“Think before you print” has become the global catchphrase for environmental protection. As a result, paper companies around the world are encountering unprecedented challenges. However, a good example of business sustainability has been created by a Thai company known as SCG Packaging. The company was supposed to cease to exist long before, but it managed to survive by adopting a sustainable business model. The sustainable business model is a long-term company development strategy that prioritizes customer and firm values while also considering societal and environmental needs in how business is performed (Bocken, et.al., 2019). Although SCG Packaging is successful in various countries of the Southeast Asian (known as ASEAN countries) region, the question remains: what should SCG Packaging do to enhance its business sustainability, while ensuring its strategic position and maximizing profitability? Furthermore, despite the fact that the food packaging industry is growing at an exponential rate around the world, particularly in the ASEAN region, the company lags behind in the race for sustainable food packaging. What advice would you give to SCG Packaging in order to ensure the company’s long-term sustainability and increase its market share in the packaging industry?