CP Foods Launches CPFresh National Durian Brand in China
CP Foods launches its CPFresh National Durian brand in China through partnerships with Thai government agencies, positioning Thai durian as a symbol of friendship while boosting the value of Thai agricultural exports in the Chinese market.
The Charoen Pokphand Group's China operations is advancing its strategy to boost the value of Thai agricultural exports in global markets by partnering with the Thai Embassy in Beijing, the Royal Thai Consulate-General, and Thai government agencies in China to promote the "CPFresh National Durian" concept. The initiative aims to elevate Thai durian from a quality agricultural product to a recognized consumer brand in China, while leveraging Thai food and cultural soft power to strengthen Thai-Chinese cooperation in economics, trade, tourism, and culture.
The festival opening ceremonies in Beijing and other major cities were recently attended by high-level representatives from both Thailand and China, including Ambassador Chatchai Viriyavejakul in Beijing, agricultural affairs advisor Prattakorn Thamnani, Thai Tourism Authority deputy director Suneerath Rujeemasai (Beijing office), CP Group China senior vice-chair Li Wenhai, and CP Group China CFO Paisarn Yangsomboon, along with Yang Gang and other executives.
Ambassador Chatchai Viriyavejakul stated that "Thai durian is not only the 'king of Thai fruits' but also the 'taste of friendship' that connects the hearts of Thai and Chinese people. We thank CP Group for its crucial role in expanding opportunities for Chinese consumers to experience the quality of Thai durian and Thai culture up close."
Yang Gang, CP Group China vice-chair and marketing director, noted that "CP Group, as the first foreign company to invest in China after reform and opening, remains committed to the '3 benefits' principle and leveraging its integrated industrial chain to connect agricultural trade, food, and culture between Thailand and China. The durian festival has evolved from a sales promotion activity into a platform for building Thailand's national brand value and a symbol of friendship between the two nations."
Over the past five years across major Chinese cities including Beijing, Guangzhou, and Changsha, the festivals have been well-received through durian buffet activities, Thai food markets, tropical fruit sales, CPFresh products, Thai cultural performances, durian parades, and online campaigns. The project's success reflects CP Group's role in using agricultural and food business capabilities to create added value for Thai agricultural products in global markets through the CPFresh brand while leveraging Thai soft power to sustainably drive Thai-Chinese economic and diplomatic relations under its "3 benefits" business principles.
