Thai Brands Showcase Products at China Import Expo
Phutawan and MagMag exhibited Thai products at the 9th China International Import Expo in Shanghai, held November 5 to 10.
Updated on Nov. 7, 2026 in Tea
Thai small brands Phutawan and MagMag exhibited Thai products at the 9th China International Import Expo in Shanghai. Phutawan secured meetings with e-commerce and offline retail partners, though some talks remain in progress.
Why it matters
Phutawan currently relies mainly on physical stores in Thailand, while most of its sales in China are online, and China accounts for nearly 10 percent of its total sales. The expo gives both brands a route to reach more Chinese consumers as they seek expansion.
Phutawan's China sales are nearly 10 percent of its total and are mostly online, versus physical stores in Thailand. Chatchai expects those China sales to double this year from last year, though whether the expo talks produce deals has not been reported.
The players
Phutawan
A Thai botanical products brand headquartered in Samut Prakan province, near Bangkok.
MagMag
A Thai maker of preserved fruit, gummies and drinks that develops its signature preserved plum products in-house.
The details
Phutawan brought its range of Thai botanical products, made with red lemongrass from Mae Hong Son Province, to the expo. MagMag exhibited independently for the first time this year, showing preserved fruit, gummies and drinks, including mango-flavored preserved plums and plum-flavored sparkling water, and has set up a subsidiary in China.
Timeline
Seven years before the article, Phutawan began laying groundwork for entry into China.
Nearly a decade before the article, MagMag began preparing to expand in China.
November 5 to 10, 2026: 9th China International Import Expo held in Shanghai.
Culture Shift
Small Thai brands using the China International Import Expo to reach Chinese shoppers reflect a broader pattern of foreign food and drink makers pairing familiar local flavors with Chinese retail channels. MagMag's preserved plums with tropical fruit flavors, which give a traditional Chinese snack a Thai twist, illustrate that approach.
For shoppers in China, Phutawan's botanical products and MagMag's preserved plum drinks may appear in e-commerce and retail channels if the expo talks convert into partnerships. Consumers can compare flavors and ingredients, such as red lemongrass and mango-flavored preserved plums, as the brands expand.
The takeaway
Small Asian brands are using large trade expos to test demand beyond their home markets, and online channels may matter as much as physical retail. Readers interested in tea and drink products can watch whether these partnerships turn into available products.
Further reading
For more on drink-focused trends, explore our Tea coverage.
