Jorakay Corporation Co., Ltd., a leader in construction, repair, and decoration innovations from foundation to roof, has taken a significant step on its steadily growing business path by announcing its roadmap for 2026 under the leadership of Dr. Jirath Sirichalermpong, the new CEO who took office in January. The plan focuses on expanding into the construction chemical business and international markets while establishing new standards in the construction materials industry, reinforcing its comprehensive expertise as JORAKAY EXPERT, which includes construction management services that meet customer needs and understand their problems. The company sends professional teams with in-depth knowledge to provide consultation on construction, repair, and decoration with quality products alongside standard services, while also launching its subsidiary "K-Sera" under the new management of Mr. Chinthorn Atsasaranapith to penetrate the Thai decorative materials market.

This year, Jorakay Corporation, a Thai construction innovation company, is entering its 34th year on a path of strengthening its foundations and expanding knowledge to grow alongside the construction industry and Thai society. In 2025, the Thai construction market is valued at approximately 1.5 trillion baht, growing by 6.5% from the previous year. Jorakay achieved a growth target of 4% in 2025 and maintained its position as the number one leader in the cement adhesive and grout market with over 50% market share amidst fierce competition and challenging economic conditions. Jorakay's success stems from offering quality products that understand user needs, care for residents, and are environmentally friendly, such as the use of Dustless Technology in Thailand's only cement adhesive that reduces dust dispersion by 80%. Currently, the proportion of product lines emphasizing safety for residents and the environment, certified to international standards (JORAKAY Green Products), accounts for 63% of total sales, while the international market continues to grow, reflecting Jorakay's past success in conducting business with a focus on stable long-term growth.

In January 2026, the company announced the appointment of Dr. Jirath Sirichalermpong as the new CEO, who is ready to drive long-term strategies to lead Jorakay into a future of stable growth both domestically and internationally under the concept "Build Today, Beyond Tomorrow".

Dr. Jirath Sirichalermpong, CEO of Jorakay Corporation Co., Ltd., stated, "Jorakay is moving into its 34th year with a clear mission, which is to strengthen the foundations that have made us the market leader today, including comprehensive knowledge and expertise in the construction industry, a strong partner network that grows alongside us, and insights from users and the Thai market, as well as international markets. We will continue to leverage our strengths into new innovations and services that will elevate people's lives, set new standards for the construction industry, and create tangible value for society. Today, the construction market faces challenges on all fronts, including changing consumer behavior and regional competition. Jorakay constantly studies and predicts new trends while offering comprehensive construction innovations that align with changing demands, yet remain committed to quality in terms of usability, durability, value for money, and environmental friendliness that meets international standards."


Another significant highlight this year is the launch of the JORAKAY EXPERT TEAM, a comprehensive construction management service from foundation to roof, provided by a team of over 100 trained construction material engineers who offer consultation and support to contractors, business partners, and homeowners. This service draws on over three decades of construction expertise, focusing on six dimensions of expertise: 1. PRODUCT as experts in research and development of nationally and internationally certified products, continuously setting standards for the construction industry; 2. INNOVATION, where Jorakay excels in integrating technologies that enhance products to create value and positive impacts on society, such as the global technology “Microban” to inhibit black mold, Dustless Technology that reduces dust dispersion by up to 80%, and JORAKAY Road Fix Express, a ready-mixed concrete repair product that sets quickly and allows reopening within 6 hours; 3. INTERNATIONAL as a leader in construction innovation successfully expanding into international markets; 4. CHANNEL expertise in diverse distribution channels that meet customer needs, including modern trade, JORAKAY SHOP, and online channels; 5. ACADEMY, the training and skill testing center, Jorakay Academy (JORAKAY Academy Training Center), transmitting expertise to enhance the capabilities of personnel in the construction industry; and 6. CONTACT CENTER, where Jorakay prioritizes listening to customer feedback through all contact channels to continuously improve and develop new services that facilitate customers, ensuring construction work is completed correctly and to standard. For large projects, Jorakay has a team of engineers supporting before and after sales.

Reinforcing the JORAKAY SHOP model, which offers a complete range of quality products in one place, covering over 1,200 Jorakay product dealer stores nationwide, to emphasize being a One-stop Solution in customer care, providing fast, convenient, and cost-effective products along with precise after-sales consultation. Customers can order any Jorakay product through JORAKAY SHOP without a minimum purchase requirement and can specify pickup points as desired. Special promotions allow customers to submit receipts from stores into the JORAKAY FAMILY system to accumulate points for rewards according to the company's conditions. Customers can also contact for services and orders directly through the Contact Center at 02-720-1112 and the Line Official “JORAKAY FAMILY” for systematic service and status tracking. This marks the first time that a true construction innovation delivers comprehensive expertise from foundation to roof to care for customers directly.

