Thai-Danish Trade News - September 2002

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Thai-DanishTrade News is published and
distrlbuted to selected Thai and Scandlnavian
business executives and ofticials with an interest In
ThaFDanish relations by Danish-Thai Chamber ol
Commerce, Royal Danish Embassy and
Scand-Media Corp., Ltd.
Danish-Ihai Chamb$ ot Gommsr@
14121214Ih Fl., Glas Haus
1 Sukhumvit 25 Road, North Klongtoey,
Wattana, Bangkok 1 01 1 0
Tel : (66) 0 2661 7762 Fax (66) 0 2661 7764-5
E-mail: contact@ dancham.or.th
Tom Sorensen
President
Danish-Thai Chamber of Commerce
Prusidonl
Mr, Tom Sorensen
Tel.: (66) 0 16567497
E-mail; toms@dancham orth
vlcFPrcaldenl
Mr Axel Blom
Scandinavian Airlines System
Tel : (66) 0 2260 6252 Fd: (66) 022606269
E-mail: axel blom@sas,se
Il€asuEf
Mr Soren Presmann
Presmann (Thailand) Co , Ltd
Tel : (66) 0 2962 1 151 Fax: (66) O 2962 1152
E-mail: soren@presmann co th
Prcg|"mmc Gommittce
Mr Prasansak Suwanpotipra
Danfoss (Thailand) Ltd,
Tel.: (66) 0 2379 9800 Fax: (66) 0 2379 9801
E-mail: prasansak@ danfoss.com
Forclgn Chambols Goordlnafng Committ8o
Mr Preben Hjortlund
Schmidt BioMedTech (Thailand) Ltd
Tel.: (66) 0 2643 1 330-9 Fax: (66) o 2643 1340
E-mail: preben @ schmidtthailand com
ilcmbershlp Gommltle (Chalman)
Mr, Peter Linnemann
Maersk Bangkok Branch
Tel : (66) 0 2752 9000 Fax: (66) 0 2751 9575-8
E-mail: thamng@maersk.com
Membe6hip Commitloe
Mr Vitoon Lefort
Link'it / VL Intertrade Ca., Ltd.
Tel.; (66) 0 2541 6043-7 Fu: (66) 0 2541 5786
E-mail: likeit@likeit.dk
PR Gommittoe (Ghaiman)
Mr Jorgen lb Hedes
Sun Paratech Co., Ltd.
(035) 221 010-8 Fax; (035) 221 019
E-mail: floorings@access inet co th
Pn Comnltle
Mr Allan Jensen
APV (Thailand) Ltd
Tel.: (66) 0 2367 5341-6 Fax: (66) o 2367 5019
E-mail: ajensen@apv co uk
Ex oflicio
Royal Danish Embassy
Tel : (66) 0 221 3 2012#17 Fax: (66\ 0 2213 1752
Exedive lliffi'tor
Mr John Svengren
Danish-Thai Chamber of Commerce
Tel.: (66) 0 2661 7762 Fu: (66) o 2661 7765
E-mail: contact@ dancham.oIth
'Ask not what your country can do for you
- but what can you do for the country'
These were the exact memorable words of John F. Kennedy, President of the United
States from 1961 to 1963, at his inauguraladdress.
With a slight modification of JFK's statement, we should ask ourselves:
"Don't ask what Thailand can do for you, but what you can do for Thailand".
Over the years the Danish-Thai Chamber of Commerce has played an active role
in the Joint Foreign Chambers of Commerce, the umbrella organization of the international
chambers and business associations in Thailand. I dare say that not a
month passes without we alone in DTCC or be it together with the Joint Foreign
Chambers are in some sort of dialogue with the Thai Government and its Civil
Service. Through these contacts we not only have ample opportunities to bring up
our concerns and ideas. We are in fact expected to share the sentiments of the
Danish-Thai business communitv.
Some of the current issues on the agenda include work permit for multiple locations,
permanent residence status, BOI privileges, tax incentives for regional head
quarters, refund of VAT and valuation procedures by Thai Customs.
I would like you to use your membership of the chamber to put forward your questions,
your ideas, your concern or whatever it may be direct to me personally. Use
my emailtoms@dancham.or.th - our partnership with the other chambers, the access
we also have e.g. through the European Chambers of Commerce or the Board
of Trade, Thailand will ensure that we continue to engage in a dialogue with the
Thai Government that are relevant to your business and that shows a genuine
interest in what we can do for'our' countrv.
Tom Sorensen
President
Danish - Thai Chamber of Commerce
Email: toms @ dancham.or.th
Royal Danish Embassy
Commercial Section, 10 Soi Attakarn Prasit
Sathorn Tai. Bangkok 1 0500 Thailand
Tel : (66) 0 221 3 2021 -5 Fax: (66) O 2213 1752
Ms Tine Hylleberg
Commercial Counsellor, Head of Section
Mt Attakorn Saropala, Senior Comm Olficer
Ms Srisuda Vilyalai, Comm Olficer
PS. lnterested in more on John F. Kennedy ? - check this web site address:
http : //www. wh ite h o u se. gov/h i sto ry/p re s i d e n ts/j k3 5. lt t n t I
GBphlc Pmduction & ltadctitrg
Scand-MediaCorp Ltd
4141-42 Moo 3,fhanyakarn Village,
Ramintra Soi'14 Bangkok 10230
Tel | (66) 0 2943 7166-8 Fax: (66) 0 2943 7169
E-mail; scandmedia @ scandmedia com

IxrrRNATToNAL
BaccALAUREATE (IB)
PA HEnLUFSHoLM KosrsKoLE
EN INTERNATIoNAL STUDENTEREKSAME
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bAde Den danske Studentereksamen
og Den internationale
Sfudentereksamen
- Intemational Baccalaureate
(IB). Dansk studentereksamen
er tre-irig, mens IB er en
engelsk to-Arig uddannelse,
der aldersmessigt er placeret
sanunen med 2. og 3. g.
Som indgang til IB har
skolen en pre-IB klasse, som
svarer til1. g matematisk,
hvor undervisningen ogsi er
tilrettelagt pi engelsk.
Pnrsru-r.ec poR INTERNATToNAL
B.q,ccRrRunEerr (IB) en
GnuxosrolE oG GYMNASTUM
Kosrntsv KR.71.800,-
Kn.31.200,-
PnE-IB: Kn.87.400,-
Koilrerr os - sA SENDER vr rN-
FORMATIONSMATERIALE OM KOST-
SKOLEN OG VORES UDDANNELSER
Hrnlursnorm
Grundlagt 1565
Klaus Eusebius Jakobsen
rektor
4700 Nestved
Tlf. +45 55 75 35 00 Fax + 45 55 75 351.4
IB-fax + 45 55 75 35 15
e-mail adresse: rektorkontor@herlufsholm.dk
Eller rektor privat telefon + 45 55 75 35 25
Bnsoc os pA sxorrN ELLER pA rNrrnNsrrnt
www.herlufsholm.dk

