The Japan-Thailand Business Forum (JTBF) is an organization established to deepen economic and cultural exchange between Japan and Thailand. Since 2002, JTBF has worked to promote business and friendly relations between the two countries. It also serves as a platform supporting Japanese companies expanding into Thailand and Thai companies exploring opportunities in the Japanese market.
Alt Design Office is pleased to announce that its President, Hiroyuki Nobuto, has contributed an essay to the 43rd edition of JTBF’s relay essay series, published by the JTBF Public Relations Committee.
In this essay, Nobuto shares his perspective on the current state of Japan–Thailand cooperation as seen through event creation, based on his involvement in the planning and coordination of SYNC Design & Innovation in SITE 2026, which will be held on June 26, 2026, at Siam Paragon in Bangkok.
SYNC is an international event focusing on design and innovation. It will be held as the second-day program of SITE 2026, organized by Thailand’s National Innovation Agency (NIA). The event will bring together designers, business professionals, government officials, startup members, and other stakeholders mainly from Japan and Thailand, aiming to share knowledge and create new forms of collaboration.
The essay discusses how the nature of Japan–Thailand cooperation has shifted from a one-way model, in which Japanese technologies and expertise are introduced to Thailand, toward a more collaborative relationship in which both sides bring together their strengths to create new initiatives. It also highlights how personal trust and human connections, as seen through the preparation of the event, serve as an important foundation for Japan–Thailand cooperation.
For more details, please visit the relay essay section on the official JTBF website.
SYNC Design & Innovation in SITE 2026
Date: June 26, 2026
Venue: Siam Paragon Hall, Bangkok
Official website: https://syncforum.asia/
