Mr.Piya Tantivejchayanon, Chief Executive Officer of SuperRich Currency Exchange (1965) Co., Ltd. or SuperRich 1965 (Orange), second-generation management, revealed on the occasion of the 60th anniversary celebration, held under the concept "60 Years of Trust, Moving Forward Together," that the company's journey to becoming Thailand's No.1 Currency Exchange and a leading non-bank foreign exchange service provider began as a small family exchange shop named Chitwanich. Later, his parents, Mr. Viboon and Mrs. Potjaman Tantivejchayanon, officially rebranded the business as SuperRich in 1965, making it the country's original foreign exchange brand.
When the company entered the second-generation management era in 1997, it elevated its services by pioneering innovations and technologies, such as publishing real-time exchange rates on its website and expanding branches in high-traffic locations under the concept of a "Currency Exchange convenience store" It was the first in Thailand to open branches in prime locations such as BTS stations, shopping malls, and tourist hotspots. Later, during the COVID-19 crisis (late 2019 - 2021), the business was significantly affected by the disruption to tourism, forcing the company to adjust its strategy by retaining high-potential branches and carefully managing risks. As the economy recovered and travelers shifted toward cashless transactions. The company invested in establishing SuperRich Digital Co., Ltd. to bring new technologies and innovations for developing electronic payment solutions, including an e-Wallet. This initiative is supported by an Omnichannel strategy that integrates online and offline branch services, providing customers with more convenient and secure access. It is a key factor in maintaining competitiveness in the era of a cashless society.
Ms. Natcha Poonnapat, Business Development Director of SuperRich Currency Exchange (1965) Co., Ltd. and a third-generation executive, said that over the past 60 years, "SuperRich 1965 (Orange)" has operated its business based on honesty, transparency, and trustworthiness, earning the continued confidence of millions of customers. As the company enters a new decade, it is focusing on marketing strategies to modernize its brand image and engage customers across all generations, particularly younger audiences, through the launch of its mascot, "Nong Super," a travel partner that embodies a fun, friendly, and approachable personality while connecting SuperRich 1965 with customers throughout their journeys.
In addition, the company is advancing its digital services across all channels, from branches to online platforms, aiming to provide faster and more secure currency exchange experiences through three main services
- 1.Branch Excellence - Elevating branch services to ensure convenience, speed, and safety with international standards and strict regulatory compliance. With more than 40 branches across Bangkok and major provinces, supported by over 400 professional staff, the company provides:
- Money Exchange (MC): Transparent, reliable, and faster transactions through a new system with enhanced security, offering more than 34 currencies.
- Money Transfer (MT): International remittance services in partnership with trusted global networks, including SPEEDSEND powered by CIMB Thai Bank and MoneyGram, covering over 200 countries worldwide. Customers benefit from favorable rates, low fees, and real-time transfers while minimizing the risk of fraud and unfair charges.
- Development of the SuperRich Application: The company has designed and developed a user-friendly and secure mobile application to enhance customer experience. The app features Real-time FX rates for instant currency checking, Online Booking for reserving multiple currencies in advance with electronic identity verification (e-KYC), and branch pick-up without waiting in line or worrying about currency availability. Additionally, the Branch Locator helps customers find the most convenient branch, ensuring a smooth journey with the desired currencies ready before travel.
- Upcoming Launch of SuperRich Tourist e-Wallet: SuperRich Digital, in collaboration with Bank of Ayudhya Public Company Limited (Krungsri Bank), is developing an e-Wallet service for international tourists visiting Thailand. The service will allow tourists to make payments via QR PromptPay just like local residents, reducing concerns about carrying cash and providing a more convenient, secure, and confident travel experience.
Mr. Piya further added that the SuperRich Tourist e-Wallet will be expanded to support multiple forms of payment and money transfers, integrated with QR PromptPay, commercial bank systems, and VISA credit cards for instant use by international tourists. Future plans also include international money transfers and cross-border QR code payments, delivering security and convenience equivalent to mobile banking. Furthermore, SuperRich 1965 (Orange) plans to collaborate with Bitkub to integrate digital asset exchange into its e-Wallet, driving Thailand toward a true cashless society. At the same time, the company complies strictly with legal and regulatory frameworks, including the Anti-Money Laundering Act under the supervision of the Anti-Money Laundering Office (AMLO), and is fully licensed by the Bank of Thailand, ensuring transparency and maximum customer safety.
The company also upholds its corporate social responsibility (CSR) in education and human resource development by signing an MOU with the Office of Vocational Education Commission under the "Educational Cooperation Project." The initiative supports vocational students with internships and training in professional knowledge, AML compliance, PDPA, and cybersecurity, while fostering skills and ethics to develop high-quality professionals for society.
Currently, SuperRich 1965 (Orange) serves over 2.4 million customers annually, with 50% international customers, 48% Thai customers, and 2% from international remittances. The five most exchanged currencies are USD, EUR, JPY, HKD, and TWD. In 2024, the company recorded THB 94.433 billion in currency exchange transactions, with an estimated increase to THB 98 billion in 2025. The company expects that refreshing its brand image through the mascot "Nong Super," alongside the development of the SuperRich Application and the planned launch of the SuperRich Tourist e-Wallet within the next 1-2 years, will boost growth potential by 20% and drive total currency exchange volume beyond THB 100 billion. "SuperRich 1965 (Orange) is more than a 'currency exchange'; it is a true 'travel partner', making every journey seamless with safe, modern, and borderless financial services," Mr. Piya concluded.