"It is up to you to help us persuade the public in both countries that this is a win-win situation," he said.

Surayud spoke a day after signing the deal with Japan, the kingdom's largest investor. The pact scraps tariffs on 97 per cent of Japanese exports to Thailand and 92 per cent of Thai exports to Japan within 10 years.

The agreement was originally negotiated by Thailand's business-friendly elected prime minister Thaksin Shinawatra, whom the army ousted in September.

The deal has triggered fresh street protests in Bangkok -- led by activists who had campaigned against Thaksin -- charging that Japanese companies would turn the kingdom into a dumping ground for toxic waste.

Many foreign investors have also been wary about protectionist policies, including controversial currency controls, pursued by the military-appointed government.

Surayud reassured Japanese business leaders that Thailand was stable and that he was committed to holding elections in December.

"This trip I hope will confirm to you once and for all that we are serious about such a commitment" to promote business, Surayud said.

Japan has longstanding political and economic ties with Thailand. It was the first post-coup visit to a Group of Eight nation by Surayud, who has not travelled to any Western nations as premier.

Thai Commerce Minister Krirt-krai Jirapaet said that the kingdom was trying to "strike balance" between liberalisation and regulations.

"We have no intention whatsoever to erect a barrier or to provide more restrictions," the minister told the business leaders.

"Your legitimate concern will be taken into account. That said, I would also like to ask you to honour and respect our right to regulate."

Agence France-Presse