Danish tourists
coming back
F
The Danes are coming
back to Thailand in
larger numbers than
ever before,
In average, every
Danish tourist
spends about 3,353
Baht per day. And
the figure is ri,sing.
ast year, the number of
Danish tourist traveling to
Thailand dropped 149%.
By the end of 2001 , only 78.728
had come to visit the land of
smiles.
This year, however, the
Danes are coming back in even
higher numbers than before.
From January till May, the immigration
recorded 42,262 arrivals
from Denmark - an increase of
6,56 % from the same period
last year.
According to the Tourism
Authority of Thailand, last year's
drop in Danish arrivals last year
was clearlv due to the effect of
the Seotember 11 attack on the
United States.
Danish tourists are good
money spenders. In average,
every Danish tourist spends
about 3,353 Baht per day. And
the figure is rising. Apart from
accommodation, most Danish
tourists spend their money on
shopping, food and drink etc.
Most of the Danish tourists are
15-64 year and there are more
men than woman.
TAT - Tourism Authority of
Thailand stress that Danish tourists
remain an interesting market
for the Thai tourism indus-
ITV.
Increased investment in
the Garlsberg brand
Carlsberg Breweries
introduces new global
brand positioning
o support Carlsberg's
longterm strategy of in
creasing its share of the
premium beer segment, the
Group has invested in a major
revitalization of the brand. The
development of the new global
positioning 'Drink with a World
of Friends'- which describes the
emotional feeling consumers
should experience when drinking
Carlsberg beer - follows a
Euro 5 million investment in an
international research and brand
revitalization programme.
It will supporl the already fa-
mous'Probably the best beer in
the v.rorld' line, which will continue
as the brand's slogan.
More than 70 key managers
working with the Carlsberg brand
worldwide were involved in the
process. Consumers in eight key
markets participated in in-depth
research, which gave a deeper
insight into the way consumers
think and feel about Carlsberg.
The research found that
whilst the quality of Carlsberg
was recognized, and in fact so
established that the beer often
is described as 'the definitive
beer', there was an opportunity
to add a stronger emotional dimension
to the brand experience.
lt revealed that as the
Among the approximately
80.000 Danish tourists visiting
Thailand per year, Phuket has
become increasingly popular.
Although Phuket is today considered
a saturated market with
high cost of living, it is still the
preferred choice but for quite a
number of Danish tourists. Other
favourite places among the
Danes are Hua Hin, Pattaya and
Krabi.
Thai-Danish tourism is not
only a one way business. Thais
traveling to Denmark is also increasing.
Last year, 7.038 Thais
traveled to Denmark, - an increase
of 16.85 % from 2000.
world gets smaller, consumers
enjoy meeting people with similar
values around the word.
Great beer brands offer good
moments with friends, and
Carlsberg thus makes them feel
part of a bigger world.
To refresh the brand further,
packaging, point-of-sale and
advertising material have been
renewed to give the brand a
more stylish appeal and reflect
the new positioning.
To ensure that the oositioning
is consistently implemented
on a global scale, all marketing
directors attended two-day seminars
held in Copenhagen, Porto,
Kuala Lumour and lstanbul.
www.dancham.or.th
Website
remained a
SUCCESS
The highly active website of the
Thai-Danish Chamber of Commerce
remained successful
among visitors throughout the
summer, denying fears that visitors
would droo in the traditional
Danish vacation months of July
and August.
Noting only a slight drop of
in average 10 visitors per day,
the figures suggest that the
website is useful to a far greater
range of people than only the
current members of the Chamber.
In fact, July was the busiest
month so far with 1 187 visitors
to www.dancham.or.th
The success in considered
due to the constant posting of a
wide range of unique news of bilateral
Danish Thai nature several
times oer week which is
found nowhere else on the
World Wide Net.
'Outside' visitors are directed
to the site mainly via a search
on the search engine Google or
the joint google-yahoo partnership.
Next comes visitors being
transferred from the website
www.scandmedia.com - the site
of the Chamber's webmaster -
and the websites of the other two
Thai Scandinavian chambers,
www.swecham.or.th and
www.norcham.or.th
A further analysis suggests
that currently too few visitors
reach the site through a search
on Danish search engines. Consequently
a drive to position the
sites better with Scandinavian
search engines is planned by he
Chamber's office.
Another initiative launched
this autumn is to invite all members
to forward oress releases
for free publication on the websito.
6

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A
to
Many visitors showed
up to see the Jirst
ECCO shop on it's
opening day. Another
39 shops will now
gradually follow all
over Thailand.
ECCO shoes enters local
retail market with own shop
Denmark-based firm
guns for top-three spot
in brown-shoe sector
within 5 years
CCO, a Danish footwear
brand. ooened its first local
retail shop yesterday
and announced it had plans for
39 more company-owned outlets
as it seeks to reach domestic
sales of Bt600 million within
five years.
The Danish firm said it would
also invest Bt1 billion over the
period to double the production
capacity of its local factory to
serve its predominantly Asian
sales expansion.
ECCO (Thailand) is also
considering the possibility of
franchising its stores as part of
ECCO's global policy, which was
launched two months ago, managing
director Kitti Chaiwattanatorn
said.
Of the 40 planned companyrun
outlets, a dozen would be
ECCO shops costing Bt10 million
to Bt15 million each, while
the remainder would be retail
space in depaftment stores un-
der consignment contracts. The
first shop was opened at Central
Pinklao with another scheduled
for Seotember at Central
City Bangna.
ECCO (Thailand) has only
just embarked on domestic retail
sales even though it was
founded in 1994. Up to now, all
of the output of its Ayutthaya factory
has been shipped to centres
in Denmark and the Netherlands
for distribution mainly to
the United States and Europe.
"ECCO has never distributed
our products here before but
now exoects to become one of
the top three players in the
brown shoe [casual] market in
five years," he said, adding that
the casual footwear segment is
worth BtS billion a year.
The ECCO shop was
oJJicially opened by Danish
Ambassador (center) Mr
Ulrik Helweg-Larsen.
Hush Puppies ranks first in
the local casual shoe market with
a share of about 10 per cent, followed
by Dapper, Nine West and
Clark.
"With our local production,
we can sell our products at
prices 20-40 per cent cheaper
than our competitors. Most of
their products are imported and
the import tariff runs as high as
40 per cent," Kitti said
Prices of ECCO shoes sold
here range f rom Bt1,000 to
813,000. Some styles would be
impoded from ltaly next month
lo serue customers here.
ECCO targets domestic
sales of 30,000 pairs this year
with a target of 250,000 pairs in
five years.
To serve ECCO's policy of focusing
on the Asia region after
its success in the United States
and Europe, the annual output
of the finished product factory in
the Saha Rattananakorn lndustrial
Estate in Ayutthaya would
be increased from 3 million pairs
at present to 6 million.
Globally, ECCO ranks seventh
with 5 oer cent of the world
market behind international
brands such as Clark, Timberland,
Sketchers and Doc Marten.
Through deeper penetration
into the Asian market, the Danish
firm hopes to boost its sales
by roughly a quarter this year
compared to only 8.7 percent
growth last year.
"The Thai factory will be the
only facility that ECCO will expand
over the next three years,"
he said, adding that the parent
company also operates a shoe
parts factory in Indonesia, while
a Chinese factory is run on a production-contract
basis by a locar
company.
Nareerat Wiriyapong
The Nation
I

