there’s still much to be done and learned continuously. So, this pride is present in both my professional and personal life. (1) Professional Pride: I am proud of the work I do. Looking back from the first day I started working until today, there has been a lot of development, whether in terms of theory, work skills, or management perspective. Plus, keeping clients with us for a long time. The work I am most proud of is sharing knowledge and experience with clients, helping them understand intellectual property matters, and assisting them in strategizing for intellectual property protection. This ensures that their creative works are protected by intellectual property rights. By strategizing and managing the clients’ portfolios to their satisfaction, they feel they’ve received good and effective service and advice from me. As a result, my clients speak highly of me to their friends and acquaintances, and most of them have been using my services for over ten years. My client base, both old and new, is quite stable and trusts my services. (2) Personal Pride: It comes from using my knowledge and experience to teach or share with new colleagues who are just starting their careers. For example, one team member of mine started without any legal background or knowledge of intellectual property. However, through my guidance and management, I was able to inspire him to pursue further studies in law and work in the legal field. He now has a good understanding of intellectual property. Even though he no longer works with me and has moved on to work in an in-house legal department, he continues to apply the knowledge and techniques I taught him to his work, leading to success and satisfaction with his superiors. I didn’t even know that he had posted a thank-you note to me on social media until I found out later. This made me very proud that I could inspire someone and help him work effectively. It showed me that I could help nurture talent in the field of intellectual property.   What do you do differently from your peers in the industry? PK’s reply: In the legal industry, the core theories are essentially the same, but the differences lie in the skills, perspectives, attention to detail, and the courage to speak the truth to clients directly. Each piece of work is like tailoring a custom-made suit, even though the tasks may seem similar in nature.   What advice would you give to your younger self? PK’s reply: Whether I’m telling myself or advising younger colleagues or those just starting their careers, there are two essential things that must not be overlooked: The mindset that everything is “Can do” because it will allow you to try everything when the opportunity arises. Always put in your best effort and do your best without focusing on the outcome. Whether the result is successful or not, at the very least, you can be proud that you gave it your all and did your best. Disappointment is something everyone must face, though the timing may vary. However, if you encounter disappointment after doing your best and giving it your all, there will still be pride. This will help you see the mistakes that can be corrected and improved.   Can you give me a practical example of how you helped a client add value to the business? PK’s reply: In the field of intellectual property, many entrepreneurs who are just starting out produce and sell products without any knowledge of intellectual property. In practice, when I meet with such entrepreneurs, it is necessary for me to explain to them that the products they produce, and sell can increase in value and credibility by building a brand. This allows customers to recognize that the products are under their brand. For example, one of my clients runs a beauty salon business and conducted research on hair-related products until they developed a quality product that customers have tried and found effective. Therefore, when I provided advice on trademarks and assisted them in registering their trademark, the products they sell increased in value, both in terms of price and the image of their business.   Within your sector, what do you think will be the biggest challenge for clients over the next 12 months? PK’s reply: The biggest challenge for clients looking to protect their intellectual property rights in the next 12 months often revolves around several key areas: Increased Competition: As markets become more saturated, competitors may attempt to infringe on IP rights, making enforcement more critical and challenging. Global Enforcement: Navigating different IP laws across countries can complicate enforcement efforts. Understanding local regulations and forming international strategies is essential. Digital Transformation: The rise of digital platforms and e-commerce means that IP theft can occur more easily. Clients must invest in cybersecurity and monitor online activity actively. Cost Management: Balancing the costs of IP protection (like legal fees and registration costs) with other marketing and investment needs can strain budgets, especially for smaller businesses. Rapid Technological Change: Staying ahead of trends while protecting new innovations requires agility in both marketing strategies and IP filings. Education and Awareness: Ensuring that employees and stakeholders understand the importance of IP protection can be a challenge, leading to potential internal vulnerabilities. To navigate these challenges, clients should consider comprehensive strategies that include robust monitoring systems, legal consultations, and employee training, alongside their marketing and investment plans.    

