Amid ongoing economic volatility and global challenges, Supalai joined the “Trends 2026–2027: Business” panel discussion at Creative Talk Conference 2026 (CTC 2026), where Mr. Mr.Tritecha Tangmatitham, Managing Director of Supalai Public Company Limited, shared his perspectives on business management during times of crisis. He emphasized that although the real estate market is facing significant challenges, every crisis still presents hidden opportunities for organizations that are well prepared.

Mr. Tritecha noted that the current economic landscape represents one of the most challenging periods in recent years, particularly for the real estate sector, where property sales in Bangkok and its surrounding provinces have fallen to their lowest level in more than 20 years. However, he pointed out that the impact of the crisis has not been felt equally across all businesses. While the overall market has slowed, opportunities remain for entrepreneurs who understand the situation and know how to leverage their strengths effectively.

“Every crisis always presents an opportunity. What matters is that we understand where we stand, what our strengths are, and whether we are ready to seize those opportunities,” said Mr. Tritecha.

Regarding the key factors executives should prioritize during this period, Mr. Tritecha identified “liquidity” as the cornerstone of business operations, as it influences decision-making across every dimension. At the same time, organizations must continue to uphold the quality of their products and services, even amid intensifying price competition. He emphasized that quality is the foundation of customer confidence and a critical factor in driving sustainable long-term growth.

He added that this period also provides an important opportunity for organizations to develop their people, enhance work processes, and prepare for future growth. When opportunities return, companies that have prepared themselves well will be able to move forward more quickly than their competitors.

Toward the end of the discussion, Mr. Tritecha offered a message to entrepreneurs and business leaders, stating that in a world where uncertainty has become the norm, business planning must be grounded in a deep understanding of the industry, the organization’s strengths, and a continuous search for new opportunities. He compared this approach to a football match, where a team cannot rely solely on defense but must also be ready to change the game and create opportunities to score.

“Playing only defensively may prevent us from losing, but if we want to win, we must find the turning point, create opportunities, and be prepared to seize them,” he said.

In addition, Supalai created the largest booth at CTC 2026 under the concept “Find Your Wonderful Living,” presenting its vision for the future of living. The showcase went beyond cutting-edge innovation, placing emphasis on design that truly understands real-life living. Key highlights included Flexible Space, a concept that offers adaptable functional areas to support every role in life; Well-Designed Kitchen, featuring a large enclosed kitchen that helps enhance indoor air quality; and Sustainable Living, a living concept that takes into account the environment and long-term quality of life. The booth also featured special activities and experiences that invited visitors to discover their own version of “Wonderful Living.”