But aside from lifting the living quality of employees, the company has gained more benefits from the efforts. As the world is growing more conscious of harmful activities and products, Wonderworld has been in focus when it comes to safe toys. Also, more consumers, particularly those in Europe and the US, are ready to buy products from responsible producers.
 Suthichai recalled the recognition in this concept when his company joined the fair in Germany about 5 years ago.
 "Our toys were nominated for the award on environment protection. Our concern for consumer safety also landed us many business deals a few years ago, when buyers from Europe, the UK and Japan shifted orders from China to us."
 Certainly, nobody foresees indirect benefits. However, Wonderworld Products is ready to proceed with activities to reduce business risks. With higher public awareness, volunteering becomes a "must". Suthichai noted that right now, the first question to companies which want to establish trade links with Europe is "how responsible you are to society?"
 "To them, CSR is a must, driven by consumer demand. Companies which could not deliver this would find problems. And this is also extended to all in the supply chain," he noted.
 Wonderworld Products' CSR covers innovation and employees. Now, it is minimising wastes and energy consumption. While this benefits the entire world, it would also reduce production cost and lead to a lower product price.
 The company has strictly followed the CSR code. It promises reasonable pay and respect for employees; pays attention to product design and production for safety and reasonable product price; minimise wastes; and offer faireness to all stakeholders - clients, partners and competitors. The extensive efforts reflect on the Eco series, which are made of environmental friendly materials and papers which are made of at least 70 per cent of recycled materials. The series, with 7-8 items, are also designed to teach children in the need of garbage segregation. Children are encouraged to save ice in the North Pole for penguins.
 Suthichai noted that sustainable CSR must come from the inside. The efforts must be natural and effortless. It starts from making employees understand how they can lend a hand in helping society.
 "This process is gradual and must not be forced. Then, this will lead to maximum benefits," he said. To him, it is important that a company's CSR programme is in line with the company's business culture.
 "In the business world, it's often asked what a business will gain from this and that. I don't think about it much. I'll do whatever that makes me happy and this happiness is extended to employees. People work so that they can use money to buy happiness. But wouldn't it better if we can be happy without using any dime?"