In the world of business, no beginning is too small if one has “belief” and “the courage to act.” The story of “Ving,” Thailand’s first running sandal brand, reflects how a new generation turned a personal problem into a global innovation, proving that “Khon Kaen” can indeed be the starting point for an international business.
From Runner to Innovator
In KKU Podcast EP.20, Khun Way Wathee Wichiannit, founder and CEO of Veeing Intertrade Co., Ltd., shares his business journey, which commenced not with readiness but with his own “pain point” as a runner. He discovered that many runners faced issues with footwear that failed to meet their needs, especially in the periods before and after running. This sparked the idea to develop sandals that “truly understand runners”, under the concept of “runners creating for runners”.
Business Is Not a Solo Journey: The Power of Partners and “Daring to Ask”
Khun Way emphasises that business success cannot be achieved alone but requires partners with a shared vision and belief. Interestingly, at the outset, he had no technical knowledge of footwear. However, he chose the simplest method: walking directly into factories and asking fundamental questions such as, “How do I make this type of shoe?” and “How much will it cost?” This approach reflects a specific type of leadership: a willingness to be ignorant in order to learn faster. Consequently, his first project did not focus on perfection, but on experimentation and learning to build a foundation of understanding.
From Idea to Credibility Through Research
Khun Way continues, another significant turning point was elevating the product with “scientific evidence.” Khun Way was determined not to “overclaim” his product’s benefits, so he sought research support. He took a step many might not dare: he drove to the Science Park and personally requested a collaboration. This resulted in research funding and a partnership with academics from the Faculty of Medical Technology, which involved over a year of development. Although he initially felt pressured by the lack of immediate sales, once the research was complete, the brand could confidently communicate that the product was backed by evidence. This empirical foundation is what distinguished Ving and established its international credibility.
Growing with the Ecosystem: University and Community
Ving’s journey didn’t grow in isolation but alongside Khon Kaen’s “innovation ecosystem,” including the Science Park, Khon Kaen University, and a network of researchers. Additionally, the brand plays a role in various running events and communities. Rather than acting as a traditional major sponsor, it focuses on active participation to build brand image and authentic relationships.
The Goal Is Not Just Profit… But to Change Khon Kaen’s Image
The most powerful aspect of this story is “vision.” Khun Way doesn’t just want to build a wealthy business but wants to prove that “global businesses don’t have to start in Bangkok.” Today, Ving has its headquarters in Khon Kaen, creating jobs for young people, especially Khon Kaen University alumni, and is building a “community” of quality professionals in the local area.
Mindset That Takes Business to a Global Level
One prominent concept is “thinking beyond the standard.” From running a 42-kilometer marathon, Khun Way chose to “level up” to a 100-kilometer Ultra Marathon to establish a clear brand identity. This is not just about sports but a mindset of not staying within old boundaries.
Key Lesson: Business Is a Marathon Without a Finish Line
Khun Way concluded by emphasising that opportunities begin with action, not readiness. Success requires people and networks; credibility stems from truth, not advertising; and sustainable growth requires a goal bigger than oneself.
The story of “Ving” is a picture of a long-distance run in the business world. There are no shortcuts, no clear finish lines. But what must always be present is self-belief + the courage to act + continuous development. And sometimes, changing the world might start with “daring to ask a simple question.” It also serves as an important inspiration showing that “pain points” can be extended into “passion” and developed into “products” that not only reflect the success of Thai businesses on the global stage but also truly create value for society and the country.
News Article: Benjamaporn Mamook
Images: Nattawut Charuwong / Chaychan Lada / Nattawut Phetprapai / Ving / KKU Podcast EP.21
