Peach Pachara: heir to Thailand's fifth wealthiest family

Actor Peach Pachara, scion of Thailand's fifth richest family, the Chirathivats, founded a successful food company chain and starred in hit films like "The Billionaire" and "Hormones."

On 3/7/2025, Forbes magazine released its list of Thailand's 50 richest families, placing the Chirathivat family, owners of Central Group, at number 5 with a total wealth of 8.6 billion USD (278 billion THB). The conglomerate's five core businesses are retail, wholesale, real estate, hotels, and restaurants. As a fourth-generation heir, 32-year-old actor Peach Pachara (Pachara Marcel Chirathivat) is frequently mentioned in the media.

In an article titled "Peach Pachara, the billion-dollar business heir - from actor playing a startup role to real-life entrepreneur," Bangkok-based Today newspaper reported that from a young age, Peach Pachara, along with his older sister Pear Pimpisa and younger sister Pine Kemna, faced pressure and scrutiny as members of the Chirathivat family. He was exposed early to business principles, accompanying his parents to numerous high-profile events.

His father, Thirayuth Chirathivat, is the CEO of Centara Hotels & Resorts and leads several subsidiaries of Central Group. His mother, Chanadda Bhidayasiri (also known as Som Chanadda), owns a series of high-end jewelry and watch brands and is considered a powerful businesswoman. Both parents expected Peach to follow in the family business, but they couldn't suppress his passion for music and acting. They agreed to let him enter the entertainment industry, thinking "he probably just wants to dabble," but Peach Pachara aimed to transcend his family's shadow.

In February 2011, at the age of 18, Peach made his film debut in "SuckSeed," a comedy about three high school students who form a rock band to attract girls, despite their limited talent. In October of the same year, he made a splash starring in "The Billionaire," directed by Songyos Sugmakanan and based on the true story of Itthipat Peeradechapan, founder of the Tao Kae Noi seaweed brand. Playing Top, a 17-year-old obsessed with gaming, averse to studying, and eager to get rich, Peach Pachara received critical acclaim for portraying the character's naivete during his startup phase and his maturity as he became one of Thailand's top 50 richest entrepreneurs.

Peach starred in "The Billionaire" at 18, the highest-grossing film in Thailand in 2011. Photo: GTH

Peach starred in "The Billionaire" at 18, the highest-grossing film in Thailand in 2011. Photo: GTH

Two years later, director Songyos Sugmakanan again cast Peach in "Hormones," the top-grossing film of 2013. Praised for "breaking the mold of Thai television," the series depicted taboo issues of adolescence, including school violence and teen sexuality. Peach played Win, the most handsome and popular boy in school, who falls into a world of drugs, nightclubs, and complicated relationships. "I researched the lives of many characters," Peach said on Sanok, "trying to feel their experiences and incidents I've never encountered." Initially planned for one season, the series' popularity led the director and screenwriter to extend it to three.

Peach Pachara in "Hormones". Video: GTH

Peach Pachara in "Hormones". Video: GTH

He continued to dominate both the big and small screens with "The Swimmers," "Bike Man," "I Fine..Thank You..Love You," "Single Lady," "The Musical," "The Couple," "Cinderella Chef," "The Curse," and "Faceless Love." Peach also composed music and sang the soundtracks for most of his films. He was a coach on the first season of The Face Men Thailand.

Trailer for "Bike Man" starring Peach. Video: Workpoint Entertainment - M Pictures

Trailer for "Bike Man" starring Peach. Video: Workpoint Entertainment - M Pictures

While acting, he graduated with a degree in International Business Administration from Chulalongkorn University, Thailand's most prestigious university, in 2015, and earned a master's degree from Oxford University in March. He then founded his own businesses, operating independently from the Chirathivat family.

Before turning 20, he established and managed a film score production studio and consulted for the live concert series Viveka & Vehement Recording and Live Music Production. After graduating, he borrowed money from his parents with a low-interest promissory note and opened Rocks PC. Initially, Peach Pachara and his childhood friends brought the Potato Corner brand, famous for its French fries, from the Philippines to Thailand. With a total capital of 6 million THB (4.8 billion VND), the first store opened in April 2016, and now there are 115 branches nationwide. In 2024, the company earned 790 million THB (632 billion VND), with a profit of about 62 million THB (49.6 billion VND), a 65.93% increase year-over-year. He repaid his parents within two years.

A lover of fresh noodles, he co-founded the Khao-So-i restaurant in Chiang Mai, subsequently opening branches in Bangkok and London. According to Today, all three restaurants were packed from their opening days. He also invested in a high-end coffee chain where customers often wait hours for their orders.

In addition, Peach Pachara is the CEO of ORa Social Enterprise, a social enterprise providing chilled food and supporting the unemployed, low-income, and malnourished. According to Prestige, Peach directly oversees R&D and collaborates with F&B businesses, government agencies, and charities.

He also serves as an advisor to the Deputy Governor of Bangkok, overseeing school lunch reform for the Bangkok Metropolitan Administration, according to Prestige. Since 2016, he has been a UNICEF ambassador in Thailand, advocating for youth.

Prestige Thailand has listed him five times in its 300 High Flyers (2019, 2021, 2022, 2023, and 2024), honoring young individuals who innovate, disrupt, and reshape their industries, contributing to Thailand's economic and social transformation.

Prestige featured Peach as a successful entrepreneur in 2019 and 2023. Photo: Prestige

Prestige featured Peach as a successful entrepreneur in 2019 and 2023. Photo: Prestige

Peach is also admired for his philanthropic work, supporting children with brain cancer and other serious illnesses. Every year on his birthday (10/5), he donates medical equipment to hospitals.

Peach is currently dating model Minnie Lin. He previously dated singer Note Panayanggool and then "mixed-race beauty" Patricia Good. Despite his busy acting and business schedule, Peach pursues his hobbies of photography and reading. In late June, he traveled to Africa to photograph wildlife, later posting the photos on his social media with the message: "A long-held dream finally came true."