Asian Publishers Week
Participant
Sahavas Chalermchaiwat
1.Eric Yang Agency
2.Bookly Agency
3. 22 Korean publishers participated in a roadshow in Bangkok, Thailand, in May 2026.
Country : Thailand
Company : Phetpraguy Co., Ltd.
Job Title : CEO of Phetpraguy Co., Ltd.
E-mail : czech@phetpraguy.com
Work Experience in Publishing
As the CEO and second-generation leader of Phetpraguy Publishing, I am responsible for the overall direction of our publishing house. I joined the family business with the goal of building on what the first generation created while introducing new ideas, improving our systems, and making the company more modern and ready for the future.
My work covers every stage of publishing, from acquiring translation rights and planning new titles to editing, production, marketing, sales, and distribution.
We publish a wide range of books, including business, investment, personal development, psychology, history, and children’s books. I work closely with our editorial, design, and marketing teams to create books that are valuable to Thai readers.
I also oversee both online and offline sales through bookstores, book fairs, and e-commerce platforms. In recent years, I have focused on using AI and automation to improve our workflow, support our team, and better understand our readers.
Another important part of my role is working with international publishers and literary agencies to acquire rights and build long-term partnerships. I hope to introduce more quality books to Thai readers while helping our publishing house continue to grow and adapt to the changing publishing industry.
Current Projects
Over the past few years, we have become one of Thailand’s leading publishers of AI books, helping readers understand and apply AI in their daily work. Today, our focus is moving beyond simply teaching AI tools. We are transforming the way our company works by connecting AI with our publishing and business processes. Our goal is simple: if AI can do a task faster and better, we want AI to handle it, allowing our team to focus on creativity, editorial quality, and building relationships with authors and partners.
At the same time, we are expanding our international rights activities. We are developing a partnership with Beijing Language and Culture University Press (BLCU) and Beijing Publishing Group (BPG) in China to introduce more Chinese titles to the Thai market. We are also working with Eric Yang Agency (EYA) to explore rights for international horror and mystery novels, two categories that have recently become increasingly popular among Thai readers. In addition, we are actively expanding our publishing program to include children’s books, educational titles, and literary fiction, reflecting our commitment to offering a diverse range of high-quality content for readers of all ages.
Experience Related to This Year’s Topic
Over the past two years, our publishing house has published one of the largest collections of AI-related books in Thailand, helping readers understand and apply AI in their work and everyday life. At the same time, I have been leading our own digital transformation by integrating AI into many parts of our business.
We are redesigning workflows so AI becomes part of daily operations rather than an optional tool. For rights acquisition, we use AI and web scraping to monitor international publishing trends, discover new titles, and identify opportunities that match the Thai market. In editorial, AI helps our team research topics, analyze competing books, prepare editorial briefs, and speed up content development while keeping final editorial decisions in human hands.
On the business side, I have been developing centralized dashboards that combine data from marketplaces, advertising platforms, and internal systems. These dashboards help us monitor sales, marketing performance, inventory, and operational KPIs in one place, allowing faster and more informed decisions.
We are also building AI-powered workflows, prompt libraries, and chatbots to support both internal teams and customer interactions. Instead of asking employees to perform repetitive tasks manually, our goal is to let AI handle routine work while people focus on creativity, publishing quality, and strategic thinking.
In Thailand, the conversation about AI in publishing has moved beyond whether we should use AI. The real question is how publishers can redesign their businesses around AI while protecting the value of authors, editors, and copyright.
Many publishers have started using AI for writing, translation, and marketing. However, I believe the bigger opportunity lies in transforming workflows rather than simply adopting new tools. At our publishing house, we are integrating AI across the entire publishing process—from discovering international titles and evaluating rights opportunities to editorial planning, marketing, sales analysis, customer service, and business reporting. AI is becoming part of the workflow, not just an assistant.
One of the biggest challenges in Thailand is copyright and licensing. There is growing discussion about whether AI-generated content may affect the value of original works, how publishers should license content for AI training, and how copyright law should evolve. While legal frameworks are still developing, publishers need practical guidelines that balance innovation with fair protection for creators.
Another challenge is that many publishers collect large amounts of data but do not use it effectively. AI makes it possible to connect sales, marketing, reader behavior, and editorial decisions through shared dashboards and automated workflows, leading to faster and more informed decisions.
I believe AI will not replace publishers. Instead, it will redefine publishing jobs. The publishers that succeed will be those that combine strong editorial judgment with AI-driven workflows, reliable data, and international collaboration to create better books and reach readers more effectively.
What would you like to discuss related to this year’s topic?
I would like to discuss how publishers can move beyond using AI as an individual productivity tool and begin redesigning publishing workflows across the entire organization.
I am particularly interested in learning how publishers in different countries are approaching copyright and licensing in the AI era, how they decide which tasks should remain human-led, and how they are preparing editors and publishing staff for new roles.
I would also like to exchange ideas on building AI-powered publishing systems, including workflow automation, shared data dashboards, chatbots, and tools that connect editorial, marketing, sales, and rights management. Rather than replacing people, I believe AI should reduce repetitive work and allow publishing professionals to focus on creativity, quality, and relationships.
Finally, I hope to discuss opportunities for cross-border collaboration in Asia, especially how AI can help publishers discover new titles, understand reader demand across different markets, and create stronger international rights partnerships.
Connection to Korean Publishing
Your reasons for applying to Asian Publishers Week 2026.
As a second-generation leader of Phetpraguy Publishing, I see this as an important time to rethink how a publishing house should operate in the AI era. My goal is not only to continue what the previous generation built, but also to modernize our company by integrating AI into publishing workflows, improving efficiency, and preparing our team for the future.
I am applying to Asian Publishers Week because I want to learn from publishers across Asia who are facing similar challenges. I am especially interested in how different markets are approaching copyright, licensing, AI adoption, and organizational change. I believe there is great value in sharing practical experiences, not just discussing technology.
At the same time, I hope to contribute my own experience of leading digital transformation within a publishing house. I would like to exchange ideas on how AI can support editorial work, marketing, rights acquisition, and business operations while keeping creativity and human judgment at the center of publishing.
I also hope to build long-term relationships with publishers across Asia and explore new opportunities for rights collaboration in the years ahead.
Your Company Profile Phetpraguy Co., Ltd.
Company Name: Phetpraguy Co., Ltd.
Company Address: 81 Seri Thai, Min Buri Sub-district, Min Buri District,
Number of Employees: 100
Specialty: Lifelong learning and personal growth
Our publishing group consists of more than 20 imprints, including Phetpraguy, Czech, Mandarin, Sunchild Learning, and G-Junior. We publish over 100 new titles each year across a wide range of categories to meet the needs of diverse reader groups. We are dedicated to creating valuable and inspiring books that contribute positively to lifelong learning and personal growth. Driven by our passion for reading, Phetpraguy Publishing was founded on August 3, 2005, and officially registered as a company in 2009. Our mission is to become a leader in producing quality books and media that promote a lifelong learning society. Despite challenges within the publishing industry, we have continued to grow with dedication and creativity. In 2010, we were honored with an award recognizing excellence in publishing and reading promotion in Thailand. Phetpraguy began as a small group of people who believed that books are a sustainable source of knowledge capable of developing both individuals and society. We continue to operate with commitment, teamwork, and family-oriented values while adapting to changing times. Today, we remain committed to developing high-quality publications, expanding distribution channels, and strengthening our online platforms to reach readers more effectively nationwide. Every book we publish reflects our dedication to delivering knowledge, inspiration, and meaningful experiences to readers.