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It’s the human touch at the heart of Berli Jucker Public Company Limited (BJC) that makes it so special, CEO and President Thapanee Techajareonvikul explains.
“The soul of BJC is its people,” she says. “It is the people, which comprises employees, customers, suppliers and communities, that drives us forward.”
For over a century, BJC has stood as a pillar of Thai industrial history. Today, under the leadership of its first female CEO, the company is undergoing a quiet revolution: one that balances cutting-edge innovation with deep-rooted human values.
“Performance with purpose, serving our communities while growing as a business, is not just an ideal. It’s how we have survived and thrived for 143 years,” she explains.
Founded in 1882 as a joint venture between the Berli and Jucker families, BJC began in trading, timber, shipping and rice milling. By the mid-20th century, it pivoted toward manufacturing and packaging, and in 1975 became one of the first seven companies to list on the Stock Exchange of Thailand.
“We are incredibly proud of our heritage. It has made us stable, diversified and well-positioned for future growth,” Techajareonvikul says.
BJC’s earliest manufacturing operations, glass and consumer products, remain strong contributors to market share today. But the company’s eyes are firmly set on the future.
The ability to pivot has been critical to BJC’s continued success. The company is now expanding aggressively into skincare and haircare, both under its own brands and through third-party distribution.
“Like anyone in manufacturing, we must remain agile. Raw material alternatives, production optimization and geographic diversification are essential,” Techajareonvikul says.
Over the next 18 months, the company will focus on deepening the footprint of its in-house brands, which offer higher margins and sustainable growth, according to Techajareonvikul.
With operations spanning Vietnam, Cambodia, Laos, Malaysia and Hong Kong, and new markets in the Middle East, Indonesia and Taiwan, BJC is not just thinking regional. It is going global.
Technology is central to BJC’s future-forward strategy. The company has begun integrating AI into its industrial operations, including temperature-controlled furnaces that save over US$1 million annually in energy costs.
“Innovation energizes our teams. It keeps us learning and striving for better every day,” Techajareonvikul reveals.
Rather than launching top-down digital transformations, BJC is taking a pragmatic, project-by-project approach. This allows employees to grow alongside the technology and fosters a culture of constant improvement.
BJC’s collaborative mindset extends beyond internal teams, Techajareonvikul points out. Long-standing partnerships with companies like logistics and freight provider DHL Supply Chain (Thailand), beverage brand ThaiNamthip Coca-Cola and UOB financial services play a pivotal role in sustaining operational excellence.
“Innovation is powerful, but collaboration makes it sustainable,” she explains. “Together with our partners, we build smarter futures.”
With over 60,000 employees in the group, maintaining a unified culture is no small task. But Techajareonvikul sees harmony as the true definition of success.
“It’s about value creation that lifts everyone – employees, communities, customers and partners,” she reflects.
Her leadership style is defined by cross-functional collaboration, mentorship and inclusivity. As the first female CEO of BJC, armed with degrees from Massachusetts Institute of Technology and Harvard, she is also a champion of gender equity.
“More than half of our employees are women, and at management level, it’s 50–50,” she reveals. “Leadership is not about gender. It is about vision, empathy and action.”
As a next-generation steward of a family-founded enterprise, Techajareonvikul is focused on legacy, not as a static inheritance, but as a dynamic responsibility.
“We are professionalizing the company, but keeping the culture familial,” she explains. “We want every team member to feel empowered, valued and accountable.”
This philosophy is reflected in BJC’s deep investments in coaching, transformation and internal communication. The goal is to build a business where passion, performance and purpose are seamlessly aligned.
“When people feel ownership, they give their best. And that is how we build a company ready for the next century,” Techajareonvikul concludes.
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