Jorakay focuses on investing in the Vietnamese market.

“ I had never fallen in love with a country at first sight until I set foot in Vietnam ,” said Kongkoon Arthasarnprasit, Chairman of the Board of Directors of Jorakay Group, beginning his speech at the opening of their representative office in Ho Chi Minh City a month ago.

More than three decades ago, Chairman Kongkoon and his colleagues laid the first bricks to build Jorakay (formerly Cera C-Cure) – a leading building materials supplier in Thailand, famous for its Crocodile brand. From a small manufacturer, Jorakay has grown into a giant with over 10,000 products and more than 4,000 distributors domestically and internationally.

Crocodile brand building materials are trusted by many Vietnamese people.

The "Gold Crocodile" tile adhesive and grout using Microban technology have become familiar to Vietnamese people. Vietnam is one of the four CLMV countries (including Cambodia, Laos, and Myanmar) that Jorakay is focusing on expanding its business in, aiming to achieve its goal of covering Southeast Asia and gradually realizing its vision of "Creating innovative construction products with international service standards, providing the best experience, and building sustainable happiness for society."

The trip from Da Nang to Hai Phong, Hanoi, and then a second trip to explore Ho Chi Minh City and Da Lat gave Chairman Kongkoon many memorable experiences. “ I met many Vietnamese friends and was truly impressed with everything here. I love Vietnam and decided to establish a Jorakay representative office in this country ,” he affirmed.

Jorakay's representative office in Vietnam.

However, the Thai chairman's decision was not based on emotion. In fact, Jorakay's leadership team quickly recognized the development potential in Vietnam. Mr. Pongphun Prateepmanowong - General Director of Jorakay Vietnam - shared: " Vietnam has a stable economy , high safety standards, and a very friendly communication culture."

"That's a big advantage in attracting investment. We see the market potential based on the demand for building and decorative materials. Today, the building materials industry is quite expansive, and the Vietnamese government is focusing on policies to develop basic public utilities and infrastructure projects, attracting both domestic and foreign investors ."

Besides tile adhesive and grout, Jorakay also develops many other products under the Crocodile brand, such as Flex Shield waterproofing, Antislip anti-slip coating, structural repair materials, etc. Notably, these products not only meet US (USA) standards shown on the packaging and are ISO certified for quality, but also comply with global green standards.

Jorakay considers Vietnam a key market for expanding its presence in Southeast Asia.

The Thai corporation's goal is to continue exporting these high-quality products to Vietnam through its representative office in Ho Chi Minh City, specifically through its sales and marketing team, consultants, distributors, and online sales system.

" Furthermore, Jorakay aims to bring its production line to Vietnam to optimize product distribution and offer more innovative solutions to meet the needs of Vietnamese consumers ," revealed General Director Pongphun.

Officially entering the Vietnamese market after 10 years, Jorakay sees this as an opportunity to build industrial development alliances and demonstrate the brand's reputation in the adhesive, cement, mortar, and construction chemical market. Above all, success in Vietnam promises to once again emphasize the guiding principle of "Innovation for your family's happiness" pursued since its inception.

Bao Anh

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