SuperRich 1965 (Orange) is marking six decades of operation as Thailand’s leading currency exchange, guided by the theme “60 Years of Trust, Moving Forward Together.” The celebration comes with a forward-looking agenda that blends heritage with innovation: the introduction of a new mascot, Nong Super, positioned as a travel partner that embodies a modern, approachable image aimed at engaging younger-generation travelers. The company is accelerating its digital transformation by weaving together services across physical branches and online platforms, and it is actively laying the groundwork for an e-Wallet to serve international visitors. The strategic objectives are ambitious, targeting a 20% growth rate and a currency exchange volume exceeding THB 100 billion by 2027, a milestone that reflects both resilience and expansion in a rapidly evolving financial landscape.
The journey of SuperRich 1965 (Orange): origins, growth, and leadership transition
SuperRich 1965 (Orange) traces its origins to a small family-run exchange shop named Chitwanich, laying the foundation for a brand that would become Thailand’s original foreign exchange icon. The evolution from a modest shop to a nationwide network is a story of deliberate branding, strategic location choices, and relentless focus on customer trust. The transformation into SuperRich occurred in 1965 under the leadership of Mr Viboon and Mrs Potjaman Tantivejchayanon, who formalized the brand and anchored it as the country’s pioneering non-bank foreign exchange brand. This early decision to standardize quality, pricing transparency, and reliability would set the tempo for decades to come, establishing a legacy of credibility that endures in the company’s current identity.
The transition to second-generation management in 1997 marked a crucial inflection point for SuperRich. The new leadership elevated the company through a suite of innovations and technologies designed to improve accessibility and convenience for customers. A key milestone was the publication of real-time exchange rates on the company’s website, a move that not only enhanced transparency but also positioned SuperRich as a technologically savvy market leader. The management team pursued an expansion strategy grounded in the concept of a “currency exchange convenience store,” extending the brand’s footprint into high-traffic locations that would maximize visibility and footfall. The strategic placement of branches in prime locales—specifically at BTS stations, large shopping malls, and tourist hotspots—transformed the customer experience by reducing friction and making currency exchange more accessible to travelers and locals alike.
The COVID-19 crisis, spanning late 2019 through 2021, delivered a severe shock to the travel and tourism sectors, with knock-on effects on currency exchange demand. SuperRich faced significant disruption as tourism flows slowed and travel behavior shifted dramatically. In response, the company undertook a careful recalibration of its network—retaining high-potential branches while managing risk through disciplined portfolio optimization. This period underscored the importance of resilience and adaptability, reinforcing the need for diversification of services and channels beyond the traditional branch-centric model.
As the economy began to recover and travelers increasingly adopted cashless payments, SuperRich recognized the imperative to innovate beyond physical storefronts. The leadership established SuperRich Digital Co., Ltd., a dedicated vehicle for introducing new technologies and payment solutions, including the development of an e-Wallet. This move signaled a commitment to staying ahead in a cashless era, leveraging digital platforms to complement and extend the reach of the existing branch network. The omnichannel approach would later become central to the company’s strategy, enabling seamless interactions across both online and offline touchpoints and ensuring a consistent customer experience regardless of channel.
Ms Natcha Poonnapat, a third-generation executive serving as Business Development Director, emphasizes the enduring pillars that have guided SuperRich through 60 years: honesty, transparency, and trustworthiness. These values have cemented the company’s reputation and continue to underpin its expansion into a new decade. As the organization looks to modernize its brand image, it has embraced the need to engage with multi-generational audiences, especially younger customers who expect digital-enabled convenience, speed, and security. The introduction of the mascot Nong Super embodies this shift—a travel partner with a fun, friendly, and approachable character that remains aligned with SuperRich’s core principles while forging a stronger emotional connection with customers throughout their journeys.
The company’s evolution reflects a broader vision for the future of currency exchange in Thailand. By balancing a strong heritage with forward-looking technologies, SuperRich positions itself not merely as a place to exchange money but as a comprehensive travel-finance partner that supports customers across various stages of their journeys. This perspective sets the stage for the next sections, where product innovations, digital integration, and strategic partnerships come into sharper focus as drivers of growth and resilience.
