As U.S. manufacturers face growing pressure to diversity outside China, Thailand is gaining ground as a hub for advanced manufacturing, with policies that allow 100% freehold land ownership and support long-term investment
In this Q&A, Osamu Sudo, the acting chief marketing officer of industrial estate developer Amata Corporation, explains how the company’s “smart cities” help international manufacturers succeed in Southeast Asia.
The following transcript has been edited for clarity and length.
Nolan Beilstein (NB): What message do you have for American manufacturers or tech firms that are reconsidering their global footprint?
Osamu Sudo (OS): ASEAN includes 10 member states in Southeast Asia and represents a population of over 677 million people. In 2023, ASEAN’s trade-in goods totaled $3.5 trillion. Trade in goods between ASEAN and the U.S. alone was worth $520 billion.
Geographically, Thailand is at the heart of ASEAN. From the capital Bangkok, major cities across the region are within just one hour’s flight.
In 2023, the U.S. and Thailand marked 190 years of diplomatic relations. In 2024, U.S. goods trade with Thailand totaled $81 billion. The U.S. also contributed $786 million in FDI in 2024, according to the Thailand Board of Investment (BOI).
Additionally, the Eastern Economic Corridor (EEC) builds on decades of industrial planning, transforming Thailand’s eastern coastline into a hub for export-oriented industries.
With pro-investment policies and a business-friendly government, Thailand offers American investors long-term advantages. In addition to tax incentives granted by the BOI and the EEC, manufacturers operating in industrial estates in partnership with the Industrial Estate Authority of Thailand (IEAT) can benefit from 100% freehold land ownership.
Amata’s flagship site, Amata City Chonburi, is strategically located within the EEC, just one hour from Bangkok and from Laem Chabang, Thailand’s busiest deep-sea port. Spanning over 40 square kilometers and home to more than 800 factory and commercial tenants, it is Thailand’s largest industrial city by scale and ecosystem.
Amata City Chonburi features full city-like infrastructure, including hotels, hospitals, a shopping center, schools, a golf course and more.
American companies can thrive in this sustainably developed, continuously evolving environment that puts the needs of customers first.
NB: As the U.S. announces and threatens new tariffs, how does Amata help companies change their export strategies?
OS: Many of our customers are considering adjustments to their export models through their global networks, diverting trade routes. As manufacturers are part of complex supply chains, increased costs are often passed along and negotiated throughout the value chain, ultimately being absorbed by end customers.
At Amata, we actively collaborate with various government agencies to help our tenants access valuable business matching opportunities and share timely and relevant information. While we are not in a position to be directly involved in each company's individual business strategies, we remain committed to supporting our customers as much as possible within the scope of our responsibilities.
Amata City Chonburi features full city-like infrastructure, including hotels, hospitals, a shopping center, schools, a golf course and more.Amata Corporation
NB: How does Amata's smart cities address new challenges for industries like electric vehicle batteries, artificial intelligence data centers and advanced electronics?
OS: Within the Amata Group, we have formed joint ventures with experts in utilities provision, such as partnering with B. Grimm Power Group to establish co-generation power plants under the Small Power Producer (SPP) scheme.
These joint ventures provide a full range of utilities, from power, natural gas and industrial gases to 5G telecom infrastructure, as well as comprehensive water and wastewater management services.
As we continue expanding our industrial cities, we also develop and grow our utilities business. This includes exploring renewable energy sources, such as floating solar power generation, implementing smart grid infrastructure and enhancing water resilience through water reclamation.
We continuously adapt and adjust to meet the evolving demands of investors and specific industry sectors seeking to establish businesses at Amata. However, I want to emphasize that, under strict environmental compliance, not every business qualifies to set up at Amata.
Smart infrastructure is central to our strategy, enabling us to optimize resource planning and conserve resources. As a listed company, we operate under an ESG framework and continuously adjust to align with new global standards and requirements.
NB: Amata translates to “eternity” in Sanskrit. How does Amata promote lasting relevance for manufacturers as investor preferences, national policies and geopolitical tensions change?
OS: Our Smart City development is quite unique because our vision is always long-term. If we just focused on providing industrial land and quickly selling it, it would be more profitable in the short term.
But we provide the value-added commercial facilities that contribute to the convenience of our tenants and local communities. In addition, our utilities, such as water and power, are the highest standard and we focus on sustainability.
Regarding the current global situation, I would say that trade has always found its way, and the world cannot function without it, even though many countries are moving toward more protective measures.
This also applies to supply chains, which are globally interconnected and have been built over decades. They cannot instantly change due to tensions or political policies of individual countries. However, volatility has increased.
For Amata, the industrial estate business remains our core focus. However, through our group, we also provide services and explore mixed-use developments to complement the industrial cities. New locations in the region, such as our upcoming smart and eco city in Laos, will offer investors fresh opportunities and choices.
NB: In a previous interview, you mentioned that more Chinese companies are now investing in Amata, compared to the past when most were Japanese. Why is this happening and how does Thailand offer a neutral position for investors?
OS: When we look at the number of investment applications to the BOI and the total amount of investment, Japanese companies remain active. This indicates that many ongoing projects are expansions by companies already operating in Thailand.
On the other hand, investments in Amata are often new business ventures that require land acquisition, which is a major reason why we are seeing a growing number of investments from Chinese-speaking companies.
Secondly, with the rise of new industries and technologies, some countries are advancing faster than others. Today, with Thailand’s policy to produce 30% electric vehicles by 2030, new players, mainly Chinese EV manufacturers, have entered the market.
We are also seeing a growing trend of Chinese-speaking investors leading high-tech electronics investments in the region.
This shift has also been driven by the U.S.-China trade war and COVID-19 lockdowns, which prompted many investors to seek production bases outside China, often adopting a "China Plus One" strategy.
Looking ahead, we believe the future for manufacturers is here in Southeast Asia. The region is attractive not only as a consumer market but also as a strategic export base to global destinations. Demand will continue to grow. Thailand maintains a neutral international stance and is free from major geopolitical conflicts. Vietnam is also drawing strong foreign direct investment, particularly in general manufacturing.
NB: You and your family live near Amata’s flagship developments in Thailand. How does your experience show the work-life balance Amata wants to provide for international executives and investors?
OS: I am married with two daughters who attend a nearby international school, and we live just a short drive from Amata City Chonburi. I represent the type of executive who works at the Amata location while enjoying an expat lifestyle, without the burden of a lengthy commute.
Osamu Sudo, acting chief marketing officer, AmataAmata Corporation
