On June 19, 2024, Sasin Management Consulting (SMC), Sasin Japan Center (SJC), Mitsubishi Research Institute, Inc. (MRI), and MU Research and Consulting (Thailand) (MURCT) signed a Memorandum of Understanding (MoU) with Bank of Ayudhya (Krungsri) and Krungsri Finnovate (KFIN). This strategic partnership aims to build a collaborative network to enhance knowledge and expertise in supporting startup businesses, fostering innovation, and solving social issues. Krungsri, one of Thailand’s largest commercial banks and a member of Mitsubishi UFJ Financial Group, Japan’s largest financial group and one of the world’s leading financial groups, brings a robust global network and extensive resources to the table, which significantly strengthens the collaboration. Mitsubishi Research Institute (MRI), a leading think tank and consulting firm in Japan, offers comprehensive research, consulting, and IT services across various sectors. As part of the Mitsubishi Group, MRI aims to resolve societal issues and build a sustainable, prosperous world through its innovative solutions and expertise. MU Research and Consulting Thailand (MURCT), a subsidiary of Mitsubishi UFJ Research and Consulting, provides research and consulting services primarily to support Japanese businesses operating in Thailand and other Southeast Asian countries. The MoU focuses on promoting the Japan-ASEAN innovation ecosystem for startups through collaborative activities such as seminars and workshops. By leveraging the strengths of each partner, the goal is to support Japan-ASEAN startups, create a virtuous cycle for their activities, and address social challenges. This agreement is expected to enhance Sasin’s branding in Japan and provide significant support for startups in the region. The MoU signing ceremony coincided with the “Japan-ASEAN Start-up Business Matching Fair 2024,” further emphasizing the commitment to fostering innovation and entrepreneurship. Through this partnership, all parties aim to create a dynamic and supportive environment for startups, promoting mutual expertise and contributing to the broader goals of economic and social development.