Core services and the three-pillar digital strategy: Branch Excellence, the SuperRich App, and the Tourist e-Wallet
SuperRich is pursuing a three-pronged digital strategy designed to deliver faster, safer, and more convenient currency exchange experiences while maintaining robust regulatory compliance and high service standards. The strategy comprises Branch Excellence, the SuperRich mobile application, and the upcoming SuperRich Tourist e-Wallet. Each pillar is designed to operate in concert with the others, creating a cohesive ecosystem that supports both everyday transactions and travel-specific needs for international visitors.
Branch Excellence: convenience, speed, and compliance across a growing network
Branch Excellence represents SuperRich’s commitment to elevating on-site service quality and operational efficiency. The company operates more than 40 branches spread across Bangkok and major provinces, staffed by a dedicated team of over 400 professionals. The branch network is designed to deliver a combination of convenience, speed, and regulatory compliance that aligns with international standards.
Within this framework, two core customer-facing offerings define Branch Excellence:
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Money Exchange (MC): The company provides transparent, reliable, and faster currency exchange through a newly enhanced system that prioritizes security and efficiency. The service supports more than 34 currencies, enabling a broad range of travelers and residents to access competitive rates with confidence. The emphasis on security, accuracy, and speed ensures that customers can complete transactions with minimal wait times and maximal clarity about rates and fees.
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Money Transfer (MT): International remittance is facilitated through partnerships with trusted global networks, including SPEEDSEND powered by CIMB Thai Bank and MoneyGram. This network covers over 200 countries, offering customers favorable rates, lower fees, and the ability to transfer funds in real time. The service is designed to minimize risk associated with fraud and unfair charges, reinforcing the reliability and integrity of the international transfer experience.
This branch-led pillar, underpinned by modern infrastructure and stringent compliance, establishes the physical footprint necessary for a seamless omnichannel strategy. It ensures customers can visit a branch with confidence, receive consistent service quality, and seamlessly transition to digital channels when needed. The focus on international standards and safety further strengthens SuperRich’s credibility in a market where trust is paramount.
Development of the SuperRich Application: real-time rates, reservation, and branch pick-up
The SuperRich mobile application is a cornerstone of the company’s digital transformation, crafted to deliver a user-friendly and secure experience. The app provides real-time foreign exchange (FX) rates, enabling customers to check currency values instantly and make informed decisions before visiting a branch or making an online booking. The platform also enables online booking for reserving multiple currencies in advance, a feature that helps travelers secure the currencies they need ahead of time and minimizes the risk of currency shortages at branch locations.
A key component of the app’s capability is electronic identity verification (e-KYC), which streamlines onboarding and enhances security for transactions. The e-KYC process enables customers to complete identity verification remotely, expediting the exchange process and reducing the need for in-person verification. The app supports branch pickup, allowing customers to reserve currencies online and collect them at their preferred branch without the typical waiting times or concerns about currency availability.
To further improve user experience, the app includes a Branch Locator feature that helps customers identify the most convenient branch, ensuring a smooth journey with the currencies they desire ready before travel. This functionality aligns with the broader omnichannel strategy by bridging digital and physical channels, enabling customers to plan ahead and minimize disruption during travel.
The upcoming SuperRich Tourist e-Wallet: a travel-focused, secure payment experience
A central component of the digital strategy is the SuperRich Tourist e-Wallet, being developed in collaboration with Bank of Ayudhya Public Company Limited (Krungsri Bank). This e-Wallet is designed specifically for international tourists visiting Thailand, enabling them to make payments via QR PromptPay in a manner comparable to local residents. The aim is to reduce concerns about carrying cash while delivering a more convenient, secure, and confident travel experience.
The SuperRich Tourist e-Wallet is planned to support multiple forms of payment and money transfers, integrated with QR PromptPay, banking systems, and Visa credit cards for instant use by international tourists. The long-term roadmap includes international money transfers and cross-border QR code payments, delivering security and convenience akin to mobile banking. The broader ambition involves deeper integration with digital payment ecosystems and cross-border capabilities that align with a cashless society.
