Saravoot Yoovidhya

In 2017, Saravoot Yoovidhya announced TCP Group’s goal of reaching 100 billion baht in revenue within five years. That year TCP Group consolidated its four subsidiaries to strengthen synergy.⁠[1][2]

On April 29, 2022, Saravoot held a press conference, his first official public appearance in several years. He acknowledged that the target set in 2017 had been aggressive and said the COVID-19 pandemic and other factors had kept it from being met; group revenue at the end of 2021 was about 45 billion baht.⁠[1]

He set out a plan to double group revenue to 90 billion baht a year over the three years from 2022 to 2024, backed by 12 billion baht of investment, with plans to launch 10 new Krating Daeng products within three years and to expand into health and wellness products.⁠[1]

In May 2024, Saravoot said TCP Group grew about 4% in the first quarter, having raised the price of some energy drinks to 12 baht while competitors sold at 10 baht. He asked people to set aside the earlier 90-billion-baht revenue target, set a 10% growth target for 2024, and argued for competing through brand building rather than price cuts.⁠[3]

He said Krating Daeng held about 17% of the Thai market and Red Bull more than 50% of the market in Vietnam, and that his long-term goal was to build the electrolyte drink Sponsor into a global brand. Around the same time, TCP opened the corporate museum TCP Legacy Museum in Prachinburi to mark its 69th anniversary.⁠[3]

In July 2025, Saravoot attended the China International Supply Chain Expo in Beijing; he also serves as vice-president of the Thai Chamber of Commerce in China. TCP Group had invested 4.36 billion yuan in China over the previous five years, set up a regional headquarters in Beijing and built manufacturing bases in Sichuan and Guangxi; the Sichuan plant began operating in December 2023 with an investment of 2 billion yuan.⁠[4]

After the Central Economic Work Conference in December 2025, Saravoot said TCP Group would keep increasing its investment in China and strengthen cooperation with local Chinese companies.⁠[5]

In 2026, Saravoot was invited for the second consecutive year to the annual meeting of the China Development Forum at the Diaoyutai State Guesthouse in Beijing, where he gave a keynote speech at the symposium on “New Trends and Opportunities in Consumption Growth” and said he looked forward to further institutional opening-up.⁠[6][7][8]

In June 2026, Saravoot said returns on TCP Group’s investment in China were becoming visible and that the group would continue to increase its investment there, focusing on digital and intelligent upgrades to market expansion, and would use the company’s strength to deepen ties between China and Thailand; TCP Group marked its 70th anniversary in 2026.⁠[9]

TCP Group took part in the Thai business delegation accompanying the Thai Prime Minister’s official visit to Vietnam. Saravoot said Vietnam was a strategic market and a long-term growth partner for TCP; TCP had operated in Vietnam for more than three decades, selling seven product lines under the Red Bull and Warrior brands through more than 100,000 points of sale.⁠[10]

Saravoot is a son of Chaleo YoovidhyaChaleo YoovidhyaChaleo Yoovidhya (Chinese name: Xu Shubiao; Thai: เฉลียว อยู่วิทยา) was a Thai entrepreneur who in 1956 founded the pharmaceutical company that grew into TCP Group, developed the energy drink Krating Daeng, and in 1984 co-founded Red Bull GmbH with Austrian businessman Dietrich Mateschitz.Open the full entry. Chaleo’s wife, Pavana Langthara, is chairman of the board of TCP Group, and Saravoot is chief executive officer, responsible for the group’s beverage business in Asia.⁠[11][12][13][14][15]

TCP Group: Official website: https://www.tcp.com/ (opens in a new window)⁠[13]