[6] In 2001, Tob entered the University of the Thai Chamber of Commerce when he was 17, the same year his family encountered a financial crisis, resulting in bankruptcy and a debt of 10 million US Dollars.

To raise funds, he sold his gaming ID for a substantial sum and began brainstorming ways to utilize the proceeds to support his family's financial stability.

On the day he needed to sign the contract to rent a selling place at the shopping mall, Tob's father spoke to his friend and mentioned, 'My son is going to become a little boss.'

In just a little over a year, Itthiphat expanded the Tao Kae Noi chestnut franchise from one branch to over 30, enabling him to introduce other imported products in the storefronts.

Tob was interested in the seaweed business and initiated a trial sales effort by packaging them in plastic bags and distributing them to various stores.

[12] Each serving of Tao Kae Noi crispy seaweed big sheet in the classic flavor contains 21 kilocalories, 0.6 g of saturated fat, 20 mg of sodium, 0.6 g of protein (Nx6.25), 0.5 g of dietary fiber, and 0 g of sugars.

[13] Initially, Tob explored various product options beyond seaweed but soon recognized the need to establish a distinctive brand identity.

Inspiration struck when traders began selling Taokaenoi products in Singaporean grocery stores, indicating the potential for success in shopping malls.

Currently, Tao Kae Noi exports to numerous countries, including Singapore, Hong Kong, Taiwan, Indonesia, and more.

As part of this partnership, PAN ORION Corp. Limited acquired a 3.5% stake in Tao Kae Noi and was appointed as the exclusive sales representative for the Chinese market.

In 2020, Tao Kae Noi  decided to close its representative office in Shanghai, China, and shifted all communication channels to be directly managed from Thailand.