SweCham’s new Director aims to drive innovative change

Swedish native Anna Olsson-Moore may just be finding her feet, but she already has a clear set of goals to drive the Thai-Swedish Chamber of Commerce into a brighter future, using her previous experiences with working internationally.

“It was not like dipping my toe in, it was more jumping in right away,” Anna Olsson-Moore says of her first month as the new Director of the Thai-Swedish Chamber of Commerce (SweCham). A busy month, as she describes it. Diving right into everything – from the recent Sustainability Expo to planning the upcoming gala dinner for SweCham’s 35^th anniversary.

“Luckily, I have a fantastic team, from my administrative officer and my event and marketing manager. They have been my rock since I started, and I’m so happy to have them,” she shares.

A lot of hands have been shaken, since Anna Olsson-Moore took on her new role, meeting different members of the chamber. On November 9, Thai-Swedish Chamber of Commerce is celebrating its 35th anniversary with a special Gala Dinner in Bangkok, inviting members and partners to celebrate this milestone. While the new Director is excited about the traditional Swedish food and ABBA music, she also highlights the opportunity to connect with chamber members. This event not only strengthens the community but also paves the way for future collaboration and innovation as Anna Olsson-Moore looks forward to building meaningful relationships that will enhance the chamber’s mission.

Shaping SweCham’s future

It was the potential to make a difference – both for the members and in shaping the Chamber’s future direction, that caught Anna Olsson-Moore’s attention. To her, the position as Director felt like the ideal combination of challenge and impact, and that’s what sealed her decision.

“You come to a point when you want to see a different challenge. I wanted a different environment as well. And when this job came up, I felt like it would align with my personal skills and my own career goals and how I want to develop. I also kind of wanted to get back into working with enhancing Swedish opportunities in Thailand. And it feels kind of nice to come home,” she says smiling.

Highlighting innovation and sustainability as common goals for Sweden and Thailand, the new Director will be focusing on supporting initiatives around sustainability and innovation-driven projects that align with the future of business, as well as representing the Chamber’s members.

“I think I can drive this chamber into a brighter future with more diversity and more innovation together with the Swedish companies. I want to work on seminars and workshops that benefits and covers the needs for our members and represent their interests on issues that impact their operations, such as regulatory changes, industry challenges, and new trade agreements.”

The Swedish Chamber of Commerce was inaugurated in 1989 by Their Majesties HM King Carl XVI Gustaf and HM Queen Silvia of Sweden. For 35 years the Chamber has been promoting and advocating for Swedish Business Interests in Thailand, representing companies of various sizes, from multinational corporations to small start-ups.

“It has deep roots. In a way, it’s big shoes to fill,” she notes.

In the future, Anna Olsson-Moore hopes to strengthen SweCham’s member engagement by deepening connections and creating clear value for new and existing members, making the chamber a central resource for business support and opportunities. She envisions building more strategic partnerships that bridge key players in Sweden and Thailand, fostering government and industry connections to drive mutual growth.

“Ultimately, I want to build SweCham’s visibility as the premier business chamber for Swedish companies in Thailand,” she shares.

Blending cultures

Anna Olsson-Moore has been living and working in Thailand for 13 years, where she’s developed a deep understanding of the country, its culture and professional environment. When asked what attracted her to the country 13 years ago, her answer is simple.

“I always enjoyed travel and I kind of felt that I wanted to do something more. I wanted to stretch my legs, so when I got the opportunity to work in Thailand, I jumped on it.”

Before moving to Thailand Anna Olsson-Moore both held roles as a marketing manager, art director, and even a construction painter, always drawn to new experiences.

“I worked in construction for many years as a painter. I had my own working outfit, and I did wallpaper and plaster. It’s a very hard job to do. I’ve never been so fit in my life!” she says laughing.

It was a time in her life, where she didn’t really know what to do. She needed a job and didn’t really think much about it. Still, it gave her a diverse background, which she feels benefits her.

“It’s good because I picked up a little of everything along the way, and then I blend it to take the knowledge from all these diverse jobs and it kind of turned me into the person I am today and how I operate. It helps me communicate with all sorts of people. I feel I can connect with people in different environments.”

Working internationally has also broadened Anna Olsson-Moore’s perspective on business, challenging her to keep learning and adapt her approaches.

“I really, really like the international and global environment I’m working in now and worked in previously as well. It changes my worldview and approach to business. Sometimes you might stay in the same environment, in the same bubble, but working in such a multicultural international environment, it kind of burst bubbles and you start looking with fresh eyes on new things how you can approach them.”

Anna Olsson-Moore’s approach to life and her career has for the most part been driven by her natural energy and desire to learn new things. Working internationally for many years, she clearly sees differences in cultures. But she sees it more as an opportunity to learn from each other, rather than an issue.

“I think Swedish people are very forward people, and in the Nordics our communication style is very different. We’re quite transparent and I think Thai people are adapting very well to this now. Especially with the young people coming in that maybe studied abroad, change is coming. On the contrary, Thai people have a very strong work ethics. I’m quite impressed, and I’ve noticed it’s way beyond any Nordic countries when it comes to work ethics.”

Over the years she has learned a lot from Thai culture, picking up knowledge from different people. It’s been challenging but looking at it now, Anna Olsson-Moore is sure that blending different cultures and approaches can benefit multicultural workplaces, such as SweCham. This belief drives her commitment to fostering collaboration and innovation in her new role, and it encapsulates her vision for the chamber moving forward.

“By blending a bit of Thai culture with Nordic, Swedish culture, we create a powerful working environment for a multicultural chamber,” she reflects.

“When you adapt to the local culture and bring in your own, you build something very strong. That’s how I approach most things today.”