Nordic optimism
rtgX'i
The little boat these youngsters are sailing is called an
optimist. Our little optimists make a common sight during
the summer. \While having fun these children are developing
their own sense of judgement and learning how to analyse
situations. 'We at Nordea are aware that the success of our
region is dependent upon our attitudes and ideas, of seeing
opportunities. It is these skills that Nordea is building its
future upon. 'We are a reflection of our region, and its most
important natural resource, ideas. \(e are looking forward to
doing business with you ... the Nordic way.
Nordea is the leading financid services group in the Nordic and Baltic Sea region with more thm l0 million customers.
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Jorgen Ib Hedes 70 Years
Jorgen lb Hedes has
brought Sun Paratech
from nothing up to a
production of more than
a million square meters
of three layer parquet
since his arrival to
Thailand twelve years
ago.
By Gregers Moller
hen Jorgen lb Hedes
arrived Thailand in
1990, Sun Paratech
was only a plan about to be realized.
The factory floor had
been cast, but the design of the
buildings not yet finalized. The
production machines were ordered,
but the staff to operate
them not yet employed.
The product was decided.
Sun Paratech should produce
wooden floorings, three layer
cross laid parquet, for the world
market.
"l was there because my old
friend John Dyrholm, whom I
have known since my early days
in EAC, had introduced me one
year before to the owner, Khun
Santi Vayakornvichitr during our
vacation to Thailand," Jorgen lb
Hedes explains.
Celebrating Jorgen lb Hedes
70 year birthday on September
3, 2002, is impossible without
celebrating also the success of
Sun Paratech, which he has
brought from nothing up to a production
of more than a million
square meters of three layer
parquet since his arrival to Thailand
twelve years ago.
"We receive seven truckloads
of rubber wood coming up
from SuratThani every morning.
We have four truckloads of sawdust
leaving the factory every
afternoon. Every week we ship
'15 container loads full of parquet
to our dealers in Eurooe and
America. That gives you an idea
of the size of our ooeration today,"
Mr. Hedes proudly explains.
Today, the turnover of Sun
Paratech is over 800 Mill. Baht
and the company employs are
more than 400 people. Most of
the employees work in the factory
underthe supervision of factory
manager Khun Kumpol,
who has been a member of
Jorgen lb Hedes' management
team since the beginning.
"Thailand is the perfect
place for production. The workers
do what they are told fr nothing
more, nothing less. However,
sometimes things may still go
wrong," Hedes says, using the
drying oven to recall a situation
where the workers 'did the
wrong thing forthe right reasons'
as he calls it.
"We had a backlog and
needed to dry a lot of wood. So
the workers filled uo the ovens
to the last square centimeter.
Then last minute, they squeezed
in all the sample pieces right in
the front before closing the
doors."
"They knew they had to perform
the tests. They didn't know
that they became insignificant if
not taken from reoresentative
olaces around the wood to be
dried."
However, in most cases the
Thai worker is good for industrialized
production for exactly the
same reason, he adds.
"lf instructed properly to do
their part of the process in a certain
way, they do exactly that
until you tell them to change.
They don't stafi experimenting
with otherways of doing it, which
would make it easier for them -
but make the job of the next man
in the chain imoossible."
Further down the oroduction
line, the wood is cut into shape
for assembly into the three layers
of the parquet. These three
layers are joined in a process,
which first adds glue to the layers,
then places them on top of
each other and finally presses
and hardens them in an advanced
high frequency press.
"These presses work much
like a kitchen microwave oven -
just on a large scale at 18 Million
Hz," Jorgen lb Hedes points
out. Apart from pressing the parquet
together and squeezing the
glue into all small cavities of the
parquet, the high frequency radiation
hardens the glue.
Recently, Hedes and Khun
Kumpol implemented an investment
of 1 Mill. Baht in increasing
the eff iciency in these
presses which brought down the
pressing time f rom 105 seconds
to 85 seconds.
"lt means that for a one time
investment of 1 Mill. Baht we
were able to in crease yearly
earnings with 10 Mill. Baht provided
of course we can sell the
increased capacityj' he explains.
Coming back to Thailand as
a 59 year old where had worked
thirty years ago as a young EAC
employee, was for Jorgen lb
Hedes the chance of a lifetime
to establish a new factory from
scratch. His first decision was to
do all machine installations, administrative
procedures and
market penetration by the book.
Lots of books. Technical books,
economic books, machine
manuals, market reports, you
name it, he read it.
"l wanted to avoid the typical
pitfall of cutting corners to fix
a solution - which always means
cover uo a more fundamental
problem.Treat the cause not the
symptom," Jorgen lb Hedes
says using one of his many idioms,
which he applies all over
Sun Paratech today.
"l always stress the importance
of 'pre-emptive maintenance',"
says Jorgen lb Hedes.
To drive home the message,
he has even re-phrased the wellknown
Maersk slogan "This
company does not accept losses
which could have been prevented
through due diligence"
into his own "This company does
not acceot unscheduled downtime".
An example of 'pre-emptive
maintenance' is an elaborated
monitoring system of the machinery
which Jorgen lb Hedes
years ago developed together
with a Danish engineer.The system
measures among others the
energy consumption of each
single machine. When the energy
needed to run the machine
rises, it is typically a symptom
of a more serious oroblem like a
saw in need of sharpening or a
roller needing new ball bearings.
A mechanical workshop
takes care of most of these internal
repair jobs, including
sharpening the band saws and
fitting hard metal tips on the
teeth of the saws.
A typical pitfall is to believe
the machine ooerator when he
suggests you to modify the machine
to hide the symptom,
claiming that it was never meant
to work under such extreme conditions
as in Thailand.
The production at Sun paratech
works like a clocl<work built on
the principle oJ thoroughly
explaining the Thai workers
how to do their part ofthe
process - knowing they will do
rutthing more nothing less until
instructed otherwise.
10

-
"This of course is sheer nonsense,"
Mr. Hedes says.
"A well-maintained machine
has no oroblems neither with the
temperature nor the humidity of
Thailand."
Another pitfall is to believe,
that you don't need to be able to
speak Thai to work as a foreigner
in Thailand. Here, Mr.
Hedes is assisted by his early
years in Thailand where it would
have been unthinkable that you
did not learn Thai as your main
working language.
"lmbedded in the language
you also find the key to the culture
and the way of thifiking of
the people for whom the language
is the mother tongue," Mr.
Hedes says., recalling an episode
from his early period in
Thailand, where his tutor took a
long detour in explaining something.
When Jorgen asked him why
he didn't just put it straight away,
the reply was:
"Oh no, Sir! You see, we
Siamese never go straight to the
ooint."
When back in Copenhagen
after his first home leave a few
years later, he was called in for
a meeting with Managing Director
of EAC, Haakon Christiansen,
who had himself spent several
years in Thailand. Among
others Mr. Christiansen asked
him if he dreamt in Siamese.
"l believe I do," Mr. Hedes
answered a bit surorised.
"Good, then you will never
forget it!"
This proved to be true, when
thirty years later Mr. Hedes arrived
back in Thailand for his
current task. The sound of his
Thai is like a machine gun rattle
leaving no doubt that this is not
a translation but a sentence
which is born in his brain in Thai
- before later maybe being translated
into English to the benefit
of the visitor.
"lt simply won't do with a secretary
to translate your mail if
you want to know what is going
on around you," he,says.
"Mail and messages will invariably
be screened and rephrased
a little bit in keeping with
the Thai tradition of not talking
Continuetl on puge I-i
',1 .:'l .
t:
r.l::,.
, tl-..ti,
,1

The stainless steel cabinet of
th newly introduced MP3
player takes on an appealing
patina the more it is used,
gaining character from
sharing the pocket with keys,
coins and the like.
B&O new MP3 player
introduced in Thailand
Fl
ano & Orutsen Tnarrano
ffir.eclnrtyinvrteoallscan- D 'GC at
L/ dinavians in - hailand to A A A
beamongthefirsttoexpenence E tku pfgvlew
a new cool B&O oroduct - the
MP3 player BeoSound 2.
The launch presentation in
Thailand took place on Friday
July 26th at Siam Discovery
Center.
BeoSound 2 draws upon the
computer as a source for musical
enteftainment and allows the
user to enjoy MP3 files purchased
or downloaded from the
internet.
"Digital music has proven itself
to be an important player in
today's world of musical entertainment.
BeoSound 2 harnesses
the strengths of these file
formats and combines them with
Bang & Olufsen skills within
ease of use, craftsmanship, design
and sound quality.
Whilst physically small, the
BeoSound 2 experience is large
- where integration with additional
Bang & Olufsen products
plays an considerable role", says
Bang & Olufsen President &
CEO Torben Ballegaard Sorensen.
"BeoSound 2 is a shining example
of how Bang & Olufsen
outs the user situation ahead of
industry hype.We aim to provide
t2
All DTCC Members were on
Friday 30 August invited to a
preview on the Bang & Olufsen
Fair at the Gallery Hall,
Hilton lnternational Hotel
starting on Saturday 31 August.
Jorgen Lunding, the B&O
Regional Director and his
team together with Kitchen
Tech - B&O's distributor in
Thailand - greeted the members
and gave a quick presentation
of the B&O vision
forThailand and world wide..
simplicity and clarity in the othenrvise
swirling sea surrounding
Internet music, just as we do in
the field of home entertainment,"
continues Sorensen.
Fitting comfortably into the
palm of your hand, you navigate
simply between tracks or adjust
the volume in your accompanying
Bang & Olufsen earphones
without ever needing to glance
down. Utilizing a minimum of
buttons. BeoSound 2 orovides
you with both audible and tangible
feedback during operation.
The smooth stainless steel
cabinet and absence of sharo
edges allow BeoSound 2 to slip
comfortably into the pocket - and
prevent it from disturbing you
when on the move.
BeoSound 2's musical experiences
take olace in close cooperation
with BeoPlayer, Bang
& Olufsens web music organizer,
which can be downloaded
free of charge to a computer
from www.bang-olufsen.com or
directly from the website http://
www.beoplayer.com/
BeoPlayer automatically
sorts all your digital music by
adist, genre, song title and album
title, as well as allows you
to create your own specially
composed playlists. Just dragand-drop
your songs from Beo-
Player to BeoSound 2, and you
are on your way out the door.
Two-way communication
between BeoSound 2 and the
computer allows BeoSound 2's
software to be updated simply
and easily. In this fashion,
BeoSound 2 endures as an uDto-date
and relevant music
player, benefiting from the rapid
evolvement of the Internetbased
music arena.
Additionally, the stainless
steel cabinet takes on an aopealing
patina the more it is
used, gaining character from
sharing the pocket with keys,
coins and the like. BeoSound 2's
robust construction supports
Bang & Olufsen's commitmentto
quality and ensures a long physical
lifetime.
Six pre-recorded digital music
samoles are included on the
128 Mb SD memory card that
accompanies BeoSound 2. Approximately
four hours of tunes
may be contained on this size
card, and additional cards may
be purchased separately.
Furthermore, your digital
music can also be moved about
in your home with Bang & Olufsen's
Beolink PC 2, which utilizes
your computer as a source
in a Beolink? system.
BeoPlayer again takes care of
all file organization, providing
you with identical operation
whether in the home office,
kitchen or on the go.

