Her involvement with the Thailand-based music and arts festival Wonderfruit has more serendipitous origins. She met one of its founders, Pete Phornprapha, as the sun was rising in the middle of the Mojave Desert. “We connected over music, environmental issues, and our arachnophobia,” she wrote in an IG post. Shortly after, when Wonderfruit was embarking on its second year, Katrina came in as a business partner and co-producer. Pete is a Thai analog of Katrina—his father, CEO of Siam Motors Group, is one of the country’s richest men—and he splits his time between helping run his family empire, starting new ventures, and organizing the festival, which has become the largest of its kind in Southeast Asia.
“We saw that the music festival market was very crowded with event producers who were big-name driven, lineup-driven,” Katrina says. “We learned that the only way to survive in this competitive industry was to be experience-driven and values-driven.” Wonderfruit, aesthetically, is the lovechild of Burning Man and Coachella, with batik and bamboo playing a more prominent role than dusty chrome and flower crowns. Philosophically, it advocates for sustainable and mindful living, offering yoga and gong sound baths, celebrity chefs and healthy food trucks, seminars by tech innovators and environmental activists, and workshops on kombucha and adaptogenic mushrooms. A writer from Vice Asia calls it “New Age luxury for jet-setting crazy rich Asians.”
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