| Startup Thailand | TH |
NIA Drives Thai Startups to the Global Stage
at Web Summit Qatar 2025
Pushing Thai GreenTech into
the Middle East with a Targeted Strategy
As green technology becomes a global priority, the National Innovation Agency (NIA) is actively elevating Thai startups to the international stage. The agency recently led four Thai GreenTech startups to Web Summit Qatar 2025 in Doha, Qatar, from February 23-26, 2025—a premier global tech event attracting over 25,000 attendees.
This initiative is part of NIA’s “Groom – Grant – Growth – Global” strategy, which aims to nurture and accelerate the development of innovative Thai entrepreneurs, from incubation to entering international markets. This effort specifically targets the Middle East and North Africa (MENA) region, which is increasingly focused on driving its economy through sustainability and clean energy.
The Thailand Pavilion served as more than just an exhibition space; it was a platform for Thailand’s soft power in innovation, attracting foreign investors and partners while showcasing the potential of Thai green technology to address global needs.
After the event, we spoke with the four startups about what they learned from experiencing the international market firsthand, including business opportunities, challenges, and valuable lessons from the global stage.
Altotech.AI: Developer of an AIoT Energy Management System
Key Takeaway: Opportunities in the MENA clean energy market.
“The first thing we noticed was the enthusiasm of the MENA market for clean energy.”
According to Mr. Pamekhit Phuktalay, Technical Product at Altotech.AI, participating in Web Summit allowed them to connect with investors looking for solutions to reduce energy consumption in buildings and cities, a perfect match for their platform.
“We received several serious invitations for discussions from Qatar and neighboring countries. The insights we gained were invaluable—for example, their pricing models, customer expectations, and how to adapt our system to the local context.”
ION Energy: A leading provider of residential solar solutions with an energy and payment management platform for PPA/EPC clients
Key Takeaway: The importance of reliability and after-sales service.
“What works in Thailand might not work here without a mindset shift.”
Mr. Peerakan Manakit, COO of ION Energy, found that the Middle Eastern market has a different approach than Thailand. Buyers prioritize stability and long-term service over price alone.
“Clients in this region were asking about reliability and warranties. This taught us to prepare more detailed engineering documentation and after-sales service plans.”
VEKIN: Developer of AI Carbon Editor, a tool for analyzing and managing corporate or industrial carbon emissions
Key Takeaway: ESG and green finance are new opportunities in the region.
“What we do aligns perfectly with their ESG needs.”
Dr. Ekkasit Phaopongphan, CTO of VEKIN, noted that while carbon issues are still new in many countries, entrepreneurs in Qatar showed serious interest and were open to piloting VEKIN’s tool.
“If we made the user experience (UX) simpler and more intuitive, they were ready to start a pilot project immediately. This is a clear opportunity for business expansion.”
MUI Robotics: Developer of smart robots and automation systems for various industries
Key Takeaway: Learn to pitch by focusing on the customer’s pain points.
“Don’t sell what technology you have. Start with the customer’s problem.”
Mr. Pattananat Wongwan, CGO of MUI Robotics, shared that their pitch changed immediately and became more effective when they started by addressing market pain points before presenting their technology as a solution.
“We changed our presentation to be more tangible. We didn’t focus on how advanced our technology was, but on what the customer would gain from it.”
Lessons from the Field: Understand – Adapt – Grow
All four startups agreed that attending international events isn’t just about showing off products. It’s a deep learning process that helps them understand new contexts and prepare to compete.
Every team emphasized the following:
- You must understand the business culture and behavior of each country.
- Prepare your information and team for negotiations.
- Adjust your product and presentation to resonate with the market.
And most importantly, the role of a supporter like NIA is crucial. They not only create the stage but also stand by Thai entrepreneurs, empowering them to step out and create new opportunities in the global market.
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