Jorgen lb Hedes 70 Years
about an unpleasant subject,
hoping that if you just sweep it
under the carpet it may go away".
As a boy Jorgen lb Hedes
initially dreamt of a career within
engineering following in the foot
steps of the great Danish engineering
companies like
Christiani& Nielsen. But his high
school grades in physics and
mathematics wouldn't allow that.
Instead Jorgen lb Hedes decided
for a commercial career with
East Asiatic Company where he
started on 16 July 1951 . In 1953
he passed the final test and
when he returned to the company
after 16 month of military
service he was told right away
to apply for a visa to Thailand.
"The voyage to Bangkok was
an amazing experience at that
time compared to the 11-hours
over night flights we have become
used to today;'Jorgen lb
Hedes recalls.
First he went by train to
Livorno in ltaly. Here he boarded
the MS Malacca for a 30 days
sea journey via the Suez Canal
to Singapore. Finally on June 18,
1955, he arrived Bangkok.
"l remember standing on the
deck of the ship when we approached
the harbour of
Bangkok. The only building I
could see was the customs
house and some wooden huts. I
had signed a contract to remain
in this place for a minimum of 4
to 5 years."
Mr. Hedes was appointed
Assistant Manager at EAC's saw
mill on Charoen Krung close to
the location of Hotel Maenam
today. After the contract period
of four and a half years, Jorgen
lb Hedes was allowed one vacation
back to Denmark. During
this vacation he married his wife,
Bitten, and together the couple
travelled back to Bangkok for
another oeriod with EAC in Thailand
where Jorgen lb Hedes was
promoted Manager of the saw
mill.
"Bitten nevercould sit idle for
long," Mr. Hedes recalls.
Within short she had secured
herself a job selling Thai
silk in a local shop. About 10
months later, she left this position
for a challenging opponunity
with an advertising agency selling
out door advertising, which
at the time was rather unknown.
During the home leave by
the end of 1963, the couple decided
to stay in Denmark where
he had been offered a good job.
His way back to working in
Thailand is an anecdote in itself.
"We were in Thailand on a
trip arranged by Lions Club to
support the handicap institution
Sataban Saengsawang and the
volunteer work, which Aks
Ammundsen was doing for the
institution. We of course also
had to meet my old friend John
Dyrholm and he introduced me
to Khun Santi."
Ten month later when back
in Denmark, John Dyrholm
called him from Thailand.
"Jorgen, wouldn't you like to
come back to Thailand to work
for the man I introduced you to?'
he asked.
That was the exact right offer
at the exact right time.
The 59 year old Mr. Hedes
packed his bags and in 1990
arrived Thailand to work with
Sun Paratech. His initial 2-year
contract has since been extended
again and again. Today,
he is Senior Executive Vice
President of the company.
"lmagine returning to work in
Thailand after that many years -
it is difficult to comprehend that
there is room for this in one
person's life time. The Thailand
I knew then and the antique saw
mill I was managing and the
country and the factory I am
working with today are worlds
apart."
This article is an abbreviated
version of a full afticle available
on www. scandasia.com/dk12/
hedes.htm
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13

t
r a Danish legend lives on in Thailand
By Gregers Moller
/\
significant chapter in the
t-f historyof one of the most
t lprominent Danish construction
and engineering companies,
Christiani & Nielsen, is
about to be written.The decision
to formally close down its last remaining
office in Denmark has
finally been taken and will soon
be executed.
Founded in 1904 by Civil Engineer
Rudolf Christiani and
Captain Aage Nielsen, Christiani
& Nielsen was one of the past
century's most prominent Danish
engineering and construction
companies. The bompany has
left a legacy in the Danish landscape
with outstanding construction
projects like the hanging
bridge over Lillebalt - at the
time the longest in the world -
w
and the Faro Bridge.
Christiani & Nielsen was also
pioneers in taking Danish expertise
abroad. lt established itself
very early on in countries as far
away and exotic as the Kingdom
of Siam, which in 1928 Budolf
Christiani visited for the first time
"The name Christiani &
Nielsen has today an equally
good an image in Thailand as
it ever had in Denmark," says
Managing Director Danuch
Yontararak.
on the initiative of H.N.
Andersen, the founder of East
Asiatic Company. He was quick
to realize the potential of the
country, which was rich in natural
resources but technologically
decades behind Europe and
with a poor infrastructure.
In 1930 the company Christiani
& Nielsen Siam Ltd. was
established. Among its shareholders
were members of the
Royal Fami[ and EAC which at
the time enjoyed an almost
semi-royal status both in Thailand
and in Denmark. This year
70 years ago, the company delivered
its first project - a locomotive
remise for Hua Lampong
Railway Station.
While Christiani & Nielsen is
today history in Denmark, it remains
an active engineering and
construction company in Thailand
with 3000 employees working
on ten projects of various
sizes and on various stages of
completion. The company employs
a staff of 330 people of
whom about 200 are civil engineers
or construction engineers.
This situation is the result of
a unique buy-out in 1992, in
which the Thai shareholders
boughtthe shares ofthe descendants
of the Danish founders.
The owners are today purely
Thai. Siam Commercial Bank is
I
14

Christiani & Nielsen is well knownfor a number of significant assignments, among others the
construction of the Democracy Monument, one of the most important national Thai symbols.
Above is the opium museum build honour in of Thailand's late Princess Mother HRH Sri
Nagarindra, where the Thai government in September held its 'mobile cabinet meeting'.
the main shareholder wilh 43"/".
The Royal Property Bureau
holds 28 "/". The company is
listed on the Stock Exchange of
Thailand and the remaining
shares are owned by a wide
range of individuals and institutional
investors.
Although the company is as
such a Thai company there are
no plans to change the name to
something with a more "Thai"
sound to it.
"The name Christiani& Nielsen
has today an equally good
an image in Thailand as it ever
had in Denmark," says Managing
Director Danuch Yontararak.
"We are the oldest existing
construction company in Thailand.
We are well known for a
number of significant assignments,
among others for the
construction of the Democracy
Monument, one of the most important
national symbols of Thailand.
Danish construction engineering
know-how still has a
good reputation in Thailand so
our company name is one oi our
strongest assets," Danuch Yontararak
says.
His recognition of the value
of the Danish origins of the company
does, however, not change
the fact that the company recently
decided to close down its
last office in Denmark, a representative
office in Copenhagen.
It was previously maintained
mostlyfor nostalgic reasons, but
with the board decision to focus
on Thailand, the umbilical cord
of Christiani & Nielsen is now finally
about to be cut.
Shortly afterthe buy-out, the
company ran into serious financial
problems, almost forcing it
out of business. The company
had in the mid-9O's ventured into
investments in Berlin, the reunited
capital of Germany. This
was the fist time the Thai operation
entered a prolect overseas.
"We did a major mistake.We
have learned an important lesson
and we will never attempt
this again," says Danuch Yontararak.
The company filed for bankruptcy
in late 1995 and then
worked hard on a reconstruction
plan during 1996 to induce new
capital into the company. The
benefit of this disaster was that
when the general Asian crisis
broke out in 1997, Christiani &
Nielsen was already refinanced
and could start operating where
other companies went bust.
"lf we had filed for bankruptcy
one year later, we wouldn'
t have been here today. At that
time the queue of construction
companies pleading their banks
for refinancing arrangements
was so long that the processing
had almost come to a stand still
and only the very large companies
received any attention."
Apart from its company
name and historical background
there is, however, today nothing
Danish about the company. A
few foreigners are employed in
key positions, among others
Business Development manager
Neil Hutchinson and Commercial
Manager David Greenbank,
but there are no Danes
among them.
Having in 1996 reduced its
machinery and car fleet, the
company is now cautiously expanding.
Christiani & Nielsen is currently
completing an opium museum
in honour of Thailand's
late Princess Mother, HRH Sri
Nagarindra on top of one of the
highest mountains in Thailand,
Doi Tung.
The largest prolect which the
company has been involved with
over the past couple of years is
the new faculty forThammasart
University. The project includes
six office buildings and an underground
parking lot - a total of
56.200 square meters.
Another project was within
its former core business area -
road construction. Between
1998 and 2000 the company
build 10 kilometers of the fourlane
expressway between Lampang
and Lampoon in the North
of Thailand. The mountainous
stretch of highways was difficult
because 28.000 cubic meters of
rock had to be blasted and the
company further had to construct
9,600 cubic meters of protective
walls against mudslides
and falling stones.
The company is equally
proud of a reference in Rayong,
the assembly plant for General
Motors of 146.000 souare meters
completed in 1999 - which
was incidentally designed by the
Danish architects Ove Arup &
Partners. And in the deep sea
port Laem Chabang, the Danish
company Mermaid Maritime Co.,
Ltd. has recently contracted the
company to build an assembly
hall and a service facility. Here,
the company intends to build
and repair rafts and other life
saving equipment on license for
the Danish company Viking.
"We won the job on ordinary
commercial terms, but lwouldn'
t be surprised if our Danish roots
have given us a preference with
the owners," says Neil Hutchinson.
15

