Dressed in a Tan Man superhero costume topped by a trademark captain's cap, Tan Passakornnatee, the founder of bottled green tea maker Ichitan Group listed his company in April, raising $120 million and earning a spot among Thailand's richest. Ichitan outsells rival Oishi, which Tan founded but sold to Charoen Sirivadhanabhakdi (No. 3) in 2010. Marketing genius, Tan created pre-IPO hype for Ichitan by offering iPhones, Porsches and gold as prizes in a lucky draw.