
Unlocking Global Potential: NIA’s
Innovation Diplomacy at InnoEx 2025
It’s no easy feat for Thai startups to make their mark on the world stage. However, the National Innovation Agency (NIA) is paving the way with a robust “Innovation Diplomacy” strategy. A clear example is their leadership of a delegation of Thai startups to InnoEx 2025 in the Hong Kong Special Administrative Region of the People’s Republic of China. This event served as a crucial platform for entering the high-potential Greater Bay Area (GBA) market.

NIA: From Supporter to Strategic Conductor
At InnoEx 2025, the NIA shifted its role from simply providing funding to becoming a “Focal Conductor,” strategically linking all parts of the innovation ecosystem. Its goal was to accelerate the global growth of Thai startups. Under the main themes of “AI + Data Driven” and Smart City development, the NIA carefully selected six outstanding “Impact Tech” startups to showcase their innovations.
This evolution in the NIA’s role is evident in its strategic collaborations with key Hong Kong organizations, including the Hong Kong Science and Technology Parks Corporation (HKSTP), Cyberport, and Brinc. The aim of these partnerships is to co-develop a “Soft Landing” program, which will facilitate the smooth entry of Thai startups into the GBA market and enhance their capacity for international expansion.
Intriguingly, the delegation included a Japanese company, PEEL Lab, which reflects the NIA’s effort to build a “Team Thailand” that isn’t limited by nationality but is focused on the potential of the innovation itself.

Diving into Thai Startups at InnoEx 2025
The six startups selected by the NIA all presented innovations that align with global tech trends and have the potential to create a significant positive impact:
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GEPP Sa-Ard (Clean Up): A digital waste management platform that aims to solve waste issues and promote a circular economy in Thailand. By using a digital platform integrated with IoT technology, it helps businesses track and manage waste data efficiently. Presenting this solution in Hong Kong was a great opportunity to attract corporate clients and partners seeking to achieve their sustainability goals.
Mr. Dome Boonyanurak, Co-Founder of GEPP Sa-Ard, shared, “Participating in InnoEx made us see a much bigger opportunity—not just the Thai market, but the entire GBA region, which has a high demand for environmental solutions. The challenge is adapting our business model to each country’s context, including regulations, culture, and consumer behavior. But what we gained in return is a much deeper network and a profound understanding of international markets.”
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Infuse Co., Ltd.: This company offers a Geographic Information System (GIS) for data management and spatial data analysis. Its solutions include digital mapping and applications for farmers. At InnoEx, with its focus on smart cities and data analytics, Infuse had the chance to expand into sectors that require complex spatial data management.
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MUI Robotics: A leader in Sensory-AI or “electronic noses,” which use AI and sensors to detect and analyze odors. Its technology has diverse applications in the food, cosmetics, pharmaceutical, and environmental inspection industries.
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PEEL Lab: A Japanese B2B startup that creates plant-based leather from agricultural waste, such as pineapple leaves. Its business model provides design and manufacturing services for alternative-material products to interested brands and organizations.
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HAUPCAR: A smart mobility platform. This car-sharing platform aims to drive Thailand’s tourism industry by connecting tourists with vehicles from local communities to create sustainable income.
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Nano Coating Tech: A deep-tech startup with roots in research from the National Nanotechnology Center (NANOTEC). The company developed a nano-silicon dioxide coating for solar panels that improves performance with its dust-repellent and self-cleaning properties. This innovation aligns with the sustainability tech trends, one of the main themes of InnoEx 2025. Presenting this technology in Hong Kong was an opportunity to access investors and the growing clean energy market.
Mr.Narin Chomcharoen, Chief Operation Officer of Nano Coating Tech, reflected, “The international experience taught us that global markets have different demands and are highly competitive. Our challenge is building credibility for our deep technology and finding the right partners to expand abroad. But showcasing our work at a world-class event like this opens doors to meeting numerous potential clients and investors, which is something we can’t easily find in Thailand.”

Hong Kong: GBA Gateway and Sandbox for Startups
Hong Kong isn’t just a “gateway” to the massive Greater Bay Area (GBA) market, with its population of over 87 million. It also serves as a reliable “sandbox” for Thai startups due to its international business environment, credible legal system, and ready infrastructure.
The Hong Kong government offers significant incentives, such as non-dilutive funding and a business-friendly tax system, along with policies to attract talent like the Top Talent Pass Scheme. The NIA’s collaboration with local organizations like HKSTP, Cyberport, and Brinc to create “Soft Landing” and “Incubation Programs” effectively reduces complexity and obstacles, allowing Thai startups to safely and efficiently penetrate foreign markets.
Key Takeaways and the Path Forward
The success stories of Thai startups in Hong Kong, such as the Yindee App, highlight the importance of localization and building networks with local partners. Thai startups should focus on developing solutions that address global trends and have a clear positive impact (Impact Tech), as well as preparing with data and using AI in their business presentations.
The NIA’s use of a multi-faceted approach to promote startups on the world stage—from short-term participation in events like InnoEx 2025 to long-term incubation programs like “Scaleup Impact! Thailand x Sweden”—reflects a portfolio approach that diversifies risk and increases opportunities for Thai startups to choose the best path for their business.
The NIA’s participation in InnoEx 2025 is a significant milestone in building Thailand’s image as an “Innovation Nation” and opening new doors for Thai startups globally.
What do you think is the next big step for Thailand to become a regional innovation hub?
