Pranitan “Pete” Phornprapha is the CEO and president of Bangkok Komatsu Sales and the founder and CEO of events company Scratch First. In 2014, Scratch First mounted the first Wonderfruit Festival, an event that brings together art, culture, music, and lifestyle into a platform filled with stories and diversity. The primary objective of Wonderfruit is to promote environmental awareness, using entertainment as a medium. It has become a prominent edutainment platform in Thailand that has gained international attention, showcasing the country's diverse offerings.