Thai beverage giant unveils new brand philosophy at CIIE

Executives of TCP Group, a leading food and beverage company in Thailand, said on Nov 5 that the company will launch more Red Bull products in China as it unveiled a new brand philosophy of "Energizing A Better World for All" at the ongoing fourth China International Import Expo.

Saravoot Yoovidhya, CEO of TCP Group, said in an interview, "As an international brand which has been deeply involved in the Chinese market for nearly 30 years, TCP has a special, long abiding affection for the Chinese market and our many loyal customers.

"Over two decades ago, my father, Chaleo Yoovidhya, established the first Chinese Red Bull factory in Hainan province, the Yoovidhya family's ancestral home, and later introduced the energy drink to the China market."Products of TCP, including Red Bull, were among of the most popular energy drinks in China since the 2000s.

Last year, despite the pandemic, the company pledged to invest 1.06 billion yuan ($165 million) in China over the next three years.

"We have long been committed to facilitating the development of stronger Sino-Thai relations, promoting bilateral trade, and playing a proactive role in helping to expand China-ASEAN strategic cooperation," said Yoovidhya.

He noted that China's participation in the Regional Comprehensive Economic Partnership, which is expected to take effect next year, will create favorable conditions from companies in the region to recover from the impact of the COVID-19 pandemic.

Supachai Junkeiat, president of TCP China, said the CIIE provides an important platform for new product launches. 

"Two years ago, one of the star products of our global 'House of Brands', the Red Bull Vitamin Flavor Drink was launched at the CIIE and quickly became a popular product among Chinese consumers," he said."The CIIE is now playing a key role in transforming China into a highly accessible market that is open to the whole world."