(From left)
Chatchapol Ongnithiwat, General Manager of Media Convergence Business, EGG Digital Co., Ltd.
Dr. Teeradet Dumrongbhalasitr, Chief Business Officer, True Corporation Plc.
Boonsithi Chokwatana, Chairman, Saha Group
Kimimasa Kudo, Vice President, Head of Global Business Division, Enterprise Business Unit, SoftBank Corp.
Dr. Surat Wongrattanapassorn, Director, E-commerce Digital Thai Holding Public Company Limited
On June 26, 2026, a Memorandum of Understanding (MOU) signing ceremony was held in Bangkok, Thailand, to kick off a new strategic cooperation framework designed to strengthen Thailand’s digital and technology infrastructure.
The “AI Innovation Alliance” event saw E-commerce Digital Thai Holding Public Company Limited (EDTH), a Saha Group company, sign an MOU with TrueBusiness a leading provider of telecommunications and integrated digital solutions for businesses and organizations, under True Corporation Plc., EGG Digital Co., Ltd., a leading provider of AI-powered big data analytics, integrated media services, online and offline marketing solutions, and SoftBank Corp. (TOKYO: 9434).
The Saha Group owns a wide range of leading businesses in Thailand, including consumer goods, food and beverage and industrial park development. The partnership on innovation, AI technology, and digital marketing sees TrueBusiness, EGG Digital and SoftBank working together with EDTH to help accelerate the digital transformation of Saha Group companies. It is also expected to advance the application of AI and Big Data to strengthen the Saha Group’s technology infrastructure and enhance its operational efficiency across marketing, communications, partner and customer services, as well as internal business processes.
The partnership’s long-term goal is to drive the Saha Group’s development of new innovations and solutions to create growth opportunities while expanding business prospects, both in Thailand and globally.
Building a partnership that goes beyond technology
SoftBank is bringing its expertise and insights acquired in Japan to the partnership, and its roles include:
- Providing operational know-how and strategic advisory, working jointly with partners to explore the implementation and scaling of AI solutions, cutting-edge digital platforms, advanced technologies and Japan’s digital innovations in Thailand.
- Jointly exploring and developing four key business initiatives:
1) Energy preservation service
2) Development and implementation of AI solutions
3) Business chat apps for enterprises
4) a B2B e-commerce supply chain and collaborative system, including the “Satofull” donation platform used for Japan’s Hometown Tax system.
“By combining the unique strengths of EDTH, True, EGG Digital and SoftBank’s global technological capabilities, we are building a partnership that goes beyond technology,” said Kimimasa Kudo, Vice President, Head of SoftBank’s Global Business Division. “Together, we see AI and digital innovation not as the end goal, but as powerful enablers to address Thailand’s key societal challenges, create meaningful value for its businesses and communities, and contribute to a more sustainable and prosperous future.”
The new collaboration follows SoftBank’s partnership with Thai telecom leader True Corporation announced in February 2026. True will serve as the digital backbone of the partnership for the Saha Group by leveraging its intelligent network infrastructure, data intelligence, and ecosystem capabilities.
For more information on the MOU announcement, see this press release.
Special gift symbolizes strengthening of Thai-Japan ties
On the day of the ceremony, the SoftBank delegation presented a special gift to Boonsithi Chokwatana, Chairman of the Saha Group. He was presented with a Fukuoka SoftBank HAWKS baseball jersey emblazoned with the number “89.”
The jersey and the number have a special significance. Chairman Boonsithi Chokwatana will celebrate his 89th birthday in July 2026, and he lived in Osaka during the 1950s, when the baseball team was based there and known as the “Nankai Hawks” (before the club relocated to Fukuoka in 1989 under a different owner). Associated with HAWKS Chairman Sadaharu Oh, a revered baseball figure in Japan, number 89 holds a deep meaning within the HAWKS organization.
Fukuoka and Bangkok also enjoy strong ties through various exchanges and cooperation initiatives, including a Friendship Agreement that is now celebrating its 20th anniversary.
The jersey not only symbolizes the friendship between Chairman Boonsithi Chokwatana and SoftBank, but also the strong ties between Thailand and Japan, and a shared desire to create even greater bonds through business, people-to-people exchanges and regional development.
Related News
(Posted on July 1, 2026)
by SoftBank News Editors
