Known as “the seaweed guy,” Itthipat Peeradechapan’s story has been shared in intricate detail and dramatized for the big screen: the young, good-for-nothing, video game addict who turned despondence into determination and created a business empire from a single product. What’s often left out is the Tao Kae Noi mogul’s openness to help his business fellows in Thailand, investing in startups around the country and guiding the work of young entrepreneurs. Business-focused from the beginning, Peeradechapan continues to dominate the snack food aisles with a simple product and cultish following. Future plans will see bags of Tao Kae Noi feverishly emptied offshore and the brand grow to a recognizable international name, driven by the same character fictionalized in The Billionaire not so long ago.
