Red Bull owners trumpet investment in Chinese market

Thailand's TCP Group, the creator and owner of the Red Bull brand, said its accumulative investment in China has exceeded 4.36 billion yuan ($590 million), as it showcased its latest products at the ongoing China International Import Expo (CIIE) in Shanghai on Thursday.

The investment includes two major manufacturing projects — the Red Bull beverage production bases in Sichuan province and Guangxi Zhuang autonomous region. The Sichuan facility, with a total investment of 2 billion yuan ($281 million) and an annual capacity of 1.44 billion cans, is TCP's largest and most advanced production site in China.

TCP Group CEO Saravoot Yoovidhya said: "China's high-level opening-up and complete industrial ecosystem have made it a magnet for global investors. We believe investing in China means investing in long-term certainty.

"The CIIE has become a vital bridge connecting China with the world and strengthening our confidence to grow with the Chinese market," he added.

Thailand is serving as the guest country at this year's CIIE, as it celebrates the 50th anniversary of the establishment of diplomatic relations with China. As part of its exhibit, TCP has brought its "House of Great Brands" display and presented new Red Bull innovations and a special drink featuring twin dragons and cultural motifs symbolizing cooperation and harmony.

Zeng Senhong, president of TCP China, said: "Since joining CIIE in 2019, TCP has made the transformation from exhibitor to investor.

"Each year, we witness the vitality and momentum of the Chinese market. This platform has accelerated the launch of Red Bull products and deepened our long-term commitment to China."

TCP's participation in CIIE has helped it test and localize new products tailored for China's dynamic consumer market. Its Red Bull vitamin flavored drink, first introduced at the 2019 CIIE, has become popular in the country.

"With the Belt and Road Initiative and the Regional Comprehensive Economic Partnership bringing more integration to the region, TCP will continue expanding investment and innovation in China," Saravoot Yoovidhya added.