Thailand and UK Supermarket Chain Join Forces to Boost Product Promotion
In an effort to further promote Thai goods, particularly those that are environmentally friendly, the Commerce Ministry of Thailand has partnered with Wing Yip, the largest Chinese supermarket chain in the United Kingdom. Commerce Minister Pichai Naripthaphan and his team recently met with executives of Wing Yip Group in London to discuss ways to strengthen cooperation in exporting Thai goods to the UK and Europe.
Wing Yip, founded in 1970 in England by Woon Wing Yip, is known for being the leading supplier of over 4,500 authentic and quality ingredients from Asian countries, including Thailand. With superstores in Birmingham, Manchester, Croydon, and Cricklewood, the company generates over 4.5 billion baht in sales annually. Importing more than 1,000 products from Thailand each year, worth over 500 million baht, Wing Yip has a high demand for frozen foods, beverages, seasonings, canned goods, and jasmine rice.
Commerce Minister Pichai highlighted the potential for Thai goods to continue growing in the UK market, especially those with innovative packaging and eco-friendly characteristics. This partnership with Wing Yip is part of the ministry’s strategic initiative to expand the market for Thai goods in the UK and Europe. By working closely with UK importers and understanding their needs, the ministry aims to suggest appropriate Thai products to meet market demands effectively.
To further promote Thai products in the UK, the ministry plans to organize various activities both online and on-site, aiming to introduce new Thai manufacturers and expand the range of goods available to UK importers. Additionally, a branding campaign titled “Think Thailand Next Level” was launched to enhance the image and brand of Thai products and services in the UK market. The campaign includes a large billboard in London’s Piccadilly Circus and branding on London buses to stimulate British consumers and tourists to recognize and remember Thai products.
The United Kingdom has been identified as one of Thailand’s strategic markets for elevating the image and brand of Thai products abroad. Commerce Minister Pichai and UK’s Minister of State at the Department for Business and Trade, Douglas Alexander, signed a Memorandum of Understanding on a Closer Trade Partnership on September 18. This agreement marks a critical step in improving Thailand’s trading relations with the UK and sets the foundation for future discussions on a potential free trade agreement.
Currently, Thailand exports goods to the United Kingdom valued at 140 billion baht, with food products accounting for about 20% of the total. With the partnership between Thailand and Wing Yip, as well as the launch of the “Think Thailand Next Level” branding campaign, it is expected that the demand for Thai products in the UK market will continue to grow, benefiting both countries economically.
In conclusion, the collaboration between Thailand and Wing Yip, along with the strategic initiatives implemented by the Commerce Ministry, is set to boost the promotion of Thai goods in the UK and Europe. By focusing on environmentally friendly products, innovative packaging, and market demand, Thailand aims to expand its presence in the UK market and strengthen its trading relations with the United Kingdom.