Apichai Chantanakajornfung sees music as a life-long journey through which a person can enjoy its beauty and discover his/her own self. Invited to perform in several notable guitar festivals, he enjoys playing as a soloist, in duo and especially in ensembles. Engaging with mind study through Buddhism, he applies this approach to music performance as well as daily life.

Presently, he is teaching at the Princess Galyani Vadhana Institute of Music and also serves as vice president of education service. His International Guitar Ensemble Competition organized yearly has become well recognized.