Building on chopsticks
Danish designer in
Chiang Mai sells his
chopsticks in his own
shop in Bangkok and
around the world.
By Lasse Norgaard
ot many business
people have anything
nice to say about the
crisis in 97. The exception is
Hans B. Christensen, the owner
of "Rice" in Chiang Mai and coowner
of the three "Cocoon"
shops in Bangkok.
"The crisis released a lot a
creativity. Staff from advertising
and marketing agencies were
suddenly made redundant, and
many of them stafied to design
home decor and furniture. At the
same time mosl Thais were
aware, that increased export
was the only way out of the crisis,
and soon after some of the
big buyers from abroad started
to come to Thailand".
Hans B. Christensen had
founded his company a few
months earlier. He had designed
beautiful chopsticks and rented
a small stand at an export fair in
Bangkok. lt was definitely a
niche-production considering
chopsticks are not frequently
used in neither Thailand nor in
Hans B. Christensen's homeland
Denmark.
But he hit an new market
with an emerging interest in
Asian food and design.
He sold all his stock, filled the
order book, and founded "Rice".
The first year 80 pct. of the income
came from chopsticks.
Today, four years later, he
has more than 35 employees
and "Rice" oroduces a wide
range of decors from nice giftboxes
to roseshaped candles,
from small scented animal
shaped bags to coconut shell
with gold. And pottery. In fact,
this is was he has become famous
for, his design of bowls
shaped as unfolding leaves from
a lotusjlower.
Hans B. Christensen and
his design has been featured in
the book "Contemporary Thai"
and in Asian Wall Street Journal,
where he was portrayed as a
designer who manages to combine
East and West.
His ceramic bowls were recently
on a full-page photo in
Sawasdee magazine from Thai
Airways described as "avant
garde design with vivid colours
and modern shapes" and a few
months later, he and his designer
colleagues f rom "Cocoon"
were featured as "style-gurus",
no less.
"Rice" exports to a number
of shops in Denmark through a
company in Odense with the
same name, whereas the three
"Cocoon" shops in Bangkok -
and a 4th recently opened in
Amsterdam - is a joint venture
with a Swiss furniture designer
Today, the designs of Hans B. Chris-tensen cover
much more than only chopsticks.
Scandinavian style
management, Hans
B. Christensen
finds it natural to
lend s hqnd when
packing.
and a Thai textile designer.
The insoiration is from back
home. Hans B. Christensen's
parents were farmers in Vester
Skjerninge on Funen, but his father
has always been very interested
in Danish furniture design,
so as a child, Hans and his father
traveled to exhibitions and
auctions around the country.
"l always knew I would work
with design or architecture" he
says.
After college in Denmark he
went to London and studied for
three years at a private school.
Later he worked for Morris Angels
& Son, producing costumes
for movies.
But he wanted to live in Asia
and he moved here working for
a Danish and later a Malaysian
company, before he started his
own with the chopsticks in
Chiang Mai.
He sits on the floor and lends
a hand packing, when the containers
needs to be shipped to
USA or Europe, and he is obviously
a popular and relaxed
boss.
"Yes, I hope so. I have never
run a company in Denmark, but
the Danish mentality about giving
people responsibility and let
them grow and develop in the
company, is something I have
brought with me, and it works
well. Apart from that, I think the
big difference between running
a company in Thailand and at
home is, that there are fewer
rules and regulations, costs and
taxes here. With the limited capital
I had to start, I would never
have managed to establish a
company in Denmark".
16

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17

Watch out for the parcels!
Danish owner of MPA
- a major security
company in Bangkok -
says, the screening of
air freight and courier
mail is too fast.
Henrik Hansen inspecting a
security team. MPA guards
pass a rigorous training
before being albwed to take
up duty on their Jirst real job.
By Lasse Norgaard
ne year after the September
11 it is hardly
any secret that commercial
flights are still not that
safe. Several journalists have
proved that it remains possible
to smuggle dangerous articles
on board without neither metal
detectors nor security personnel
noticing anything. However, this
is probably not where the real
danger lies.
"The highest security risk involves
air freight and courier
mail," says one of the leading
Danish experts in this field,
Henrik Hansen, MPA Security in
Bangkok.
"The passenger risk is reasonably
under control, I would
say. Freight and courier mail,
however..."
When you look at him in disbelief,
asking if not all parcels
and all mail is screened and X-
rayed, he elaborates:
"X-ray, oh well.... actually I
am more concerned with the
human factor. We all know how
fast it has to go. Most people
expect their courier mail to reach
the recipient within 24 hours."
Some airlines have adopted
a rule that they will only carry
mail from trusted courier comoanies
they know well. But these
are typically the larger and well
respected companies guaranteeing
speedy delivery and there
is no guarantee that they will
check themselves that the content
is in fact what their customer
has specified in the papers.
As for ordina'ry suitcases,
security personnel has in average
seven seconds to screen
each item.
Seven seconds.
MPA Security is the second
largest security company in
Thailand with over 3000 employees
and a further 1400 guards
employed in Cambodia and
1000 guards employed in a recent
department in India.
The company has grown ten
times since Henrik Hansen
bought it in 'l 984 and among his
customers are both leading airlines,
factories, chemical plants,
as well as private individuals,
embassies and retail centres.
"ln the airport, it is our duty
to check the interior of the aircraft
to ensure that the oassengers
disembarking during stopovers
don't leave anything behind
and see to it that the cleaning
staff don't forget anything
either," he explains.
"We also check the catering
to make sure there is no bomb
hidden among the sandwiches.
We have of course accumulated
a considerable expertise in this
field, but our staff is trained in
following the different airlines'
own security prescriptions as to
how and how thoroughly they
should check."
One of the more oeculiar
tasks in Bangkok International
Airport is to keep an eye on especially
Koreans. Some of them
have come to Thailand to pur
chase certain soecies of snakes
either to keep them as pets or
eat them for their alleged improvement
of male potency.
"They will dope the snakes
before going on board. But if
such a snake wake up during the
trip it may easily create some
panic. And if all passengers
huddle up together in one side
or one end of the aircraft it mav
easily be very dangerous - although
the snake in itself may
be harmless.
MPA guards pass a rigorous
training before being allowed to
take up duty on their first real job.
About one third of all applicants
drop out during the physical
training alone. The rest are
trained in personal protection,
fire fighting, first aid, heart massage
and TOFAH, a Japanese
maftial aft which also the regular
national oolice force of several
countries.
Having completed the training
they are deployed as guards
for embassies, factories or retail
outlets.
"Most of the guards come
from the lsaan provinces of
North Eastern Thailand," Henrik
Hansen explains.
"They are in Bangkok to
make money for their families.
They are at the same time loyal
and have a high level of endurance.
They may even stand up
for 12 hours a day. They only
sometimes complain that they
must take one day off per week.
That makes a cut in their income,
but that's the law."
ln average a security guard
will make about 7000 Baht per
month. Before receiving his
training, he is checked for abuse
of narcotics and it is checked if
he has a clean oolice record.
Actually, Henrik Hansen has
not a completely clean police
record himself. He was detained
for three weeks in Vietnam in
1968 for visa overstay. And in
case you should wonder, then
you are quite right, 1968 was the
year the war in Vietnam was at
its peak.
"l went there to experience
the war close up. In a historical
sense wars have always been
my interest and at the time it was
possible to travel to Vietnam and
find work there."
Henrik Hansen worked for a
company selling diamonds to
American soldiers who didn't
know what else to spend their
money on. He lived in the northernmost
part of South Vietnam
and experienced closely the famous
Tet offensive in 1968.
He managed to witness one
and a half years of action before
he was arrested and put in jail.
"That was tough. We slept
on a concrete floor, a hole in the
floor was our toilet and we were
given black, spoiled rice to eat.
But I lived together with some
interesting personalities, among
other an army officer in the
South Vietnamese army who
sold weapons to the Vietcong, a
Philippino specialized in faking
the signature of then President
Ferdinand Marcos, and a couple
of Koreans selling "black" diamonds.
"l got many good tips and
some interesting suggestions
should I ever want to enter a
criminal career."
Henrik Hansen chose the
opposite when he was released
and left for Thailand. His security
company has a yearly turnover
of 60 mill. Danish kroner.
Among his plans for the future
is to rebuild a plane, he
bought, into an ambulance
plane. And there are still places
in the region, where he could
consider establishing new subsidiaries
of MPA.
18

