Ms. Caroline Han is responsible for planning and expanding overseas markets. She conducts in-depth research on the laws and regulations of food import and export safety for various overseas countries and coordinates different departments in the R&D of export products suitable for multiple international markets, and has successfully created an overseas version of LIUZHOU LUOSIFEN that meets standards in Europe, the U.S., Japan, South Korea, Southeast Asia, and Halal markets. Meanwhile, she actively explores overseas market channels and sells products to countries and regions such as the U.S., Canada, Hong Kong, Singapore, Malaysia, Vietnam, Myanmar, and Thailand. Willing has even become the first brand enterprise in the industry to obtain dual Halal certifications from Indonesia and Malaysia, laying a solid foundation for its globalization.
In recent years, China’s food and beverage industry has experienced rapid growth and structural transformation, emerging as a significant force in the global market. With evolving consumer preferences and a rising focus on health-conscious choices, Chinese brands specializing in tea-based beverages, functional foods, and specialty snacks have gained traction both domestically and internationally, showcasing the unique appeal of Chinese culinary culture.
However, in an era of global economic integration, Chinese F&B brands face new challenges in their international expansion. Cultural barriers, strict market entry regulations, fierce global competition, and varying food safety standards all pose significant hurdles. As these challenges continue to shape the global landscape, it is crucial to explore breakthrough strategies and collaborative solutions that will drive the sustainable internationalization of Chinese brands.
The "Breaking Barriers & Winning Together: A New Era for Chinese Food & Beverage Brands Going Global" roundtable will bring together industry leaders to analyze the current landscape, exchange insights, and chart new paths for Chinese brands to thrive on the global stage.