SAM’s Debt Relief Campaign Assists Nearly 90,000 in First Three Days

Bangkok: SAM has announced that its "Pay Off Debt Quickly, Move Forward" campaign successfully reached nearly 90,000 participants within its initial three days of operation, marking a significant milestone in its efforts to address grassroots debt issues. According to Thai News Agency, the campaign, launched on January 5, 2026, was designed to aid individual borrowers with unsecured non-performing loans, including credit card and personal loans, whose combined principal and interest do not exceed 100,000 baht as of September 30, 2025. Ms. Nartnaree Rattapat, Managing Director of Sukhumvit Asset Management Co., Ltd. (SAM), highlighted that the program's robust response aligns with the government's Quick Big Win policy, which aims to assist over 1.2 million small-scale borrowers struggling with more than 43.6 billion baht in debt. The initiative is a collaborative effort involving the Bank of Thailand, the Ministry of Finance, and the Thai Bankers Association, emphasizing the collective recognition of small-s cale debt as a critical issue. The program offers two main debt restructuring options: the "Pay, Close, Done" measure, which allows a partial immediate settlement of the principal, and the "Installment Payment" measure, which permits repayment over a maximum of three years with interest waivers. SAM encourages interested individuals to register promptly, as the campaign is a limited-time project, and delayed participation could impact the repayment period. Source: Thai News Agency