In tandem with these features, SuperRich 1965 (Orange) has outlined a future trajectory that includes collaboration with Bitkub to integrate digital asset exchange capabilities into the e-Wallet. This move signals an intention to broaden payment and investment options, reflecting a broader trend toward digital assets and tokenized value within mainstream financial services. Throughout these developments, the company maintains strict compliance with legal and regulatory frameworks, including the Anti-Money Laundering Act (AMLA) under the supervision of the Anti-Money Laundering Office (AMLO), and it holds a full license from the Bank of Thailand. These governance practices are positioned as essential to ensuring transparency, security, and customer protection in a rapidly evolving digital payments landscape.
The e-Wallet initiative is not undertaken in isolation. It forms part of a broader approach to customer experience and financial integration, designed to reduce cash handling, increase transaction speed, and provide a more versatile set of payment options for international travelers. The seamless interplay between the e-Wallet, QR payments, and legacy banking channels is expected to deliver a more cohesive and efficient experience for customers who rely on SuperRich for currency exchange and cross-border payments while visiting Thailand.
Leadership insight, brand modernization, and the strategic value of Nong Super
The leadership perspective at SuperRich emphasizes a continuous emphasis on reliability, trust, and modernization. Mr Piya Tantivejchayanon, the Chief Executive Officer of SuperRich Currency Exchange (1965) Co., Ltd., and a member of the second-generation leadership, spoke candidly about the company’s journey and its strategic responses to changing market conditions. In remarks delivered during the 60th-anniversary celebration, held under the theme “60 Years of Trust, Moving Forward Together,” Mr Piya highlighted the company’s evolution from a small family-run shop to a nationwide leader in currency exchange and non-bank foreign exchange services. The early transformation into SuperRich in 1965, driven by the long-standing leadership of Mr Viboon and Mrs Potjaman Tantivejchayanon, established a brand that has retained the trust of millions of customers over the decades.
Mr Piya noted that the company’s evolution into the second generation in 1997 catalyzed a commitment to innovation. By introducing real-time rate publishing on the website and expanding branch networks to prime locations, SuperRich became a model of customer-centric service delivery. The “currency exchange convenience store” concept was instrumental in redefining the market, making currency exchange accessible across a wide geographic footprint. This approach not only broadened the company’s reach but also created a new standard for consumer expectations in the currency exchange industry.
In parallel with this evolution, the pandemic era underscored the importance of resilience and strategic adaptability. The company faced the downturn in tourism with measured decision-making, choosing to retain high-potential branches and carefully manage risks. This experience reinforced the importance of diversifying revenue streams through digital channels and new services, which led to the establishment of SuperRich Digital Co., Ltd. and the subsequent push toward e-Wallets and omnichannel strategies. The leadership’s focus on balancing the physical and digital realms reflects a holistic understanding of how customers prefer to interact with financial services in a post-pandemic world.
Ms Natcha Poonnapat, the Business Development Director and a third-generation executive, underscored the core values that have sustained the business: honesty, transparency, and trustworthiness. These values have underpinned the company’s long-standing relationships with customers and partners, sustaining confidence across generations. As the company looks toward a new decade, its marketing strategy centers on modernization of the brand image to appeal to diverse generations while maintaining the integrity and reliability that customers associate with the SuperRich name. The introduction of Nong Super, the new mascot, is a strategic element in this modernization effort. Nong Super embodies a travel partner persona—fun, friendly, and approachable—designed to resonate with younger travelers while reinforcing the social and experiential aspects of the SuperRich brand. The mascot is positioned not merely as a branding element but as a conduit for deeper customer engagement across multiple travel moments.
Both leaders stress that digital expansion is not a departure from the brand’s core strengths but a reinforcement of them. The omnichannel approach is described as an integrated system that ensures consistent service quality across branches and digital platforms, while also delivering speed, security, and convenience. The Nong Super mascot plays a critical role in bridging traditional trust with contemporary engagement, enabling SuperRich to reach new generations without diluting the brand’s established credibility. As the company advances into the next phase of growth, the leadership emphasizes a balanced strategy that safeguards customer confidence while embracing innovation that improves the overall travel experience.
Market position, customer base, and performance indicators: current scale and future targets
SuperRich 1965 (Orange) currently serves over 2.4 million customers annually, a volume that reflects both domestic demand and international travel flows. The customer mix comprises approximately 50% international customers, 48% Thai customers, and 2% from international remittances, illustrating a broad and diverse client base that relies on SuperRich for both everyday currency exchange and cross-border financial needs. The most frequently exchanged currencies are USD, EUR, JPY, HKD, and TWD, highlighting the currencies that drive demand in Thailand’s vibrant travel, business, and remittance corridors.
