Finance/SuperRich

SuperRich to launch SuperRich tourist e-Wallet

Editorial staff

SuperRich 1965 (Orange) expands into e-Wallet services to serve global tourists, targeting over 100 billion baht in currency exchange within the next two years.

Piya Tantivejchayanon, chief executive officer of SuperRich Currency Exchange (1965) Co, or SuperRich 1965 (Orange), said that the company is in collaboration with Bank of Ayudhya Plc (Krungsri Bank) to develop an e-Wallet service for international tourists visiting Thailand.

The service will allow tourists to make payments via QR PromptPay just like local residents. It is not only reduce concerns about carrying cash and providing a more convenient but also secure, and confident travel experience.

The scheme is a part of celebrating its 60th anniversary under the theme “60 Years of Trust, Moving Forward Together.

“SuperRich will not be just only a money exchange company but also a travel partners,” Mr Piya said.

Piya Tantivejchayanon, chief executive officer of SuperRich Currency Exchange (1965) Co, or SuperRich 1965 (Orange)

In addition to tourist e-Wallet, the company has introduced its new mascot, “Nong Super,” as a travel partner. This reflects a modern image and connects with new-generation travelers.

SuperRich is also driving digital transformation by integrating services across both branch and online platforms. With the launch of tourist e-Wallet, it aims 20% growth in currency exchange volume, surpassing 100 billion baht by 2027, up from 98 billion baht in 2025.

Currently, it services 2.4 million customers per year. Approximately 50% is foreigners, 48% is Thais and the remaining 2% is foreign money transfer. The five most exchanged currencies are USD, EUR, JPY, HKD, and TWD.

SuperRich is Thailand’s No.1 currency exchange and a leading non-bank foreign exchange service provider.

In 2008, business began as a small family exchange shop named Chitwanich. Later, Mr Piya’s parents, Viboon and Potjaman Tantivejchayanon, officially rebranded the business as SuperRich in 1965, making it the country’s original foreign exchange brand.
 
When the company entered the second-generation management era in 1997, it elevated its services by pioneering innovations and technologies, such as publishing real-time exchange rates on its website and expanding branches in high-traffic locations under the concept of a “Currency Exchange convenience store”.

It was the first in Thailand to open branches in prime locations such as BTS stations, shopping malls, and tourist hotspots. Later, during the COVID-19 crisis (late 2019 – 2021), the business was significantly affected by the disruption to tourism, forcing the company to adjust its strategy by retaining high-potential branches and carefully managing risks.

As the economy recovered and travelers shifted toward cashless transactions. The company established SuperRich Digital Co., Ltd. to bring new technologies and innovations for developing electronic payment solutions, including an e-Wallet.

This initiative is supported by an omnichannel strategy that integrates online and offline branch services, providing customers with more convenient and secure access. It is a key factor in maintaining competitiveness in the era of a cashless society.
 

 Natcha Poonnapat, business development director of SuperRich Currency Exchange (1965) and a third-generation executive, said that over the past 60 years, “SuperRich 1965 (Orange)” has operated its business based on honesty, transparency, and trustworthiness, earning the continued confidence of millions of customers.

As the company enters a new decade, it is focusing on marketing strategies to modernize its brand image and engage customers across all generations, particularly younger audiences, through the launch of its mascot, “Nong Super,” a travel partner that embodies a fun, friendly, and approachable personality while connecting SuperRich 1965 with customers throughout their journeys.
 
In addition, the company is advancing its digital services across all channels, from branches to online platforms. This aims to provide faster and more secure currency exchange experiences through three main services including branch excellence,

At present, it has more than 40 branches across Bangkok and major provinces. It provides money exchange for more than 34 currencies with reliable transactions through a new system with enhanced security. It also provide money transfer, covering over 200 countries worldwide.
 
Mr Piya further added that the SuperRich Tourist e-Wallet will be expanded to support multiple forms of payment and money transfers, integrated with QR PromptPay, commercial bank systems, and VISA credit cards for instant use by international tourists. Future plans also include international money transfers and cross-border QR code payments, delivering security and convenience equivalent to mobile banking.

Furthermore, SuperRich 1965 (Orange) plans to collaborate with Bitkub to integrate digital asset exchange into its e-Wallet, driving Thailand toward a true cashless society.

At the same time, the company complies strictly with legal and regulatory frameworks, including the Anti-Money Laundering Act under the supervision of the Anti-Money Laundering Office (AMLO), and is fully licensed by the Bank of Thailand, ensuring transparency and maximum customer safety.
 

The company also upholds its corporate social responsibility (CSR) in education and human resource development by signing an MoU with the Office of Vocational Education Commission under the “Educational Cooperation Project.” The initiative supports vocational students with internships and training in professional knowledge, AML compliance, PDPA, and cybersecurity, while fostering skills and ethics to develop high-quality professionals for society.
 
In 2024, the company recorded 94.43 billion baht in currency exchange transactions, with an estimated increase to 98 billion baht in 2025.