Hoffman sets up in Thailand with Prangthong Jitcharoenkul at the helm

The Hoffman Agency has formally opened its doors in Thailand, strengthening its presence in Southeast Asia at a time when the nation is fast emerging as a digital and tech powerhouse. Spearheading the new Bangkok office is Prangthong "PJ" Jitcharoenkul (pictured, right), a former journalist with a background in public policy, sustainability, and international affairs.

This latest move brings Hoffman's Asia Pacific footprint to ten offices. With Thailand charging ahead on digital transformation under Thailand 4.0, the timing is ripe for specialist firms such as Hoffman.

Hoffman isn't exactly new to the Thai market. The Silicon Valley-headquartered B2B and tech communications firm has supported clients in Thailand since the early 2000s through partnerships. But with growing client demand for boots on the ground and the government's digitalisation push accelerating, the agency has opted to plant deeper roots.

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Since hiring its first Thai team member in November, Hoffman Thailand has grown to a team of four and is actively recruiting.

"We see a keen appetite from both multinationals to grow their presence in Thailand and innovative local players to expand internationally," said Maureen Tseng (pictured, centre), Hoffman's managing director of Southeast Asia. "As the nation evolves and matures, the need for a tech specialist that fuses global experience with local insight is clear."

While Thailand's communications landscape has long been dominated by lifestyle-centric PR, the rise of smart city development, AI ambitions and digital adoption are changing the equation. Under the Thailand 4.0 framework, agencies that understand data, innovation, and geopolitics are becoming increasingly valuable.

Hoffman Thailand's offering reflects that shift. Practice areas include "Techplomacy" - a blend of tech and geopolitical strategy - as well as employer branding, talent acquisition support, and bespoke executive training. The agency positions itself not just as a PR partner, but as a problem solver for complex business issues.

Its initial client base includes Tencent and Western Digital Corporation, two firms eyeing both Thai and broader Southeast Asian growth. Hoffman Thailand is also part of "One SEA," a cross-market Southeast Asian team led by Tseng, which spans Singapore, Malaysia, and Indonesia. Over 60% of Hoffman's regional business involves multi-market campaigns.

The Thailand expansion also underscores Hoffman's global momentum, growing 84% in APAC and 102% globally over the past five years. Earlier this year, it acquired UK-based tech PR firm CCGroup. The Bangkok office adds to an already strong Asian network that started in Singapore in 1996 and now includes Tokyo, Seoul, Beijing, Shanghai, Taipei, and more.

As Thailand positions itself as an AI and data centre hub by 2027, Hoffman's tech-first proposition could strike a chord. "Thailand is a vibrant market in a region that's becoming a vital part of the global tech supply chain," said Tseng.

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