CEO Insights Magazine

In a profession often defined by convention, breaking the mould takes more than ambition; it demands instinct, adaptability, and the courage to lead from the front. Guiding complex client issues and influencing the business strategy as well as finding harmony between the legal precision and commercial intuition, the road to success in corporate law lies in understanding both the law and the enterprise.

This belief, that a modern lawyer must think beyond statutes, embracing the language of business, people, and opportunity, continues to shape one of Southeast Asia’s most agile and regionally connected practices under the leadership of Papon Charoenpao, Managing Partner of PDLegal Thailand.

Having been entrusted with client responsibilities and leadership opportunities early in his career, Papon has gained a keen sense of business and a strong sense of appreciation for mentorship and diligence. He was introduced to business development projects early in his career and thus learned to balance both legal acumen and strategic development; his ability to do so later became the keystone to his leadership.

Among his milestones, the successful opening of PDLegal's Bangkok office, which has already received several awards and rankings in less than two years since establishment, including ALB Firms to Watch Thailand, stands out.

Papon continues to contribute to PDLegal’s regional growth, and paving the way for cross-border collaboration as the firm expands its presence in Singapore, Thailand, Australia, and Malaysia, and further strengthens its reach through dedicated China, India, and Vietnam Desks.

We are delighted to engage in an exclusive interview with Papon, who takes us through his incredible professional and leadership journey.

How are you leveraging technology to enhance efficiency and deliver greater value to clients?

We utilize different technological tools and software, with a key focus on the effective integration of AI. As a firm, we recognize that AI is an inevitable part of the profession’s future, especially for younger associates who will grow alongside these technologies.

Rather than restricting its use, we focus on encouraging responsible and effective adoption through frequent training and knowledge sharing. We empower our staff to become proficient users of AI-driven tools such as ChatGPT, Copilot, and other emerging technologies, thereby enhancing efficiency and elevating the quality of our services.

What are the key challenges your clients face, and how do you tailor your advice to address them?

For many Thai businesses, funding is no longer the biggest obstacle; rather, it is the limited scale of the domestic market, which restricts how far they can grow. As a result, navigating the complexities of regional and international expansion becomes a critical challenge.

At PDLegal, we address this by guiding clients through cross-border growth strategies, supporting both inbound and outbound investments. Leveraging our regional footprint, we help clients navigate diverse legal frameworks and business environments across multiple jurisdictions, ensuring they expand confidently and sustainably.

How do you foster a culture that balances corporate law expertise with the agility to serve tech-focused clients?

We emphasize a client-centric and solution-oriented culture. Tech companies operate in fast-moving and often evolving regulatory landscapes, so I encourage my team to think commercially, understanding the client’s technology, business model, and strategic objectives.

We prioritise offering practical, legally sound solutions that support the client’s strategic goals. This approach ensures our advice remains business-driven, commercially relevant, and firmly anchored in the law.

What do you see as the next major innovation shaping the corporate legal services market?

In the short to medium term, the increasing adoption of AI and legal technology will likely reshape the legal job market. These tools are poised to transform how legal work is organised, delivered, and supported. As automation enhances research, drafting, and administrative functions, traditional firm structures that rely on large teams of junior lawyers and support staff are likely to become leaner.

What opportunities and challenges do you anticipate in advancing your vision?

The growing adoption of AI and legal technology pre­sents both significant opportunities and meaningful challenges in advancing our vision. With the growing use of AI and legal technology, the traditional time-based billing model is evolving.

Automation of routine tasks like drafting and formatting, once time-inten­sive, allows us to focus more on strategic, high-value legal work, while also enabling the adoption of more client-friendly pricing models such as fixed, capped, or hybrid fee structures.

Technology also strengthens our regional vision by enabling seamless collabora­tion between our offices in Singapore, Thailand, and Australia, our associate firm in Malaysia, as well as our dedicated China, India, and Vietnam Desks.

This digital connectivity allows us to deliver integrated, ef­ficient and scalable cross-border legal solutions.

At the same time, these developments present challenges that must be managed carefully such as client expectations, and investing in ongoing training to ensure our teams can confidently adopt new tools.

What advice would you offer to aspiring leaders in the legal services industry?

In the legal industry, technical excellence is the foundation - mastering the law and developing strong analytical skills early in your career is essential for building credibility. As one progresses, developing commercial awareness and having good interpersonal skills becomes essential, as the field thrives on relationships.

Stay curious, be adaptable, and cultivate the judgment needed to deliver legal advice that is not only accurate but commercially meaningful.

Papon Charoenpao, Managing Partner, PDLegal Thailand

A dynamic legal leader, Papon is driving regional integration, commercial innovation, and strategic growth in cross-border legal services across Southeast Asia.

Hobbies: Golf, Fishing, Diving

Favorite Book: Sapiens: A Brief History of Humankind by Yuval Noah Harari

Favorite Travel Destination: Phuket

Favorite Cuisine: Anything Asian

Awards and recognition:

Recognized in Asian Legal Business Firms to Watch: Thailand 2025

Recognized as a Notable Firm in M&A in asialaw 2025

Ranked in ALB Asia M&A Rankings 2025