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situated in Denmark, where GPV Industri A,/S is the parent company
and GPV International A./S is the headquarter.
GPV Asia (Ihailand) Co., Ltd. is the headquarters for the GPV
Group's activities in Asia and is an important paft of the GPV Group
Global Sourcing & Contracting concept. The company is specialised in
high-quality production of metal parts, cabinets and enclosures, high
precision machined parts, wire configuration, PCB assembly, electronic
or mechanical assembly and complete solutions
GPV Asia is located in Samutorakarn 30 km south-east of the centre
of Bangkok in the Bangpoo Industrial Estate and has app.
180 employees and 6500 sqm production.
The process capabilities are:
Mechanic production: Shearing, CNC punching, CNC bending,
Stamping, Welding, CNC Machining, CNC Turning, Powder painting,
Silk screening, Electrical wiring and full assembly of products.
Electronic production: Cable & Wire configuration, Automatic SMT
and manual PCB assembly, Test, Complete Electronic and Electromechanic
assembly.
R&D depaltment with mechanic and electronic engineers
GPV Asia (Thailand) Co., Ltd.
297 Moo 4, Bangpoo Industrial Estate, Soi 6
Phraksa, Sukhumvit Road, Samutprakarn 10280, Thailand
Tel. (+66) 27Og 2550 -1 Fax (+66) 27Og 2555 / 7Og 2564
E-mail: jar@gpv-asia.co.th Homepage: wwwgpv.dk
19

The fi rst 1
anish-Thai Chamber of
Commerce was conceived
by Ambassador
Mogens lsaksen, Royal Danish
Embassy; Peter Miller, Maersk
Bangkok Branch, and Poul Weber,
Berli Jucker Public Co., Ltd..
This idea was first launched at
a meeting, chaired by PoulWeber,
at the Royal Danish Embassy
on May 14, 1991. About
30 Danish businessmen attended
the meeting.
The meeting had been
called, because of the growing
activities of Danish companies
and the feeling that we needed
to make our presence felt. We
1991 (under formation)
1 992
1 993
'1
994
1 995
1 996
1997
1 998
1 999
2000
2001
2002
also needed a platform for promoting
Danish business via official
channels, together with the
other chambers, of which the
American, British, German and
Japanese were the most active.
The meeting discussed the
pros and cons of setting up a
Danish Chamber - originally it
was established as Danish
Chamber of Commerce - and it
was overwhelmingly decided it
was a good idea.
An interim fact finding committee
with Peter Miller as President
and Poul Weber as Vice
President was formed to set up
the Chamber, including articles
LIST OF PRESIDENTS/VICE PRESIDENTS 1991.2002
PRESIDENT
Peter Miller
Maersk
Peter Miller
Maersk
Peter Miller
Maersk
Poul Weber
Berli Jucker
Poul Weber
Berli Jucker
Niels Winther
EAC
Poul Weber
TWF
Poul Weber
TWF
Anders Nielsen
Maersk
Anders Nielsen
Maersk
Tom Sorensen
DFDS Transport
Tom Sorensen
DFDS Transport
Tom Sorensen
DFDS Transport
of association, by-laws, rules,
etc. etc. Other members of this
interim committee was Jon
Plate, Maersk, Gregers Moller,
Scand Media, Niels Lumholdt,
Aviation Services, Ole
Freudendahl, Bergsoe Metals,
Ole D. Madsen, Scaneast,
Svend Andersen, Christiani &
Nielsen and Steen Poulsen,
Sabroe.
Everybody chipped in to
ensure a good start. The logo
e.g. was the idea of Niels
Lumholdt. Maersk helped with
a.o. legal advice from their lawyers
to ensure we were acting
in conformity with laws and regu-
Board members around the
lunch table durinp the Annual
General Meeting in 1993,
clockwise Anna Sogaard
Madden (back to camera), Ytt
Prabha Vivadhana. Ole
Madsen, Niels Lumholdt,
Hans Ulrich Hansen. Allan
Jensen, Michael Schulz and
Poul Weber
VICE PRESIDENT
Poul Weber
Berli Jucker
Poul Weber
Berli Jucker
Poul Weber
Berli Jucker
Flemming Dahl Pedersen
Maersk
Niels Winther
EAC
Poul Weber
TWF
Anders Nielsen
Maersk
Anders Nielsen
Maersk
Kamthorn Ounhirunskul
Kamthorn, Surachet & Somsak
Kamthorn Ounhirunskul
Kamthorn, Surachet & Somsar
Anders Normann
EAC
Axel Blom
SAS
Axel Blom
DAJ
lations. Gregers Moller helped
with PR, etc.
Board meetings were held in
the old Maersk offices on
Sathorn Road, as well as at the
offices of Berli Jucker, at the
Polo Club and at the Royal Danish
Embassy.
The fact finding committee
presented their findings at another
meeting at the Embassy
on October 9, 1991. Here, the
decision to set up the chamber
was confirmed.
The registration process of
the Chamber was quite slow, but
we finally got approval from the
Ministry of Commerce on June
18, 1992. Following this, an inaugural
meeting was held October
15, 1992.
The first formally elected
board was headed by President
Peter Miller, Maersk Bangkok
Branch, and Vice President Poul
Weber, Berli Jucker Plc.
Axel Blom, SAS, today Vice
President, is the member wno
has been on the committee for
the longest - he was first elected
at the inaugural meeting in 1992
and has been a member of the
board ever since. He has oredominantly
been the Treasurer
of the Chamber from 1992 until
2000, trying to make ends meet
with our limited funds. Actually,
at one stage, we had to go out
and ask Maersk, SAS,
Carlsberg, Jebsen & Jessen and
EAC to each give us Baht
50.000.- to tide us over a difficult
period.
We also owe thanks to the
Royal Danish Embassy, whose
representative - typically the
Commercial Counsellor - attends
Board Meetings as an observer.
The Embassy has given
valuable suppon to the Chamber
during all the years - among
others by hosting all the Annual
General Meetings of the Chamber
for the nine eight years.
Our former Executive Director,
Monica Holmgren, also contributed
greatly to the success of
the Chamber. She left Thailand
in 1990 to be succeeded by our
current Executive Director John
Svengren.
The start was quite slow and
we did not have too many mem-
20

DTCC
bers but thanks to interesting activities,
membership grew. We early on
started publishing the magazine Danish
Thai Trade News, which has become
very popular with the membership,
as well as a yearly Business
Membership Directory.
By the end of 98/99 we had about
Baht 1 mill. available in cash assets
and the Chamber is now in a stronger
position than ever before with
more than 100 members.
Some of the highlights during the
years have been meetings with Prime
Ministers. Ministers. Chief Executives
of Danish companies, the Royal visit
and dinner with Crown Prince
Frederik in 1997, the State Visit of
Queen Margrethe and Prince Henrik
in 2001 plus regular luncheons/meetings
with the Joint Foreign Chambers,
where we have been active since we
stafted.
The Danish Thai Chamber of
Commerce was involved also in the
start-up of the European Community
Business Association ECBA in 1993,
of which Poul Weber was the first Vice
President and then President. The
idea was to have an entity which
could compete with the American
Chamber and JETRO.
Over the years, several unsuccessful
attempts have been made to
create a Nordic Chamber. However,
together with the Swedish Chamber
of Commerce from the beginning, and
later also with the Nonruegian Chamber
of Commerce, a joint Chamber
Office has been established.This cooperation
has worked very well over
the years.
In 1997, we donated Baht
500.000 to a strawberry project under
His Majesty The Kings Royal
Project Foundation in the North. The
money was raised during a Gala Dinner
for HRH Crown Prince Frederik
and HRH Crown Princess Sirindhorn
in 1997.
An article in Thai Danish Trade
News described the success of this
project. In 1991, when H.M. Queen
Margrethe visited the Royal Project
Foundation near Chiangmai in 2001,
she was serued strawberries from this
very project.
Poul Weber
Herlufsholm
graduates
Two Danish-Thai students
and one Danish-
Vietnamese student
graduated this year
from the Danish boarding
school Herlufsholm,
which has consistently Tanya is the eighth girl from teft in the second row. Nina is the
shown interest in serv-
tLt'e right lsabet Andersen is
ins the Danish expatri- :z:z:if:!;';*t;:,';";:wm
ate community in Thai-
land and elsewhere in South East Asia dia, graduated in June as International Bacoverthe
pastthree years.
calaureate students together with lsabel
Tanya Jensen, the daughter of Allan Andersen, daughter of Jorgen Jensen of
Jensen of APV, and Nina Moller, the uNlcEF in vietnam who has previously been
daughter of Gregers Moller of Scand-Me- posted to ESCAp in Bangkok.
21

