Tanachira Retail Corporation Public Company Limited, the operator of HARNN, a premium beauty and lifestyle brand focused on health and beauty, led by Mr. Tanapong Chirapanidchakul , Chief Executive Officer, together with the executive management team, has officially signed an agreement appointing ACE M&T Co., Ltd. from South Korea, represented by Mr. Charlie Ahn , Chief Executive Officer, as the sole and exclusive distributor of HARNN products in South Korea for a period of five years. The agreement stipulates a minimum total purchase value of THB 165 million throughout the contract period, covering both offline and online distribution channels.

ACE M&T Co., Ltd. is a South Korean company specializing in the distribution of consumer goods, with expertise in bakery and snack products. The company also has an established distribution network through leading convenience store chains in South Korea, reflecting its experience and understanding of local distribution systems and consumer behavior. ACE M&T plans to expand its business from the food sector into the Beauty & Wellness category, recognizing HARNN's potential and distinctive positioning in offering a holistic wellness concept that emphasizes balance and well-being in everyday life. This aligns with the brand direction and business development strategies of both companies.

This agreement marks another significant milestone in HARNN's international expansion, with a focus on building brand awareness and expanding its customer base in South Korea, one of the world's key markets for the beauty and lifestyle industries. This expansion will be driven by collaboration with a business partner that possesses strong expertise and a deep understanding of the local market.

Under this agreement, the Company expects to begin recognizing revenue from this collaboration in 2027, marking the first year of operations. This reflects the strategic plan to establish HARNN's brand presence in South Korea and subsequently drive sales growth in line with the company's targets.

The collaboration between Tanachira Retail Corporation and ACE M&T Co., Ltd. underscores both companies' commitment to bringing HARNN to a wider international audience. Through this partnership, HARNN aims to introduce its unique brand identity, quality products, and holistic health and beauty experiences to South Korean consumers, reinforcing its vision of sustainable business growth and elevating Thai brands onto the international stage.