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Barom “Tay” Bhicharnchitr

Managing Director, Central Embassy

Barom “Tay” Bhicharnchitr was born into the Central Group, his family’s powerful retail empire. Educated in the United States, and still only in his early thirties, Barom was given the reins of Central Embassy, one of Bangkok’s most iconic retail landmarks. It was here that he founded SIWILAI, a Thai retail and lifestyle concept — located on Level 5 of Central Embassy — that includes Siwilai Store, Siwilai Café and the Siwilai City Club.