Danish Dry-Bag
moving into the Thai
retail market
anapol Vanich Co., Ltd. -
the exclusive distributor
of the Danish product
Dry-Bag - is moving into the retail
market. So far, the company
has mainly focused on Thai exporters
and the Thai shipping
sector, where Dry-Bag is used
to keep the expon products dry
all the way to the customer over-
SEAS.
Dry-Bag is composed of a
special clay available in Denmark,
mixed with calcium chloride.
Comoared to other socalled
desiccants - materials
which are able to pick up moisture
from its surroundings - this
special, envi ronmentally f riendly
mixture is able to pick up more
moisture from the air than any
other known natural desiccant.
The household version of
Dry-Bag aims at keeping moisture
sensitive products like photo
equipment dry but it has also
other applications. The initial target
group is high-income consumers
which could be the first
to try out a product which prevents
bad smell and mildew and
rust formation when placed in
the drawer.
For a tropical country with
65-75% Relative Humidity (rH)
as Thailand , the undesired
moisture is among the main
cause of mildew formation and
bad order in home theatre, car,
wardrobe, cabinet, storage, carpet,
cuftain, yacht, and weekend
house.The humidity is also hard
on valuables like rare collectibles
and documents, leather
wear, music instruments, electronic
equipment, iewelry,
watches, cars, guns, metal tools
and accessories.
"We market Dry-Bag through
some selective outlets and communicate
to the target group via
product brochure and point of
sales as well as advertisement
in mass media," Mr. Nipat Ungpakornkaew,
Managing Director
of Tanaool Vanich Co.. Ltd. exolains.
Specialty stores like Home-
Pro, Siam Drug, Taywin (leatherwear),
leading gunsmiths, professional
golf stores, larger
photoshops are among the first
outlets selected. Soon the car
accessory department of Robinson
Deoartment Store will also
provide shelf space forthe product.
Tanaool Vanich is confident
of the products future in the Thai
market, even they are launched
in comoetition with other desiccant
products from Japan, South
Korea, Taiwan and a local product
made in Thailand. Most of
these products are, however,
based on chemicals.
"Consumers have to use
them with extreme cautions and
strictly follow the guide of chemical
waste disposal. Unlike Dry-
Bag, it is quite difficult for people
to safely use these chemical
products at home," Mr. Nipat
explains.
"Dry-Bag is 100 % harmless
and environmentally friendly
since it is made from Moler Clay
in Denmark. lt can be disposed
of as ordinary household waste
after use."
Dry-Bag is capable of absorbing
up to 75 % of its own
weight in moisture and will keep
the rH on the comfortable level
of 55-65%. No more or less.
When Dry-Bag absorbs the undesired
moisture, the odor particle
attached to the moisture
vapour is entrapped as well. As
a result, it simultaneously prevents
the formation of mildew
rust and purifies the air as the
bad smell reduces and disappears.
With normal use, Dry-Bag
will remain active for 90 davs or
more.
Vagn Pedersen moving to Sweden
Vagn Pedersen, Maersk Logistics (Thailand) Ltd. - will as per October 1st, 2002 start in a new iob as
Managing Director of Maersk Logistics Nordic Service AB. He will be based in Gothenburg and will
be responsible for all activities of Maersk Logistics in the Nordic Region which covers Denmark,
Sweden, Norway, and Finland.
His sucessor as head of Maersk Logistics (Thailand) Ltd. will be Khun Kiattichai, formerly regional
manager of Sealand Logistics covering Thailand, Vietnam and Cambodia. Khun Kiattichai
has since April 1, 2000 been in charge of four service segments of Maersk Logistics (Thailand) Ltd,
namely: Air{reight, Customs Clearance, Warehousing & Distribution, and Seafreight Forwarding.
Vagn Pedersen's position at Siam Shoreside Services Ltd. will as for the Trucking activity be
taken over by Khun Nattavut while Thomas Gullacksen will be in charge of Terminal, Warehousing,
and Equipment Maintenance & Repair activities.
During his years in Thailand, Vagn Pedersen was among others member of the Board of Directors
of DTCC where he was responsible for Thai-Danish Trade News.
DTCC head
of the EU
Chambers in
Thailand
Danish-Thai Chamber of Commerce
through its PresidentTom
Sorensen holds the Chairmanship
of the European Chambers
of Commerce in Thailand during
the time in which Denmark holds
the Presidency of the EU
The chairmanship has so far
been decided by alphabetical rotation.
The outgoing Chairman
is Claude Crespin, President of
the Belgium-Luxembourg Thai
Chamber.
The European Chambers
was originally formed many
years ago to supervise the management
of the European Business
Information Centre (EBIC).
Since the closure of the EBIC
project there has been a need
to formalize the role of the European
chambers in Thailand
and some enthusiasm among
representatives of the European
Chambers in Thailand to create
a formal organization to represent
EU businesses in Thailand.
The role of The European
Chambers are to provide a forum
for exchange of views
among members of European
Union Chambers of Commerce
based in Thailand, cooperate in
organizing Joint European
Chamber events such as
lunches, dinners, breakfasts,
trade missions and networking
events not conflicting with other
European events, to promote
the numerous EU-f unded
schemes and projects among
members, to work closely with
representatives of the Thai government
to resolve issues affecting
EU companies in Thailand
and to cooperate with the Thai
government in promoting trade
and investment in Thailand.
Membershio of the European
Chambers shall comprise
the European Chambers of
Commerce based in Thailand
and, by invitation, business representatives
of those EU countries
without a chamber of commerce.
22

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r I E
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Tel: 662-26O-3372 662-260-337 2 Fax: 662-260-337';
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Mobile: Mr. Malik Munir 09-l'72-7774 & Mr. Akif 09-120-0786
SCANDINAVIAN LIVING Co,, Lto,
599/5.7 Sukhumvit 35
(Opposite Empodum)
Bangkok '10'1 '10 , Thailand,
Tel +66 (O) 2662 3545-6
Fax, +66 (0) 2662 3547
E-mail: asia@Uellegjerde,com
SCAN DINAVIAN
TURNING
23

