榴莲、咖啡、燕窝“焕新”走俏东博会

Brief (coffeeyo.com): At the 23rd China-ASEAN Expo, durian, coffee, and bird’s nest stayed hot sellers, and ASEAN merchants’ will to “export to China” through the expo kept strengthening — what changes is the product form and the playbook, what stays constant is that determination.

NANNING, Sept 20 (China News Service — reporter Jiang Xuelin) — At the 23rd China-ASEAN Expo (CAEXPO), durian, coffee, and bird’s nest continued to sell well, and ASEAN merchants’ willingness to “export to China” via the expo also kept strengthening.

This edition of the CAEXPO ran from the 17th to the 21st in Nanning, Guangxi. The durian brought by exhibitors was warmly received by the Chinese public. “This year we expect to sell about 200 units; at 10 kg each, that’s 2 tons of retail sales just at the expo, and sales have kept improving over the past two years,” said Taiwanese merchant Xiao Mingfeng, noting durian still sells strongly at this expo but competition is fiercer. In recent years the Chinese mainland has continuously broadened Southeast Asian durian import channels, adding source countries such as Cambodia and Laos; overall supply is ample and market prices are stabilizing.

Malaysia’s Durian Big Brother Co., Ltd. added many durian-derived products, trying to carve a differentiated path amid competition. Company executive director Huang Xueqiang explained they brought boxed frozen durian, Musang King ice cream, durian coffee, durian chocolate, Musang King pull-tea, cheesecake, and more.

The durian track is extending from fresh-fruit sales to deep processing, while ASEAN countries’ coffee products show another competitive shape. Huang Weiqiang, head of Southwest China sales at the Shanghai representative office of Vietnam’s Trung Nguyen Legend Group, said the group has exhibited at the CAEXPO for 23 consecutive editions. It set up its Shanghai representative office and first flagship store in 2018, and now has about 1 billion yuan (around 140 million US dollars) in China retail scale with 35 offline stores. In the coffee track, what stays constant is that old brands like Trung Nguyen attend yearly; what changes is that more and more Vietnamese SME coffee brands are exhibiting, with booths “hard to come by.”

This year even new faces joined the coffee track. At this CAEXPO, Timor-Leste appeared for the first time as a full ASEAN member state and co-host. Exhibitor Nuno said the coffee they brought was favored by the Chinese public: “It was our first time at the CAEXPO; we brought only 30 to 40 kg of coffee and, unexpectedly, it nearly sold out in under two days.”

The bird’s-nest pavilion also drew a large and stable roster of exhibitors, including many enterprises from Malaysia, Indonesia, and Vietnam. Vietnam’s Ninh Thuan Yan Jiayue Co., exhibiting at the CAEXPO for the first time, general manager Vu Thai Thuan said the company’s bird’s-nest products took just over a month from submitting materials to approval for export to the China market, and “customs clearance of the first batch took only a few hours.”

Chen Mingfeng, executive director of Malaysia’s Fengchao Group, said that since exhibiting at the CAEXPO in 2018 he has witnessed the shift in Chinese consumers’ demand for ASEAN bird’s-nest products: high-end dried-nest cups sold well in earlier years, while in the past two years demand has begun to segment, with younger consumers emphasizing the emotional value of bird’s-nest consumption. He has invested with partners in a factory in Qinzhou, Guangxi, building a Malaysia-China bird’s-nest industry chain.

At the CAEXPO, durian, coffee, and bird’s nest — common in recent editions yet different every year — what changes is the product form and the competitive playbook, what stays constant is ASEAN merchants’ strong will to “export to China” through this platform. (End)

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