Cherry Khemupsorn has utilised her influence as a skilled actress to advocate for environmental conservation, prompted by her firsthand observation of the drought crisis in Nan Province linked to deforestation. This experience led her to launch the "Little Forest" initiative, focused on planting trees, constructing check dams, and preserving local cultures and lifestyles. Her brand, Sirithai, initially established to support struggling agricultural villages during the Covid-19 pandemic, expanded its scope. While selling organic rice, Cherry identified an opportunity to tap into the market for handmade, made-to-order soaps using fresh rice bran oil. Sirithai emphasizes sustainability, fair business practices, and reducing single-use waste, with a commitment to community well-being and development. Cherry's core values—sustainability, community service, and happiness—were amalgamated through these endeavors. She further extended her impact with the creation of the social media platform "Little Big Green," raising awareness about a lifestyle that is "As green as you can." The platform also contributes to creating value for community products.