Saha Group secures SoftBank partnership for regional digital services
The Thai consumer goods giant is integrating artificial intelligence into its corporate offerings as part of a pivot toward the digital economy.
Samuel Okafor
Jul 3, 2026 · 1 min read
A partnership between Thai consumer conglomerate Saha Group and Japan’s SoftBank Corp. marks a deliberate shift in strategy for one of Southeast Asia's largest industrial holdings. Under the new agreement, Saha will leverage SoftBank’s infrastructure to provide AI-powered digital solutions to its corporate clients, moving beyond its traditional dominance in consumer goods like textiles, food, and personal care.
Saha Group Chairman Boonsithi Chokwatana and SoftBank Vice President Kimimasa Kudo announced the venture in Bangkok, signaling a broader regional infrastructure play. The move aligns with Saha’s recent diversification into e-commerce and international education. By integrating SoftBank’s technological expertise, Saha aims to modernize the back-end operations of the various businesses within its ecosystem, effectively turning its analog industrial legacy into a platform for digital service delivery.