On September 14, 2023, Bright Vachirawit, a Thai actor and model, officially launched his own Entertainment Label, Cloud9 Entertainment. During a launch event held in Bangkok (9/27), Bright revealed that his goal is to nurture Thai artists to reach international prominence. "I'm not competing with anyone," said Bright. "I'm competing with myself to create better work. I'm ready to collaborate with everyone to grow the Thai market." Bright stated that he and Cloud9 Entertainment will focus on developing artists prepared to work at the international level. He also expressed his desire to create a happy and productive work environment. Currently, Bright is the sole artist under the umbrella of Cloud9. He mentioned that the company is still in the process of forming teams and systems, and he intends to be a "guinea pig" to test these systems before signing contracts with other artists.