The Coca-Cola system in Thailand - comprising Coca-Cola (Thailand) Ltd., ThaiNamthip Corporation PLC, and HaadThip PCL - has partnered with the Department of Business Development (DBD), Ministry of Commerce, to help 2,700 local wholesale and retail operators nationwide adopt AI technology and sustainability practices under the "Smart & Sustain" initiative.
The initiative focuses on upgrading traditional neighborhood stores into digitally enabled "Smart Retail" businesses while encouraging recycling and environmental awareness within local communities.
Wholesale and Retail Business Development Programs
In 2026, the DBD plans to support the development of 2,700 wholesale and retail operators across Thailand through two flagship programs.
- Model Wholesaler Development Program
The program will develop 30 high?potential wholesalers into model businesses aligned with international management standards, through on?site, in?depth expert consulting and the implementation of quality management standards. These standards serve as practical tools to assess performance, enhance efficiency, and support progression toward becoming Model Local Wholesalers.
- Smart Chohuay Plus Program
The program will reach over 2,670 local retail operators through initiatives including:
- knowledge-sharing seminars will reach local retail operators onsite participants online.
- technology adoption support for stores
- store upgrades using the 5S workplace organization framework
- trade network development connecting wholesaler operators, with potential expansion to network local retailers
Mr. Poonpong Naiyanapakorn, Director-General of the Department of Business Development, said "The Department of Business Development, together with our partners, is committed to supporting local wholesale and retail operators in Thailand as they navigate a rapidly changing business landscape shaped by AI and digital transformation. We are pleased to collaborate with The Coca?Cola system in Thailand, which brings strong expertise in nationwide beverage logistics and practical, hands?on knowledge that can be directly applied by entrepreneurs. This partnership also helps build awareness of business management practices that contribute to fostering recycling?focused behaviors within local communities. The collaboration between the public and private sectors serves as a strong model of joint efforts to strengthen Thailand's local economic foundations and foster long?term sustainability."
As part of the partnership, the Coca?Cola system in Thailand will share AI?powered ordering know?how and practical business expertise with local operators through ThaiNamthip Coca?Cola's "Order Bot" smart ordering system—an AI?driven platform that enables store owners to place orders 24/7 with next?day delivery, real?time order tracking, exclusive promotions, and dedicated customer support—supporting wider digital adoption and improved operational efficiency. The program also integrates sustainability initiatives through Coca?Cola's partnership with Trash Lucky, its partner in building awareness and encouraging proper packaging recycling under the "Coke Recycle Me with Trash Lucky" campaign. Wholesaler stores were invited to serve as community recycling collection points, receiving guidance on waste sorting and recycling practices, while customers can earn points through recycling activities—helping increase store traffic and generate additional income from recyclable materials.
Mr. Sarut Wittayarungruangsri, Senior Director of Public Affairs, Communications and Sustainability for Coca-Cola Thailand and Laos, said " Coca-Cola has operated in Thailand for 77 years, and local wholesale and retail stores remain essential to how our business reaches consumers every day. This partnership with the Department of Business Development allows us to contribute category expertise, digital tools and on-the-ground execution. By helping store owners use AI-enabled ordering and participate in local recycling systems, we aim to support stronger businesses today while helping make recycling more accessible at the community level."
Program Launch and Participation
The initiative officially launched in Singburi Province on March 26-27, 2026, with workshops on Future-Ready Wholesale & Retail, study visits to model stores, and networking sessions for entrepreneurs. In addition, from April to June, the Smart Chohuay Plus Program will be rolled out across all regions of Thailand. Local retailer interested in joining the program can follow updates, detailed information, and the schedule of activities in each region at the "Smart Chohuay" Facebook Page or visit www.dbd.go.th.
