TOPS, the food business under Central Retail (SET: CRC), continues to stand alongside the Thai people amid ongoing economic challenges and rising living costs. Most recently, it has partnered with a network of more than 70 Thai SMEs under the ‘TOPS TONGTIN’ programme, further extending the ‘Thai Chuay Thai’ initiative to help alleviate the cost of living for the public.
At the same time, the programme creates a ‘space of opportunity’ for Thai consumers to discover and support high-quality local products from Thai SME entrepreneurs, enabling them to sustain and grow their businesses with stability. Over 240 carefully selected local products are being offered at special discounts of up to 50%, reinforcing TOPS’ role as a leading food retailer that connects producers and consumers, while standing firmly with the Thai people to overcome the crisis together in a sustainable way. Products are available at TOPS, TOPS FOOD HALL, and TOPS ONLINE from today until 31 May 2026.
Mr. Poonpong Naiyanapakorn, Director General of the Department of Business Development, Ministry of Commerce, said, “The Department of Business Development is accelerating the development of the ‘Thai Chuay Thai’ initiative to increase income for Thai SMEs. We are expediting the advancement and promotion of products from SMEs and local communities to be sold through modern trade outlets and online channels. Simultaneously, we must remain conscious of the hardships faced by citizens dealing with a rising cost of living and the price adjustments of essential consumer goods.
The collaboration between TOPS and Thai SME entrepreneurs to bring products under the ‘TOPS TONGTIN’ project into the ‘Thai Chuay Thai’ campaign is a significant opportunity. It provides the public with a wider variety of high-quality Thai products at economical prices, helping to reduce the cost of living. At the same time, it creates commercial opportunities for small-scale entrepreneurs to access modern markets, increase sales, and strengthen the local economy. We anticipate this will stimulate consumer spending and generate efficient circulating capital within the Thai economy; we intend to coordinate with other retailers to implement this model moving forward.”
Mr. Thanawat Jirajariyavej, Managing Director, Central Food Retail under Central Retail, said, “The overall economic situation remains volatile and challenging, with rising living costs, declining purchasing power, and more cautious consumer spending. Therefore, collaborative measures from all sectors to help reduce living expenses are expected to alleviate the impact and sustain consumption within the system, allowing the economy to continue moving forward. Based on this concept, TOPS joined the ‘Thai Chuay Thai’ project under the Department of Business Development, Ministry of Commerce.
In its first phase, TOPS introduced its Own Brand products with special discounts to help reduce living costs for Thai consumers starting from 1 April. To ensure continuity of the initiative, TOPS has now announced collaboration with over 70 SME entrepreneurs under the ‘TOPS TONGTIN’ programme, adding a range of food products to the campaign.
This collaboration extends support on two fronts. For consumers, more than 240 high-quality local products have been carefully selected and offered at discounts of up to 50%, helping to reduce living expenses while increasing shopping choices. For SME entrepreneurs, participation in this programme provides an opportunity for high-quality local products to gain wider recognition and broader market support.”
Ms. Pairin Atsavathawechok, Managing Director of Rin Interfood Co., Ltd., representing the network of Thai SME entrepreneurs in the TOPS TONGTIN programme, said, “In the current economic climate, SMEs face challenges on multiple fronts. Participating in the ‘Thai Chuay Thai’ project with TOPS has given us the opportunity to introduce products developed from our local wisdom to a wider audience. It serves as a bridge connecting us with consumers, allowing us to navigate this crisis together. We are truly delighted and proud to be part of this initiative, as it helps to bring greater recognition to our products.
The product we have contributed to the programme is ‘Ready-to-Eat Seasoned Dried Fish’, available in both original and mildly spicy flavours. It reflects the unique identity of Thai cuisine and is produced using a traditional method—stir-roasted for several hours—resulting in its distinctive aroma and taste that appeals to modern consumers.
The product has received notable recognitions, including the SME Soft Power 2024 award, and has also been selected to be served on airlines. This achievement began with the support of TOPS TONGTIN. From product naming and packaging design to expanding distribution channels, TOPS has played a key role in enabling our brand to grow steadily and reach where it is today.”
Under this round of the ‘Thai Chuay Thai’ initiative, TOPS has joined forces with more than 70 Thai SME entrepreneurs through the ‘TOPS TONGTIN’ programme, selecting over 240 high-quality local food products, including chilli pastes, instant noodles, beverages, snacks, and regional delicacies from across the country. These are offered at special discounts of up to 50%. Consumers can shop the products at TOPS, TOPS FOOD HALL, and TOPS ONLINE from today until 31 May 2026, helping to ease living costs while supporting entrepreneurs to remain resilient and continue driving their businesses forward amid economic uncertainty.
TOPS TONGTIN, one of TOPS’ key platforms for driving Thailand’s grassroots economy, has now entered its third year of continuous operation. This reflects a strong commitment to elevating Thai local products to ‘reach TOPS level’ in a tangible way, by supporting and delivering the value of quality local products to consumers, while creating accessible and sustainable market channels for Thai entrepreneurs. Currently, the programme includes more than 149 SME entrepreneurs from all regions of the country.
“TOPS believes that our role today goes beyond being a retailer. We are ready to act as a key intermediary in connecting producers and consumers so that we can move through challenging times together. This collaboration is not merely a short-term campaign, but a reflection of our long-term commitment to stand alongside the Thai people, while supporting Thai SMEs to grow strongly and sustainably together,” concluded Mr. Thanawat.
