SCG Packaging Public Company Limited or SCGP, together with Srichand United Dispensary Co., Ltd. and Marketing Association of Thailand (MAT), managed by the Junior Marketing Association of Thailand (J-MAT)., announced the winners of the SCGP Packaging Speak Out 2026 project. The competition platform provided university students with the opportunity to connect design with business strategy in order to develop packaging that supports marketing success under the concept “Packaging as Strategic Marketing Tool,” integrating design with business strategy through “Design&Marketing Integration.” Students worked on a real business challenge from the SRICHAND brand under the themes of Modern T-Beauty and Sustainability, preparing them for the real working world. The event also featured a special inspirational talk exploring customer experience creation from branding to packaging amid the growing T-Beauty market.
Searching for the Winners at the Final Pitching Day
From more than 500 participating students nationwide, 15 finalist teams comprising 60 students advanced to the highly intensive Final Pitching Day. The stage was filled with determination and creative energy as participants presented packaging designs integrated with business feasibility through a Packaging Design System, competing for a total prize pool of over THB 120,000 along with certificates. The team that won the Gold Award (THB 40,000, certificate, and a two-month internship opportunity with SCGP) was “Noo Nee Lae T-Beauty,”consisting of four members: Napaktida Ueramnuaypornchok, a second-year student in the School of Business Administration for Society, Digital Marketing Program, Bangkok University Rangsit Campus; Thanaphong Pornsirisawee, a first-year student in the Faculty of Commerce and Accountancy, Business Administration Program, Chulalongkorn University; Wara Achayuthakan, a third-year student in the Faculty of Decorative Arts, Product Design Program, Silpakorn University Tha Phra Palace Campus; and Nutcha Inyoo, a second-year student in the Faculty of Agro-Industry, Packaging & Materials Technology Program, Kasetsart University Bangkhen Campus.
Their winning concept, “The Serene Bloom,” reflected the perspective of Modern T-Beauty through the image of a “fighter woman” who must constantly face challenges and changes in work, environment, weather conditions, and daily life. As a result, consumers seek emotional stability from a brand that acts as a safe space while empowering them to confidently express themselves. The packaging design featured fluid yet internally strong forms, highlighted with rose-inspired line art symbolizing blooming through every stage of life. Key designs included a rose-pattern embossed compact powder case using chemical-free embossing techniques and an eco-friendly refill system; eye-catching cream sachets featuring moisturizing shades and sustainable packaging design from box to sachet; and sunscreen packaging with ergonomic curves designed to fit comfortably in the hand, paired with a 100% recyclable box.
The Silver Award (THB 25,000 and certificate) was awarded to team “Klum Nueng Kueng Noom” for their concept “Adaptive Beauty,” which reflected Modern T-Beauty as beauty designed for a fast-moving lifestyle, adaptable to every situation and climate. The Bronze Award (THB 10,000 and certificate) went to team “Sanjee Srichand” for their concept “Always Ready,” presenting beauty as freedom without limitations and suitable for everyone in all weather conditions. Five Consolation Awards (total prize value THB 15,000) were also presented to Team Dee Mak Loei Ka, Team Girl’s Girl 888, Team Everything is Fine, Team Sri to the Moon, and Team Soft Glam Korn Mae Son Wai.
Exploring T-Beauty from Brand Essence to Packaging Experience
The event also featured an Exclusive Talk under the topic “Experience T-Beauty Brand Essence through Packaging,” which explored the role of branding, marketing, and packaging in driving the growth of T-Beauty while transforming Brand Essence into a tangible Brand Experience for consumers.
Charkrit Direkwattanachai - Vice President of Administration and President of Junior Marketing Association of Thailand (J-MAT), spoke about the T-Beauty trend, stating that the concept of “Thai beauty” or T-Beauty has become increasingly clear in the eyes of the global audience through the export of Thai dramas and series to international markets, especially over the past 2–3 years. This has created significant market opportunities for Thai cosmetics and skincare brands. “T-Beauty, the essence of Thai beauty, has already been clearly communicated to the world. However, for Thai cosmetics and skincare brands to sustainably grow and stand alongside J-Beauty or K-Beauty, they must deliver high-quality products with attractive packaging that simultaneously reflects the brand essence. Only then can they become powerful enough to capture the attention of global consumers,” he said. He further emphasized that brands must be able to answer the question: “Why does the brand exist in this world, and in what direction will it lead the organization?” The answer to this question becomes the brand’s charm and differentiating factor. From there, brands can develop strategies to create meaningful consumer experiences that foster emotional connection and ultimately build brand loyalty.
Ekaraj Niroj, Chief Customer Officer, SCGP, stated that packaging must be more than just a product container; it must serve as part of a marketing strategy to create brand value and make a strong first impression on consumers. Packaging should reflect the Brand Essence or brand identity while also addressing sustainability. “Sustainability is not an option, but a consumer expectation for brands to demonstrate social responsibility, such as designing packaging that uses less material and can be recycled and circulated back into use,” he said. Regarding the promotion of T-Beauty to the global market, he added that “T-Beauty” can also evolve into “G-Beauty” (Global Beauty). A clear example is the “Elephant Pants,” which consumers around the world recognize as a distinctive Thai product. If supported by packaging design that clearly reflects the brand’s identity and unique strengths, it can further enhance product value, strengthen brand recognition, and expand marketing opportunities on a global scale.
Rawit Hanutsaha - Chief Executive Officer, Srichand United Dispensary Co., Ltd. & Mission to the Moon Media Co., Ltd., stated that one of the key success factors in branding today is transparency and sincerity toward customers. Once customers feel that a brand is not genuine, it can destroy the positive experience they have with the brand, and they are ready to switch to many other alternatives available in the market. “If a brand wants to become something in the hearts of customers, it must consistently act that way (Brand Essence) and embed it as a core belief within the organization. Most importantly, brands must constantly communicate with customers because customers reflect their true feelings toward the brand better than anyone else. True branding is not what entrepreneurs think they are, but what customers say the brand truly is. That is the heart of branding,” he said. Regarding the opportunity to bring T-Beauty to the global market, he added that it must be driven as a broader national movement through collaboration across multiple industries, such as entertainment, fashion, and packaging, in order to communicate the identity of T-Beauty to global audiences in every dimension. He also emphasized the importance of research and development (R&D) in building product quality and brand credibility, combined with storytelling that enables consumers to make purchasing decisions based on both rational considerations and emotional value simultaneously.
All of these activities contributed to expanding knowledge, enriching experiences, and inspiring innovation and creativity through collaboration from all sectors involved in the SCGP Packaging Speak Out 2026 project, now continuing for its 11th year. SCGP remains committed to empowering youth to grow confidently, unleash their creativity in the real business world, and apply their knowledge to support Thai businesses and SMEs sustainably in the future.
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