“Nippon Paint,” the innovative and high-quality paint brand from Japan, kicks off 2025 by reaffirming its position as Asia's number one paint brand and a true leader in Thailand with a commitment to “Customer-Centricity,” placing customers and users at the center of its values. The brand highlights three distinctive aspects that set it apart from competitors amidst intense competition, aiming to be the ultimate choice for house and building paint in the hearts of Thai people.

The standout brand values of Nippon Paint that have created strong market recognition include “Mr. Watchara Sirithichai,” General Manager of Nippon Paint Decorative Coating (Thailand) Ltd., who shares that Nippon Paint has consistently implemented strategies that emphasize brand values centered around “Customer-Centricity.” The brand is dedicated to developing “innovative paints” based on a deep understanding of all users, which Nippon Paint proves through its unique and unreplicable characteristics in three areas: Asia’s No.1 in production and distribution, Innovative Global Quality Standard, and Japanese Heritage. This serves as a unique selling point as “Paint Designed for You,” a brand that operates sustainably and sincerely considers quality to provide users with the best painting experience that reflects their identity.

Three Brand Values of “Nippon Paint” – Distinctive Identity Above the Market

Starting from the unique origin of Nippon Paint in Japan, it is well-known that Thai consumers trust and have confidence in Japanese products due to their high quality and excellent user experience. This is a significant strength of Nippon Paint as “the only true house and building paint brand established in Japan,” with a history of over 140 years, maintaining authentic Japanese work culture characterized by meticulousness, attention to detail, and thoughtful innovation to ensure high-quality products before they reach customers and users.

As a result of this approach, all Nippon Paint products are developed with “world-class quality standards,” certified by many renowned international organizations. For example:

  • Nippon Paint is the only building paint brand awarded by “Superbrands Thailand 2024,” an international platform from the UK that has been around for over 20 years, reflecting consumer trust in the brand.
  • All Nippon Paint building products are certified with LEED (Leadership in Energy and Environmental Design) and WELL standards, which certify designs for well-being in both physical and mental health.
  • One of Nippon Paint's flagship products is “Nippon Paint AirCare,” an ultra-premium indoor paint for health with a 15-year warranty, the first in Thailand to receive the GREENGUARD GOLD Certification from UL in the USA, awarded to products that meet low VOC emissions standards.
  • Nippon Paint products have received the “Green Label” from the Thai Environmental Institute, assuring consumers that they are using non-toxic building paints free from harmful substances like formaldehyde, lead, and mercury.
  • Nippon Paint products are certified with “Carbon Footprint of Products (CFP)”, indicating the greenhouse gas emissions throughout the product lifecycle, aiding in greenhouse gas management projects.
  • The exterior paint, led by “Nippon Paint Weatherbond,” an ultra-premium 15-year paint, is certified with the “High-Efficiency Energy Saving Label,” confirming that the wall paint reflects up to 99.5% of sunlight and dissipates heat by up to 90%, helping to cool homes and reduce indoor temperatures by up to 7 degrees Celsius, saving energy by up to 36.8%.

Furthermore, Nippon Paint's products have received numerous quality certifications from leading organizations both domestically and internationally.

Given that all Nippon Paint products are launched with world-class quality innovations and attention to detail in every step, it is no surprise that Nippon Paint has been “Asia’s No.1 Paint Leader” for over half a decade in both production and sales. Globally, Nippon Paint ranks fourth in sales across more than 28 countries, thanks to consumer confidence in choosing Nippon Paint to create beauty, safety, and durability for homes and buildings.

“Nippon Paint has one promise that we always uphold when developing products or services for customers, which is to ‘Create Innovation with Heart.’ This means that whatever we invent must be viewed from the customer's perspective, placing all users at the center (Customer-Centricity) to effectively solve customer problems. These principles are clearly reflected in all our paint products, whether it’s the health-focused innovative paint for interiors, the ultra-premium 15-year Nippon Paint AirCare, addressing consumer health concerns with zero harmful VOCs, or Nippon Paint Weatherbond, which offers great value for investment, lasting over 15 years with just one application,” said Mr. Watchara.

All of this is the difference that Nippon Paint will communicate to Thai consumers throughout 2025, ensuring that they remember Nippon Paint as “the best innovative and quality paint brand number 1 in Asia from Japan,” with the success indicator being ‘whenever they need building paint, Nippon Paint will be the first brand that comes to mind’ by 2026.

“Asia’s No.1” reinforces its authenticity as the ultimate house and building paint. Regarding marketing activities planned for 2025, “Mr. Narongrit Malainuan,” Marketing Director of Nippon Paint Decorative Coating (Thailand) Ltd., adds that this year the brand will continue to hold numerous activities throughout the year to communicate the unique brand values of Nippon Paint. These will include activities that allow customers to experience the properties of products that meet world-class quality standards and initiatives that integrate Nippon Paint into customers' lifestyles.

Nippon Paint does not keep customers waiting long, as the first activity of the year has already begun with a new advertising campaign “Asia’s No.1” that tells the story of Nippon Paint's identity and brand values, including its position as “Asia’s No.1 Paint Leader,” communicating its origins from “Japan,” and the “world-class quality” standards in the brand's flagship products, including Nippon Paint AirCare, the best health-focused innovative paint, and Nippon Paint Weatherbond, the exterior paint that keeps homes beautiful for over 15 years, featuring characters and usage examples that resonate with customers, including homeowners, painters, designers, and project developers.

This advertising campaign clearly conveys Nippon Paint's stance as the leading Japanese paint brand with the highest sales in Asia, innovating and creating quality products with a deep understanding of all users' needs, earning customer trust. No matter what color needs customers have, Nippon Paint can deliver the highest quality painting experience and reflect users' identities without limitations,” said Mr. Narongrit.

There will be many more great activities from Nippon Paint this year, covering all customer segments, including individual customers (B2C: Business-to-Customer) such as homeowners and painters, as well as business customers (B2B: Business-to-Business) such as designers and project developers, to ensure that Nippon Paint remains “Asia’s No.1 Paint Leader” and “the best innovative paint from Japan,” becoming the ultimate choice for building paint in the hearts of Thai people as targeted.