Tan insists that his latest monthly data show Ichitan now capturing 40% of the market and Oishi behind at 38%.

FORBES: Thai Beverage Man Tan Passakornnatee Is On a Mission

Egashira N, Iwasaki K, Ishibashi A, Hayakawa K, Okuno R, Abe M, Uchida N, Mishima K, Takasaki K, Nishimura R, Oishi R, Fujiwara M.

FORBES: Chinese Medicine Infiltrates Scientific Publishing

In 2004, the year Oishi went public, net profits rose 2, 000%.

FORBES: Thai Beverage Man Tan Passakornnatee Is On a Mission

Japanese cuisine was largely the preserve of expats and Japanese tourists when he opened his first Oishi Buffet restaurant on Sept. 9, 1999 near Thonglor Road.

FORBES: Thai Beverage Man Tan Passakornnatee Is On a Mission

Uchida N, Egashira N, Iwasaki K, Ishibashi A, Tashiro R, Nogami A, Manome N, Abe M, Takasaki K, Mishima K, Takata J, Oishi R, Nishimura R, Fujiwara M.

FORBES: Chinese Medicine Infiltrates Scientific Publishing

Most OishiNewsStation posts consist of images of meals, Oishi drinks and the three handsome young TV actors appointed as brand representatives to compete with the captain for familiarity with consumers.

FORBES: Thai Beverage Man Tan Passakornnatee Is On a Mission

This one's from listener Michelle Oishi(ph) in Belmont, Massachusetts.

NPR: How to Weather a Rocky Economy

Scores of budget and luxury Oishi restaurant variations in Bangkok and elsewhere followed in the next four years, as well as Oishi Delivery, Oishi Skytrain kiosks and a chain of bakery cafes.

FORBES: Thai Beverage Man Tan Passakornnatee Is On a Mission

Oishi quickly won the ready-to-drink tea market, surpassing genuine Japanese brands such as Kirin and Pokka, and fending off foreign and local newcomers that also conveyed messages of a clean, green Japanese lifestyle.

FORBES: Thai Beverage Man Tan Passakornnatee Is On a Mission

Oishi was a business to make money.

FORBES: Thai Beverage Man Tan Passakornnatee Is On a Mission