I
Danish officer aThai hero
lOO years ago, a Danish
soldier in HM King
Chulalongkorn's service
was killed while
securing the North of
Siam.
n October 14, 1902 a
young Danish soldier in
the service of HM King
Chulalongkorn was killed in the
line of duty while fighting Shan
forces in the North of Siam acting
in covert cooperation with the
British forces in Burma hoping
to take control over all of the
Northern provinces of the Kingoom.
Celebrating the 100 year anniversary
of his deed, a special
ceremony will be held at a monument
erected in Phayao where
he fell in Dursuit of the insurgents.
Captain Hans Markvard
Jensen had arrived Siam two
years before to serve in the Provincial
Gendarmerie established
by the likewise Danish General
Schau to unite the Kingdom under
His Majesty King Chulalong-
KOrn.
Previously, the five small
states of Chiangmai, Lampun,
Lampang, Phrae and Nan were
under the command of local regents
with their own regime in a
more loose alliance with the King
of Siam.
The people paid taxes to the
local regent in the form of goods
or labour, but now the provinces
were required to pay four Baht
per inhabitant to the Royal Thai
Government in Bangkok. Many
Shan people living in the provinces
had immigrated from
Burma and were consequently
considered British subjects. Still,
they were required to pay taxes
to the King as they were considered
residents of Thailand.
The powder keg blew up
when a village headman was
ambushed by a group of Shan
hiding in the hills east of
Lampang and robbed of 1000
Baht in taxes he had just collected.
The Thai commissioner
pursued the bandits with a mixed
force of soldiers and gendarmes,
but when camping on the night
of July 23, 1902, the Shan attacked
and the soldiers and oen-
The Monument of Captain Hans Markvard Jensen originally
erected in Phayao today stands at the Protestant Churchyard in
Chiangmai. At the site where he fell a wreath is every year laid
down in commemoration of the Danish soldier who was killed
while defending the Kingdom of Siam, Photo: Allen Jensen.
darmes fled in panic leaving all
their elephants, mules, weapons
and ammunition in the hands of
the Shan.
The Shan saw this as their
chance and on July 25 they conducted
a surorise attack on the
camp of the gendarmerie in Prae
and killed most of the oendarmes.
The local commander was
later degraded in front of his remaining
men, his shoulder distinctions
torn off. his sable broken
and his uniform burnt in from
of the camo.
Following their victory, they
next overran the prison where
they freed the prisoners and
shared the loot of 40.000 ruoi.
Some of this money was used
to issue a reward of 300 rupi for
the decapitated head of anyThai
person.
After the victory at Phrae the
Shan turned their attention to
Lampang where the young Captain
Markvard Jensen had been
posted only a few days before
on the 29th of July f rom Chiangmai
together with a force of one
lieutenant and 54 private soldiers.
He now manned the city's
barricades day and night.
At dawn on August 4 the
Shan attacked. Many of the private
gendarmes fled but Markvard
Jensen managed to hold
the barricades and push back
the Shan force.The heads of the
killed Shan rebels were put on
sticks outside the house of the
Northern Prince. In his report,
Markvard Jensen writes that he
counted 19 killed Shans and
later another six were found. ln
the local orison another 26 Shan
were kept under arrest. Fearing
their escape they were all decapitated
thereby doubling the
loss of the Shan.
By now, major reinforcements
had arrived North Siam
from Bangkok and other places
and the Shan were repulses and
fled across the border.
In early October, Markvard
Jensen heard that a rebel force
was closing in on Lampang from
the North. He immediately made
off for Phayao with a force of 270
men to engage them. On the
13th of October he had reached
an area few kilometers south of
Phayao. As his troops needed
rest he continued himself with
his lieutenant and 23 men on the
next morning. When about to
cross a small stream they noticed
some of the Shan in the
jungle on the other side and
opened fire which was returned.
Captain Markvard Jensen
and his lieutenant were standing
behind a tree directing the
fire when he was hit by three
shots in the chest. When seeing
their officer falling the men retreated
but only to return the next
day in full force. They retrieved
the body of their commander
and brought it to a temple in
Phayao. The Shan had cut him
open and removed his heart and
kidney to eat in keeping with
their animistic beliefs.
The body was put in a coffin
and later collected by another
Danish Caotain Halfdan Trolle
who took it to Lampang where
he was buried with full honours
at the Presbyterian Churchyard.
Shortly after the Second
World War the Churchyard was
removed. On the initiative of
then British consul in Chiangmai,
E. W. Hutchinson, the monument
erected on the grave and
the remains of Hans Markvard
Jensen was moved to the Protestant
Churchyard in Chiangmai,
where it maintains today.
HM King Chulalongkorn
honoured Caotain Hans Markvard
Jensen with an annual pension
of 3000 Baht which was received
by his mother every year
until her death in 1936.
Eleven kilometers south of
Phayao a sign in Thai language
directs visitors to the site, where
Hans Markvard Jensen was
killed. Here, a wreath is laid
down every year on the 14th of
October by the local Police and
Military commanders. This year,
a special ceremony is under
preparations in commemoration
of the 100 Year Anniversarv of
the incident.
A total of 101 Danes has
over the years served in the
Royal Thai Army. Of these, 21
served in the Provincial Gendarmerie.
Four of the Danes
were killed in the line of dutv in
Siam.
I
24
I

I
Tove Wihlborg Andersen (left)
and her son Simon listening
to the Ambassador's speech.
Three
Embassy
staff left
Thailand
About a hundred close friends
and embassy colleagues gathered
at the Royal Danish Embassy
on Wednesday evening,
16th of July, to bid Farewell to
Mrs. Tove Wihlborg Andersen,
Mr. Claus Mogensen and Mr.
Jesoer Vibe-Hansen.
In a personal speech the
Ambassador Mr. Ulrik Helweg-
Larsen addressed each one of
them, wishing them all the best
of luck wherever they were going.
ForTove Wihlborg Andersen
it was back to Denmark after a
total of fourteen and a half year
at the embassy, he noted. At first
she had been employed as local
staff.Then she had been employed
by the Ministry of Foreign
Affairs in Copenhagen. Then
she had been assigned head the
consular section of the Royal
Danish Embassy in Bangkok -
a position she had held until
leaving.
She has been replaced by
Mr. Ulrik Holt Sorensen who
some years back serued at the
Royal Danish Embassy in
Singapore.
For Mr. Claus Mogensen it
was also his second term at the
embassy, which was coming to
an end. He will not be replaced
but his duties have been taken
over by Mr. Karsten Gasseholm.
Agricultural Counsellor
Jesper Vibe-Hansen had at the
time of departure not yet
reached an agreement with another
employer, but hoped to be
working with exports to the regron.
Vi har Danmarks bedste priser og biludvalg til dig som udlandsdansker.
Ring, fax eller e-mail og fA et godt tilbud pA din feriebil i Danmark.
Avis ReservationsCenter
Telefon: +45 33 26 80 80
Telefax: +45 33 26 80 81
E-mail: reservation@avis.dk
AVIS
25

1
DTCC Members at
ProPak Asia 2002
Some of the members from
DTCC recently exhibited at the
ProPak Asia2002 fair at BITEC
convention center. As usual the
Royal Danish Embassy had
made a joint Danish pavilion.
Presmann (Thailand) Ltd. had
their stand in the Pavilion. Other
DTCC members such as APV
and Carnitech had - due to the
magnitude of their activities -
their own stands next to the Pavilion.
Next to the national
Danish pavilion tvvo
more Danish
exhibitors, APV and
Carnitech, had
established their own
stands.
Lunch with EAG's
Mark Wilson
Michael Ascot with Mark Wilson at
the DTCC luncheon.
More than 60 Danish-Thai
Chamber of Commerce
members and their guests
joined on June 5, 2002 a
lunch with EACis Mark Wilson,
the Chief Executive Officer
of East Asiatic Company.
In his informative
speech, assisted by a power
point show, Mr. Wilson exolained
the current situation
of EAC and how this positive
situation had been realized.
The long awaited lunch
did not disappoint the many
participants. Several old
EAC hands had interesting '
inside'questions for Mr. Wilson.The
lunch also revealed
that along his career path,
Mr. Wilson had in fact once
been'headhunted' by one of
the Chamber member, Mr.
Michael Ascot.
Christmas coming up
Planning ahead, Danish-Thai
Chamber of Commerce has
scheduled this year's Christmas
Lunch forWednesday the 4th of
December. For some it mav be
too early, but not for the Danes,
who has a tradition for hosting a
Santa Claus World Congress at
the Bakken, Europe's oldest
amusement park. So book the
date in your calender now to
make sure you keep the day -
and the next which is HM The
King's Birthday - free from other
appointments.
f
L BECOME A MEMBER OF THE DANISH.THAI CHAMBER OF COMMERCE.
--l
I
Contact Name:
Company name:
Address:
Telephone:
Fax:
Fill in this coupon to receivefurther information and afulL applicationformfor membership
n--
26
Mail or fax the coupon to:
Danish-Thai Chamber of Commercs
I
l402l214thFl., Glas Haus
I Sukhumvit 25 Road, Norlh Klongtoey,
Wattana, Bangkok 10110
Tel.: (66) 0 26617'762
Fax: (66) 0 2661 1164-5
E-mail contact@dancham.or.th
I
I

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Michoel Moriegoord
Ziirich
"Det gor De"
Med alle investeringer folger hAb, dramme og forventninger hos den enkelte investor.
Det ved vi. Derfor fokuserer vi hos Jyske Bank Private Banking ph, at De altid
oplever hajt engagement fra Deres personlige rAdgiver. Vi tager os tid til at
sette os ordentligt ind i hver enkelt investors indivicluelle forhold og forventninger.
Vi tilbyder en omfattende rekke af investeringsverktojer i form af internationale
aktier, investeringsforeninger, obligationer samt investeringslAn og aftalekonti. De
llir' l)t'ru's ('g('n pcrsonlige riclgiver, der vil vejlede Dem i Deres investeringer med
rrtlsirrrrlsPrrnkl i l)t'r'r's lor'lrolri og forventninger - diskretion er en selvfolge.
Oplev on f)1'1'5111rlir', r',itlr',ivrrinrt, t'lcr er ligesA unik, som De er. Kontakt mig allerede
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