In 2024, the company posted currency exchange transactions worth THB 94.433 billion, and management projected a rise to THB 98 billion in 2025. While these figures indicate growth, the strategic plan stipulates upgrading the brand image, expanding digital capabilities, and launching the SuperRich Tourist e-Wallet within the next 1–2 years as critical catalysts for accelerating growth. The targeted growth rate is 20%, a robust objective in a market characterized by fluctuations in tourism, shifts toward digital payments, and evolving regulatory expectations. The plan also includes increasing the currency exchange volume beyond THB 100 billion by 2027, a milestone that would signal long-term resilience and capacity to scale.
This market positioning is reinforced by a robust regulatory framework and a commitment to compliance. The company’s operations are supported by licensing from the Bank of Thailand, ensuring alignment with national financial regulations. The adherence to AML requirements, under the purview of AMLO, further underscores the company’s emphasis on security, transparency, and consumer protection. The combination of a large, diverse customer base, a broad currency suite, and a strong regulatory foundation sets the stage for sustained growth, particularly as digital payment adoption expands and cross-border e-commerce and tourism demand evolve.
The strategic focus on younger audiences, through Nong Super and modernized branding, complements the data-driven approach to customer acquisition and retention. The company’s emphasis on real-time information, convenient branch services, and secure digital channels positions it to capture demand from both seasoned travelers and first-time users who seek a reliable, efficient currency exchange partner. The continued expansion of the branch network, the enhancement of branch-level service quality, and the introduction of innovations like e-KYC and a multi-faceted e-Wallet are intended to enhance customer satisfaction and loyalty, ultimately contributing to higher transaction volumes and broader service adoption.
CSR, governance, and educational partnerships: investing in people and ethics
SuperRich 1965 (Orange) remains committed to corporate social responsibility (CSR) initiatives centered on education and human resource development. The company signed a Memorandum of Understanding (MoU) with the Office of the Vocational Education Commission under the “Educational Cooperation Project.” This partnership supports vocational students through internships and training programs focused on professional knowledge, AML compliance, PDPA (Personal Data Protection Act), and cybersecurity. By providing practical experiences and exposure to industry best practices, the initiative aims to cultivate a pipeline of high-quality professionals who are prepared to contribute to the broader economy and society.
In addition to educational collaborations, these CSR activities reinforce a commitment to ethical business practices, integrity, and continuous improvement. The focus on AML and cybersecurity reflects an awareness of the growing importance of secure financial services in a digital era, where data privacy and anti-fraud measures are critical for maintaining customer trust. The partnership with the Office of Vocational Education Commission demonstrates a sustainable approach to talent development, aligning corporate needs with public-sector goals of upskilling youth and preparing them for successful careers in finance and technology.
Beyond CSR, governance remains a core pillar of SuperRich’s strategy. The company’s compliance framework, reinforced by the AML Act and supervision by AMLO, demonstrates a rigorous approach to risk management and regulatory adherence. This governance infrastructure supports both the current business model and the anticipated expansion into digital payments, e-Wallets, and cross-border financial services. The emphasis on transparency, accuracy, and customer protection is designed to sustain trust with a broad base of customers, partners, and regulators as the company scales its operations in a dynamic market environment.
The case for growth: drivers, risks, and strategic bets for the next 1–2 years
SuperRich’s growth strategy rests on several intertwined drivers designed to capitalize on evolving consumer preferences, regulatory clarity, and the digitization of financial services. The three-pillar digital strategy—Branch Excellence, the SuperRich App, and the forthcoming SuperRich Tourist e-Wallet—serves as the core engine for growth, enabling the company to extend its reach, improve transaction efficiency, and offer new, compelling value propositions to travelers and residents alike.
The Branch Excellence pillar provides a robust on-the-ground presence with a focus on speed, safety, and regulatory compliance. By maintaining a branch network in strategic locations and leveraging the expertise of more than 400 staff, SuperRich ensures that physical accessibility remains a key differentiator in a market where digital channels complement but do not completely replace in-person service. The branch network also functions as a gateway to the digital ecosystem, where customers can transition from offline to online experiences, complete with real-time pricing and online booking.
