Pranitan “Pete” Phornprapha is the third generation of the Phornprapha family, a vast business family conglomerate. He spent a lot of his youth abroad, and was influenced on how culture plays a role in shifting his world view. As a young man, he was exposed to environmental awareness and action by his father's Think Earth project, and advocacy for bringing people closer to nature is something he is very passionate about. He currently is the President and CEO of Bangkok Motor Works, a holding company from the family’s Siam Motors Group and is an entrepreneur involved in several businesses that align to his interests. He is probably best-known for founding ‘Wonderfruit’ – the art and culture festival designed to cultivate ideas for mind and nature. Wonderfruit is spearheading culture as a catalyst for growth through highly creative, meticulous and impactful concepts and experiences that deepen people’s relationships with themselves and the world around them.