From street vendor to tycoon: The story of Hong Thai herbal inhaler founder facing recall crisis over contamination

Thai Herbal Hongthai, often called just Hong Thai, on Oct. 29 issued a recall for a batch of its "Hong Thai Herbal Inhaler Formula 2" after authorities found microbial contamination exceeding safety standards in the product, as reported by Thai newspaper The Nation.

The firm said the issue only affected products from Lot 332, manufactured last year, and pledged to improve its production and tighten quality controls.

News of the recall quickly rippled across Thai social media, sparking thousands of comments from users expressing their dismay.

After all, many Thais are familiar with herbal inhalers. Widely available at just 20–50 baht (US$0.62-1.55), they are popular among students, office workers, and commuters who rely on them to stay alert or ease motion sickness and nasal congestion. The compact inhalers are also a favorite souvenir among foreign tourists.

At least 10% of Thai people use inhalers on a regular basis and the market for the product is valued at around 4.5 billion baht, according to Bertram (1958), a major producer of the product.

Amid the flurry of online reactions were many who said they had trusted the Hong Thai brand for years and urged the company to be transparent and take swift action to address the issue.

The attention was also turned to Theerapon – the 50-year-old man who started the company.

Theerapong Rabuetham, founder and CEO of Thai Herbal Hongthai. Photo from the company's website

Born in the Talat Phlu area of Bangkok’s Thonburi district to a poor family, Theerapong grew up in a cramped home shared between his father, a taxi driver; his mother, a housewife; and their six children.

"We even had to pay for a blanket in installments," he once recounted to Khaosod.

By the time he was 13, Theerapong was already fending for himself, taking on any work he could find, such as working in warehouses, delivering documents and designing flyers, to help support his family.

He also served in the military at age 20 and later returned to civilian life, only to face repeated job rejections due to his lack of a degree. Undeterred, he began selling small items, from pork cracklings to chili paste, just to make ends meet, according to the Bangkok Post.

One day, while flipping through a newspaper, he came across an advertisement for a course on making herbal inhalers. He decided to sign up despite having barely any money left.

"The course cost only 200 baht, but it changed my life," he said.

At first, Theerapong’s herbal inhalers went largely unnoticed. He mostly sold them at local markets and gas stations, but business was slow. After several failed attempts, he decided to take a break to rethink his approach.

Then one day, a gas station employee asked him, "Where have you been? Customers are looking for your product." That simple question made Theerapong realize his inhalers had started to gain a following.

He resumed production with renewed determination, refining the formula, adjusting the scent and selling to more markets across Bangkok. His products were packed in plain white plastic tubes without labels, but their unique fragrance left users feeling refreshed and relaxed.

"It was that very scent that kept them coming back," he said.

Theerapong’s fortunes changed. From selling only a few dozen bottles a day, he began receiving larger orders, with one asking for 600 bottles to be used as souvenirs. It marked a turning point that took the Hong Thai name beyond small local markets and set the stage for a "Made in Thailand" herbal brand to reach a global audience.

Hong Thai herbal inhalers. Photo courtesy of the company

More than two decades later, Hong Thai has grown into a full-fledged herbal product company offering inhalers, balms, creams and massage oils. Its signature line, commonly referred to as the "green Hong Thai," remains the best known among loyal fans.

"We blend traditional essential oils and herbs to create a soothing, refreshing, and relaxing sensation, and that is what customers love," he said.

Hong Thai’s popularity has even attracted celebrity fans, including Lisa of South Korean girl group BLACKPINK, actor Chris Hemsworth, rapper Central Cee and some Thai athletes at last year’s Olympics.

Theerapong once shared that success comes not from perfection but from the willingness to learn and grow. He recalled facing criticism almost every day in the company’s early years but that, he noted, helped him improve "over 500 times."

In response to the recent issue, Theerapong said his company decided to recall all affected products for disposal, according to Matichon Online.

He noted that this was the first mishap in Hong Thai’s 20 years of operation and that it involved only the "Formula 2" product. The company is working closely with Thailand’s Food and Drug Administration.

Experts say the FDA’s stricter standards and its decision to publicly release test results mark a positive step toward greater transparency in Thailand’s herbal industry. How Hong Thai handles the incident will reflect the brand’s resilience, they added.