The SuperRich App is designed to be a central hub for all currency-related activities. Real-time FX rates empower customers to monitor market conditions and make informed decisions. Online booking with multi-currency reservation reduces the risk of currency shortages and minimizes wait times at branches, improving overall consumer satisfaction. The e-KYC feature reduces friction while ensuring secure onboarding and compliance with regulatory requirements. The Branch Locator enhances convenience by guiding travelers to the most suitable pickup points, thereby streamlining the journey from planning to completion of a transaction.
The SuperRich Tourist e-Wallet, supported by Krungsri Bank, represents a major bet on dynamic, cross-border payments. Its design anticipates the increasing flow of international travelers who expect seamless, cashless options. The integration with QR PromptPay, Visa cards, and other payment rails aims to deliver a smooth, secure, and familiar experience for visitors. The broader plan to support cross-border QR code payments and international money transfers signals a strategic intention to become a more comprehensive financial services partner—not only for currency exchange but also for travel-related payments and cross-border value transfers.
Potential collaborations, such as the planned integration with Bitkub to incorporate digital asset exchange into the e-Wallet, reflect a willingness to experiment with new forms of value transfer within a regulated framework. This approach aligns with a market trend toward digital assets while maintaining a rigorous compliance posture under AML and local regulatory supervision. However, such expansions also introduce risks related to market volatility, regulatory changes, and consumer education. SuperRich’s governance framework and licensing from the Bank of Thailand provide a stable base to navigate these challenges, but ongoing monitoring and risk management will be critical as new features and capabilities are rolled out.
From a market and customer perspective, the company’s forecast of surpassing THB 100 billion in currency exchange volume by 2027 remains ambitious but feasible given the combination of a large customer base, a diversified product suite, and the anticipated boost from digital channels and travel-related services. The 20% growth target signals confidence in the adoption of the new e-Wallet, the continued modernization of the brand, and the importance of maintaining high service standards across the branch network. Success will depend on execution in three key areas: the speed and reliability of digital features, the seamless integration of online and offline experiences, and the ability to educate and reassure customers about new payment methods and digital security.
In summary, SuperRich is embarking on a comprehensive transformation that honors its 60-year legacy while embracing technologies and partnerships that align with the needs of today’s travelers and residents. The company’s emphasis on trust, transparency, and safety—combined with a thoughtful modernization of the brand and a robust omnichannel strategy—positions it to navigate a rapidly changing financial ecosystem and to pursue meaningful growth in the years ahead.
Conclusion
SuperRich 1965 (Orange) stands at a pivotal juncture as it celebrates 60 years of trust and leadership in Thailand’s currency exchange market. The company’s journey—from a small family shop named Chitwanich to a nationwide leader with a modern, customer-centric approach—reflects a consistent emphasis on reliability, transparency, and innovation. The introduction of Nong Super as a playful yet professional mascot signals a renewed commitment to engaging with younger audiences while preserving the brand’s core values.
Digital transformation is at the heart of SuperRich’s strategy, with a three-pillar approach that integrates Branch Excellence, the SuperRich App, and the SuperRich Tourist e-Wallet. This omnichannel framework is designed to deliver faster, safer, and more convenient currency exchange experiences, while the planned e-Wallet and potential Bitkub collaboration illustrate a forward-looking vision that positions SuperRich as a travel-finance partner rather than a single-service provider. The alliance with Krungsri Bank for the e-Wallet underscores a strategic emphasis on trusted financial infrastructure and cross-border convenience for international visitors.
The company’s broader governance and compliance commitments—leveling AML controls under AMLO supervision and maintaining a Bank of Thailand license—provide a solid foundation for ongoing innovation. CSR initiatives with the Office of Vocational Education Commission reinforce a long-term commitment to developing skilled professionals and fostering ethical practices within the industry.
With a customer base of more than 2.4 million annually and a diverse currency mix, SuperRich’s strategic bets—brand modernization, digital service expansion, and high-value partnerships—are designed to sustain growth and push currency exchange volume beyond THB 100 billion by 2027. As the company continues to expand its digital footprint, enhance customer experiences, and explore new monetization avenues, it remains committed to delivering a seamless, secure, and borderless financial experience for travelers, residents, and businesses alike.
