Aurkarn “Elf” Sumrualhan

Co-founder & COO, Yoguruto

Industry : Business

What started as a small yoghurt smoothie stall in front of Mahidol University, Salaya, has grown into one of Thailand’s most recognisable beverage brands. Behind Yoguruto’s rapid expansion is Aurkarn "Elf" Sumrualhan, a founder who saw the potential of making yoghurt drinks more accessible through affordable pricing, creative flavours and a strong franchise system.

Founded in 2020, Yoguruto has expanded from its first location into a nationwide network, supported by carefully developed operational standards that allow each branch to maintain the same quality and experience. Elf played a hands-on role in building the brand from the beginning, developing recipes, refining processes and creating detailed systems that help franchise partners operate efficiently. This foundation allowed Yoguruto to grow quickly while keeping its identity consistent across locations.

The brand’s popularity has also been driven by its ability to connect with changing consumer behaviour. Affordable menu options, starting from THB 49, make the drinks accessible to a wide audience, while creations such as Midnight Sticky Rice Yoghurt or khao niao nil yoghurt have gained attention through customer-generated content on social media. By combining Thai-inspired flavours with a modern beverage concept, Elf has built a homegrown brand that reflects the potential of Thai businesses to scale beyond a single location.

Her work highlights a new path for Thai entrepreneurs, where local ideas can grow through strong systems, adaptability and an understanding of what today’s consumers want.