Siradej is the third-generation member of the Dusit Thani group–his grandmother was Thanpuying Chanut Piya-oui–and he introduced Asai as the hip younger sibling of the Dusit Thani, just as the iconic mother ship was being torn down to be replaced by a bigger and bolder reincarnation. Like many of his generation, he is a passionate advocate for all things sustainable, which he puts into action as head of Dusit International’s Sustainability Committee to ensure the company’s operations are as green as possible. After graduating in economic and political development in the UK followed by Sasin’s MBA programme, he worked in securities and banking before joining “the firm”. But he saw the need for a smaller, more affordable hotel with emphasis on an “immersive experience” that is community-based, with culture and sustainably at the heart, just like Wonderfruit which he also co-founded. Asai Bangkok Chinatown became the flagship of this new hotel group created to fill that gap. Siradej also serves as the hotel group’s head of culture, focussing on innovation, creativity, diversity, and empowerment. He can often be seen riding his Vespa to work, and when he’s not in the boardroom, he might be training for his next triathlon.