20 Years of Business Consulting in Thailand: Sanet Group in Bangkok

Around 40 employees and friends of the group accepted the invitation to the anniversary celebration, which began with a bus ride to the pier in Pattaya. A magnificently equipped catamaran awaited the guests there. In a brief welcome address, Sanet founder Dr. Gunter Denk reflected on the company's development.

“Business is a jungle”, he emphasized, summarizing the Sanet Group's success story.

”The jungle is colorful and full of beauty, but it is also filled with dangers. That is why it is crucial to choose wisely who you enter the jungle with!”

In this context, he thanked his wife, Chulalux C. Denk, with whom he had launched the company in 2005. Back then, no one believed that the two of them had a chance of finding consulting clients in Thailand, of all places. “But our first clients quickly realized that we were wholeheartedly committed to their projects. What's more, our combination of entrepreneurial experience and understanding of Thai business culture was something special even back then.”

When it came to deciding “who to go into the jungle with”, however, it was the employees, customers and local supporters who played the most important role.

The Sanet Group celebrated its 20-Years-Anniversary in Thailand and ASEAN

The latter included, for example, the former Secretary General of ASEAN, Dr. Surin, the Thai consul and ambassador to Germany, Khun Winyou, as well as numerous officials from political and government agencies throughout ASEAN and, in particular, from the excellent BOI in Thailand and Europe.

They could only be convinced through hard work and honest cultural affinity with Southeast Asia. But Sanet has never worked for its customers just for the money. “We must love our customers and their projects. Otherwise, it is impossible to do good work.” And in cases where the chemistry was not right, he always remembered the words of an old mentor who taught him: “Even competitors need customers and therefore let them go."

For the numerous employees who have embarked on successful careers after their “apprenticeship” at Sanet, Thainchai (Nott) Daengbumna thanked Sanet founders Chulalux and Dr. Gunter Denk for the challenging years at Sanet. He stated that not least because of this time, he is now a successful entrepreneur himself with activities in Singapore, Laos and Cambodia.

In his speech, Sanet Chairman Gunter Denk expressed his gratitude to the team, the customers and the numerous supporters, without whom the Sanet success story could not have been written.

Dr. Gunter Denk concluded his short speech by announcing that Athaphon Michael Denk, together with the Austrian co-partner Fabian Sonntagbauer, will represent the next generation of management starting in May of this year.

Employees and friends offered their congratulations and two large bouquets of flowers, and then four happy hours followed with fun in the water, wine and music on the catamaran.

The evening ended with a dinner at the Holiday Inn Pattaya's garden restaurant and at the neighboring “Gulliver’s Club”, where other friends and employees who were unable to attend during the day due to unavoidable commitments gathered.

On the next morning, the memorable birthday celebration ended with a hearty breakfast and the joint return trip to Bangkok.

The Sanet employees complimented the founders of the company, Chulalux Chinwong Denk and Gunter Denk, on the jubilee of the group, which they founded in 2003 in Germany and 2005 in Thailand.

The Sanet team members celebrated in cheerful mood .... or with a view of the sea. A good day.