In today’s business landscape, “Digital Transformation” and “AI” have become buzzwords embraced by organizations across industries. In logistics and freight transportation, the adoption of advanced software, warehouse robotics, and container tracking systems may seem like ready-made solutions capable of addressing every challenge.

Yet, in the real world, cargo does not always move according to a perfectly calculated equation.

When businesses face geopolitical tensions, volatile fuel prices, blank sailings, or sudden changes in customs regulations, what ultimately ensures that cargo reaches its destination safely and on time is not simply processing speed or technological capability—it is the capability and expertise of people.

This is one of the key insights from an interview featured on Business Builders by RX BITEC, with Mr. Chirapong Korkitsammakul, Head of Thailand Shipping & Logistics, and Ms. Juthanuch Buranasinwattanakul, Manager – Logistics Operation, two executives from UNITHAI, one of Thailand’s leading logistics service providers with more than five decades of experience.

1. Five Decades of Expertise: Beyond Moving Cargo to Managing Complexity

Since its establishment in 1976, UNITHAI has continuously developed infrastructure and services to support Thailand’s international trade. Its journey includes the launch of its own container terminal in 1997, the expansion of strategically located warehousing facilities along Bangna-Trad Road Km. 23, including a Free Zone, warehouses within the Chonburi industrial estate in the Eastern Economic Corridor (EEC), as well as integrated freight forwarding and customs clearance services.

However, what truly sets UNITHAI apart is not simply the scale of its warehouses or the volume of containers it handles. It is the company’s expertise in Project Cargo—the transportation of oversized and exceptionally heavy cargo.

These complex operations cannot be managed through a one-size-fits-all formula or by simply pressing a button powered by AI. They require careful planning, risk assessment, and the ability to design customized solutions tailored to each shipment, from beginning to end.

2. Passion & Creativity: The Human Equation Behind Problem-Solving

Moving cargo from Point A to Point B may appear straightforward on a map. In reality, the journey is filled with unpredictable variables. This is why the executives at UNITHAI place particular emphasis on two qualities: Passion and Creativity.

• Passion – The Drive to Solve Problems:
  In logistics, challenges can arise without warning. A shipment may become unexpectedly held by customs overseas, or the final available sailing may already be fully booked. Passion is what drives logistics professionals to keep searching for solutions rather than accepting that something is “impossible.” It is the determination to find the best possible outcome for the customer, even under pressure.
• Creativity – Thinking Beyond Conventional Solutions:
  Logistics during times of disruption requires the ability to think differently. If an established shipping route becomes unavailable, the question is not simply what has gone wrong, but what alternative can be created—whether through multimodal transportation combining sea, road, and rail, or through strategic use of Free Zone facilities to help customers manage tax obligations during periods of economic uncertainty. Creativity transforms constraints into opportunities.
• Corporate Culture – Empowering People to Think and Act:
  Building an organization that has endured for more than five decades cannot rely solely on top-down decision-making. It requires a culture that empowers employees on the front line to think independently, share ideas, and actively participate in solving complex challenges together.

Conclusion: The Tools May Change, but the Heart of Logistics Remains Human

Technology may enable us to process vast amounts of information in a fraction of a second. But in logistics—a business that connects people, cargo, and regulations across borders—the heart of problem-solving remains rooted in human creativity, expertise, and commitment.

Over the past 50 years, UNITHAI Logistics has demonstrated that investing in people and building a strong organizational culture can serve as one of the most powerful foundations for navigating crises, adapting to change, and sustaining business growth.

Ultimately, while technology continues to transform the way logistics operates, it is people, powered by Passion & Creativity, who continue to turn complex challenges into solutions—and help drive Thai trade forward onto the global stage.

TILOG – LOGISTIX 2026
ASEAN's Most Comprehensive Event on Logistics Technologies and Services for Warehouse Management, Loading, Packaging, Material Handling, and Transportation.

📅 Date: 19–21 August 2026
       Time: 10:00 – 18:00 Hrs.
📍 Venue: Hall 98, BITEC, Bangkok