“In 2026, Jorakay aims to aggressively pursue the construction chemical business as a core strategy, alongside launching new campaigns and products covering key product groups, such as flooring innovations and cement adhesive campaigns to strengthen our product portfolio across all construction sectors. We will continue to expand into international markets, which is another crucial factor driving our growth as a leader in safe and environmentally friendly construction innovations in Asia (JORAKAY EXPERT in Green Construction Solutions), aiming to create sustainable construction standards while expanding opportunities and collaborations in the ASEAN region. In 2026, we aim to expand our market coverage throughout the ASEAN region while continuously increasing our international market share through local partnership strategies and offering quality products that meet the needs of each market,” Dr. Jirath Sirichalermpong added.

Mr. Pongpan Prateepmanowong, Executive Director of Jorakay Vietnam Co., Ltd., stated, “Vietnam remains a high-potential market that we prioritize. Data shows that the construction market in Vietnam is valued at approximately 80 billion US dollars, with an average growth forecast of 7%-8% per year. Jorakay has been operating in Vietnam through Jorakay Vietnam Co., Ltd., with an office in Ho Chi Minh City, southern Vietnam, since 2023, conducting business alongside continuously elevating labor skill standards by offering quality products that meet construction needs while supporting the creation of a partner network and reinforcing expertise through the JORAKAY Tiler X tiling competition. This year, Jorakay Vietnam will expand its office to Hanoi, northern Vietnam, to accommodate market growth.”


"K-Sera" A New Step in Home Decoration Materials Under New Management
One of the key highlights in Jorakay's business roadmap for 2026 is the announcement of a new chapter for K-Sera Co., Ltd., a subsidiary of Jorakay Corporation that drives the tile equipment and decorative materials business. In January, K-Sera welcomed Mr. Chinthorn Atsasaranapith as the new managing director, a new generation executive ready to lead K-Sera into the leading home decoration materials market in Thailand with a vision of seamlessly integrating design and function to meet the needs of modern consumers looking for more than just construction materials. Recently, K-Sera has begun selling products under the JORAKAY Easy brand, a new brand that revolutionizes home-related tasks, offering repair, decoration, and cleaning products that cater to modern homeowners who enjoy learning about home repairs and prefer to do it themselves, as home maintenance and repair have become hobbies for many in the new generation. The product lineup is designed for ease of use, understanding beginners, and comes with detailed usage instructions.

Mr. Chinthorn Atsasaranapith, Managing Director of K-Sera Co., Ltd., stated, "The home decoration materials market today is no longer just about competing on quality. Modern consumers seek products that meet both functional needs and designs that reflect their identity. K-Sera aims to position the brand to seamlessly integrate design and function to transition from a home decoration materials brand to a lifestyle brand that truly becomes part of consumers' lives. One of our proud highlights is the launch of JORAKAY Easy, a brand designed for new homeowners who enjoy taking care of and repairing their homes themselves, with a product lineup that understands beginners, is practical, and easily accessible through online sales channels such as Shopee, Lazada, and TikTok Shop. K-Sera is moving towards becoming the top-of-mind brand in the home decoration materials sector in Thailand, with a growth target of 10% by 2026.”

In addition to business growth, Jorakay also measures success by the positive impacts on people, society, and the environment under the policies of Life Beyond, Opportunity Beyond, and Sustainability Beyond. In terms of personnel development, Jorakay fosters a corporate culture that continuously opens opportunities and develops skills, alongside sharing knowledge externally through the Academy Skill Standard Testing Center, which collaborates with the Department of Skill Development, having upskilled over 30,000 workers in the construction industry and expanded knowledge sharing at the regional level through JORAKAY Tiler X, the first regional tiling competition in Southeast Asia. In terms of sustainability, Jorakay has reduced greenhouse gas emissions by over 31 million kgCO2e, reduced dust by over 5 million kilograms, and reduced waste by over 280,000 kilograms through the installation of solar panels in factories, the development of Green Products, which currently account for 63% of total sales, and numerous social projects such as the JORAKAY Junior Badminton Championship, which has supported Thai youth for over 12 years, and the JORAKAY Green Earth project, which increases green space for the world, aligning with Jorakay's goal of achieving Net Zero by 2050.

For over three decades, Jorakay Corporation has proven that a Thai brand can compete in the global market with innovation and quality. Today, under the new management team, Jorakay continues with a steadfast mission to maintain its leadership in the Thai market, expand into regional markets, enhance services with JORAKAY EXPERT, and build a lifestyle brand through K-Sera to drive business and deliver a livable and sustainable society for future generations under the concept "Build Today, Beyond Tomorrow."