A Warm Encounter – Building a Bridge of Friendship at the Shanghai Xiaodianxing Flagship Store
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May 20, 2025Thai-Chinese Cultural Promotion Committee and ASEAN Trade and Investment Coordinating Center sign strategic agreement
Shanghai, May 20, 2025 — In celebration of the 50th anniversary of China–Thailand diplomatic relations, Mr. Phinij Jarusombat, Chairman of the Thai-Chinese Cultural Promotion Committee and former Deputy Prime Minister of Thailand, led a Thai trade delegation to Shanghai. During the visit, he signed a strategic cooperation agreement with Mr. Frank Long, Chairman of the ASEAN Trade and Investment Coordination Center, at the Shanghai Xiaodianxing Flagship Store. The agreement marks a significant step toward deepening economic integration between China and Thailand, with a focus on promoting signature Thai products—such as jasmine rice and durian—within the Chinese market.
Chairman of the Thai-Chinese Cultural Promotion Association Pini Zarusongpa
Focus on Cooperation: Full-Chain Empowerment for Thai Products
According to the agreement, both parties will prioritize collaboration in the following areas:
- Product Expansion: In addition to durian, new product categories will include Thai jasmine rice, latex goods, and traditional handicrafts. The initial pilot will cover over 2,000 supermarkets across the Yangtze River Delta region.
- Logistics Acceleration: A dedicated Shanghai–Bangkok cold chain route for fresh produce will be launched, enabling rapid delivery of tree-ripened durians with a loss rate of under 3%. Customs clearance for dry goods like jasmine rice will be shortened to within 24 hours.
- Channel Integration: Leveraging the Xiaodianxing Flagship Store and live-streaming platforms, a new retail model combining “online live-streaming + offline experience” will be developed. Consumers will be able to explore rice paddies in Thailand in real time through VR technology.
At the signing ceremony, Mr. Phinij Jarusombat remarked: “From the Chinese porcelain brought by Zheng He to Thailand centuries ago, to today’s Thai jasmine rice entering Chinese households, Sino-Thai cooperation has always been rooted in mutual cultural exchange. This agreement is a dual testament to our ‘pragmatic cooperation’ and ‘people-to-people connectivity.’”
Flagship Store: A Three-Dimensional Window into China–Thailand Friendship
Serving as the anchor platform for this cooperation, the Xiaodianxing Shanghai Flagship Store combines product showcases with cultural experiences. A special “Thai Jasmine Rice Culture Zone” has been established, featuring holographic projections that recreate traditional Thai rice cultivation scenes.
Data shows that within its first month of operation, the store achieved average daily sales of over 800,000 yuan in Thai products, with a 65% repurchase rate for jasmine rice.
Looking Forward: Broader Integration via RCEP
Frank Long, Chairman of the ASEAN Trade and Investment Coordination Center, revealed plans to leverage the Regional Comprehensive Economic Partnership (RCEP) to build an agricultural product traceability system in collaboration with Chinese and Thai enterprises. Additionally, new cross-border logistics hubs are planned for Yunnan and Guangxi, aiming to serve broader central and western Chinese markets.
Background Overview:
– From January to April 2025, Thailand’s fragrant rice exports to China increased by 42% year-on-year, and the Chinese market accounted for 28% of Thailand’s total fragrant rice exports.
– Xiaodianxing flagship store has reached a cooperation with the Thai Ministry of Commerce and will hold 20 theme events such as the “Thai Food Culture Festival” this year.
