One of Southeast Asia’s largest economies, Thailand remains an important market for Swedish companies, supported by its industrial base, strong manufacturing sector, and role as a regional hub.
At the same time, companies report a more demanding operating environment. Customs procedures, technical regulations, import duties, and trade-related barriers continue to create higher costs and reduced predictability for businesses operating in the market.
Competitiveness is increasingly linked to cost efficiency, local partnerships, and strong market knowledge. In a more price-sensitive environment, companies rely heavily on local relationships to navigate complexity and maintain market access.
The Swedish brand remains a strong asset and continues to be associated with quality, reliability, and innovation. At the same time, companies increasingly need to translate this reputation into clear and competitive value propositions.
Sustainability awareness continues to grow, although purchasing decisions remain largely cost-driven. Corruption remains a concern, particularly in interactions with public authorities, while reported exposure to human rights risks remains limited among respondents.
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ABOUT THE SURVEY
To assess the opportunities and challenges faced by Swedish companies in international markets, Team Sweden conducts annual Business Climate Surveys across multiple markets worldwide. This year’s survey in Thailand includes responses from 59 Swedish and Swedish-affiliated companies operating in the country. More than half of the respondents represent industrial companies, while another quarter are professional service providers. The vast majority have been active in Thailand for more than five years.
We would like to extend our sincere appreciation to all participating companies and respondents who contributed to this report. Team Sweden in Thailand hopes that the findings will serve as a basis for continued dialogue with Thai authorities and other relevant stakeholders.
