A Study of the Unique Character of a Startup Entrepreneur: Reflections on Komsan Saelee, Founder of Flash Express, in the Netflix Mad Unicorn

Abstract

This study aims to examine the construction of the entrepreneurial identity of “Santi,” a startup entrepreneur character in the television series Songkram Songduan (Mad Unicorn), derived from Komsan Saelee, the founder of Flash Express, using a qualitative research approach. The study employs content analysis of the series' narratives across all seven episodes, streaming on Netflix released in 2025 and featured in an interview with 'Komsan Lee' on the CK Cheong YouTube channel (2025), titled 'Komsan Lee: Starting a Business Out of Resentment', drawing on character analysis and entrepreneurship concepts, and compares media representations with entrepreneurs' real experiences. The findings reveal that Santi's character is constructed as an entrepreneur across personal and social dimensions, reflecting a background of hardship that fosters strong internal motivation and the capacity to continually confront risks, conflicts, and uncertainties in the initiation and management of a startup. In addition, the character is portrayed as an ethical entrepreneur through their decision-making, actions, and relationships with others, reflecting a psychological structure grounded in fundamental mental foundations. In terms of management, Santi demonstrates the role of a change-oriented leader with strategic vision, capable of managing human resources, technology, organizational structure, and work culture in alignment with business growth. Compared with Komsan Saelee's case, the entrepreneurial image presented in the media is consistent with real-world entrepreneurial experiences in several respects, particularly in life motivation, opportunity recognition under constraints, and exposure to competitive pressure and unequal industrial structures. However, the study also identifies both positive and negative factors affecting the success and vulnerability of startup businesses, including leadership capability, innovation, and teamwork, as well as risks arising from competition, uncertainty, and capital concentration. This research contributes to an expanded understanding of the entrepreneurial role in startup businesses by examining the construction of entrepreneurial identity in media and its alignment with real entrepreneurial experiences, as evidenced by interview data.