SCGD, ASEAN’s Leading Surface Materials Company, Positions Vietnam as Second Pillar for Sustainable Growth Based on Consumer Understanding

SCG Decor Public Company Limited (SCGD) is building on its position as the leading surface materials market player in the ASEAN region by strategically positioning Vietnam as its second pillar after Thailand. This move comes amid the recovery of the real estate and construction sectors within the country. The company is combining Thailand’s strengths in branding, design, and innovation with Vietnam’s production capabilities and cost structure advantages. With a highly competitive regional manufacturing base, SCGD is responding to rapidly changing demand while enhancing its flexibility in the ASEAN market, particularly in the surface materials segment where consumers prioritize value for money, modern designs that meet functional needs, and various features that provide convenience for residents.

Mr. Numpol Malichai, Chief Executive Officer and President of SCG Decor Public Company Limited, stated that SCGD places great importance on deeply understanding consumers in each market through collaboration with local partners. This approach brings together perspectives on living, usage, and value to further develop products, services, and solutions by combining the strengths of Thailand and Vietnam to support business partners in meeting market needs and achieving sustainable long-term growth together. PRIME GROUP, the leading surface materials market player in Vietnam, will strengthen SCGD’s position as an ASEAN leader with Glaze Porcelain (GP) tiles of over 19 million square meters in 2025 from a total production capacity of 80 million square meters. To align with growth demands, PRIME GROUP has invested in expanding GP production capacity to 25.6 million square meters in 2026, with a target expansion to 45 million square meters while maintaining cost competitiveness with leading global manufacturers.
 

Understanding ASEAN Consumers to Drive Product Development with Beautiful Designs that Meet Needs

Consumer behavior in ASEAN, particularly in Thailand and Vietnam, seeks surface materials that not only feature beautiful and modern designs but must also meet practical usage requirements including durability and long-term value. This aligns with urban expansion, condominium living, and addressing health and safety needs consistent with an aging society structure. Based on these important requirements, SCGD has used them to guide product development direction in each market by developing products and solutions that respond to the living contexts of ASEAN consumers in various formats. The company creates added value through innovation and product quality while enhancing partners’ capabilities to present products that increasingly match market demands.

Combining Both Pillars to Enhance Competitive Advantage

The first pillar, the Thailand production base, serves as the central hub for brand development, design, and product innovation for SCGD to elevate value and meet the usage needs of consumers in the ASEAN region. For example, the COTTO brand focuses on developing bathroom products that combine design, health functions, and safety suitable for consumers of all ages. The second pillar, Vietnam, through PRIME Group, a subsidiary within the SCGD group, serves as the production base and crucial mechanism to support ASEAN market demand and exports with production capabilities and cost structures that offer high competitiveness.

Driving ESG Alongside Business Growth

SCGD supports the Net Zero 2050 goal through operations that concretely consider environmental, social, and governance (ESG) factors, including the use of solar energy, increasing the proportion of biomass fuel usage through the Biomass Gasifier system at PRIME, and promoting circular economy principles in the production process, which helps reduce both energy costs and greenhouse gas emissions.

Numpol concluded that SCGD’s and its subsidiaries’ commitment to sustainable business operations is reflected through continuous awards and recognition from external organizations, including the highest level five-star Corporate Governance Report (CGR) assessment for sustainable development and the AA level ESG Rating award from the Stock Exchange of Thailand. These accolades reinforce the company’s approach to sustainability operations, circular economy, employee care, and international product standards, strengthening confidence among investors, business partners, and stakeholders across all sectors.