What do you see as the main points that differentiate JTJB International Lawyers Co., Ltd. from your competitors? With over 15 years of experience with a network in over 10 countries of our JTJB network and over 100 countries in Ecovis International network, we are confident in our advice and service that we can assist our client regarding legal services in Thailand and assist our clients for doing business abroad through our two above networks.  Furthermore, our tax experience can help the clients to comply with the correct method and help them to save more tax under the Revenue law. Our two worldwide networks with our other partners allow us to offer an accurate and rapid service to exceed our clients’ expectations and help our clients to grow their businesses more efficiently. Which practices do you see growing in the next 12 months? What are the drivers behind that? During the Covid-19 circle, it effects to the expansion of the investment in Thailand. The main practices we anticipate in the next 12 months are corporate, M&A, foreign investment and tax services. We think that the situation of Covid-19 will be stable in the next year and as the current government is promoting infrastructure development in order to encourage investment into Thailand’s economy. As a result, this would increase the demand for corporate, M&A, foreign investment and tax services. Due to the Personal Data Protection Act shall be fully enforced in the middle of next year, the demand for legal advice relating to this Act including the preparation of the required documents will continue to grow in the first half of next year. What's the main change you've made in the firm that will benefit clients? Our firm has been expanding our professional network and client base exponentially, particularly in the fields of foreign investment, mergers & acquisitions, corporate law and tax services as rapidly growing areas within Thailand. By expanding alongside these fields, we are able to keep up with growing trends and changes in legislation, ensuring we provide the best and most relevant service to our clients and ensure our clients have complete faith in us as a law firm representing them. Is technology changing the way you interact with your clients, and the services you can provide them? Technology has been a driving force for our legal service. It has significantly changed the way we interact with our clients. The most substantial change, especially during the Covid-19 circle, this has been able to bring is the development in long-distance communication with our various partner firms and clients both within and outside Thailand.  We are also seeking technology innovations in reducing administrative work and boosting our legal productivity further. Can you give us a practical example of how you have helped a client to add value to their business? As a firm specializing in corporate affairs, foreign investment and tax services, we consider and analyze all of the issues in order to prevent or correct problems for clients. We will inform our client from time to time of the new issued law which may affect or related to their business.  We take pride in assisting clients to not only launch their business within Thailand, but also help that client develop it by providing continual support and advice. With each and every client we support, we not only give them the advice and assistance to start up a business in Thailand but also utilize our vast professional network also assist the client in simultaneously expanding their connections to get the most out of establishing their companies in Thailand. Are clients looking for stability and strategic direction from their law firms - where do you see the firm in three years’ time? We believe that the essential criterion of any business, especially a law firm, is stability and strategic direction. Clients need the assurance of stability as they are placing a great deal of trust in us as a company to represent them and provide sound advice. Our clients also expect strategic direction to reinforce their trust in us to keep up to date with changing legislation giving them the assurance that the advice provided and action taken is the most relevant; ensuring that our clients’ concerns are addressed and their expectations are exceeded. We commit ourselves to build our lawyers to be the best efficient lawyers to continue legal support for clients. In the next 3 years, we aim to expand into a ‘one-stop’ service for all our future clients’ needs and requirements. We see ourselves as a next-generation law firm beyond the typical legal services, creating opportunities to network and develop.

What do you see as the main points that differentiate JTJB International from your competitors? As a medium sized law firm with over 15 years of experience and a network in over 10 Countries, we are confident in our advice and service. We are able to have the benefit of not only a wide variety of over 100 highly trained professions in multiple practices; but also, still able to focus and give significant attention to each and every one of our clients. This increased attention gives a more affable and personal feel to our approach to work, putting each of our clients at ease and maintaining client satisfaction at the heart of everything that we do. Our main differentiation from other firms is the level of care and realization of unreasonable legal fees. Our large worldwide network with our other partners allows us to offer an accurate and rapid service to exceed our clients’ expectations with suitable and effective client fee structures. Which practices do you see growing in the next 12 months? What are the drivers behind that? The main practices we anticipate in the next 12 months are corporate, M&A and foreign investment. As Thailand’s political situation stabilizes, the current government is promoting infrastructure development in order to encourage investment into Thailand’s economy. As a result, this would increase the demand for corporate and M&A services. Foreign investment is also an area we anticipate exponential growth. Thailand’s drive to become a major player in the rapidly growing worldwide industry of sustainability and clean, renewable energy is leading to new initiatives encouraging skilled international workers in STEM fields to promote innovation and become a driving force in sustainable energy. The new ‘Smart-Visa’ initiative is one such example of this, offering a number of incentives for skilled workers seeking employment in the field of sustainability. Foreigners are also being encouraged to set up and operate in Thailand, contributing to Thai economy with various benefits and tax incentives available to them for doing so. These incentives and benefits available to foreigners will result in expansion of our foreign investment department as more and more individuals and companies seek assistance from law firms to work and conduct business within Thailand. What's the main change you've made in the firm that will benefit clients? Our firm has been expanding our professional network and client base exponentially, particularly in the fields of foreign investment, mergers & acquisitions and corporate law as rapidly growing areas within Thailand. By expanding alongside these fields, we are able to keep up with growing trends and changes in legislation, ensuring we provide the best and most relevant service to our clients and ensure our clients have complete faith in us as a law firm representing them. Is technology changing the way you interact with your clients, and the services you can provide them? Technology has played a huge part in the interaction and services we are able to provide to our clients. The most substantial change this has been able to bring is the development in long distance communication with our various partner firms and clients both within and outside the borders of Thailand. In addition to this, governmental authorities have been developing and implementing online submission systems, not only providing an easier and more streamlined service for our clients but also reducing paper consumption and overall cost reduction. Can you give us a practical example of how you have helped a client to add value to their business? As a firm specializing in corporate affairs and foreign investment, we take pride in assisting clients to not only launch their business within Thailand, but also help that client develop it by providing continual support and advice. With each and every client we support, we not only give them the advice and assistance to start up a business in Thailand, but also utilize our vast professional network also assist the client in simultaneously expanding their connections to get the most out of establishing their companies in Thailand. Are clients looking for stability and strategic direction from their law firms - where do you see the firm in three years’ time? We believe that essential criterion of any business, especially a law firm is stability and strategic direction. Clients need the assurance of stability as they are placing a great deal of trust in us as a company to represent them and provide sound advice. Our clients also expect strategic direction to reinforce their trust in us to keep up to date with changing legislation giving them the assurance that the advice provided and action taken is the most relevant; ensuring that our clients’ concerns are addressed and their expectations are exceeded. In the next 3 years’ we aim to expand into a ‘one-stop’ service for all our future clients’ needs and requirements. We see ourselves as a next generation law firm beyond the typical legal services, creating opportunities to network and develop.