Wanglaoji, the renowned Chinese herbal beverage producer, has taken a key step in its internationalization strategy with the launch of its new brand Walovi in Kuala Lumpur, Malaysia. This move is part of its goal to establish itself in Southeast Asia, in the context of growing trade cooperation between China and ASEAN countries, facilitated by agreements such as the China-ASEAN Free Trade Area (CAFTA) and the Regional Comprehensive Economic Partnership (RCEP).
The most notable aspect of this launch is the strategic agreement with Baosteel Packaging, a leading supplier of metal packaging materials, which was signed during an event in Kuala Selangor. This agreement marks a milestone in Wanglaoji’s expansion, focusing on three key areas: optimization of the international supply chain, packaging innovation, and market expansion. The alliance will allow Wanglaoji to improve the efficiency of its local production and logistics management, ensuring a more agile and competitive approach in the region’s markets.
In addition to the agreement with Baosteel, Wanglaoji held an official launch event for Walovi in Kuala Lumpur, where it also signed an alliance with Baida International Trading, a firm specialized in supporting the entry of Chinese brands into Southeast Asia. This agreement aims to strengthen Walovi’s sales channels and marketing strategy in Malaysia, with distribution covering the country’s main retail outlets.
Wanglaoji’s herbal drink, known for its natural formula to combat “internal heat”, is already available in over 100 countries. With Baosteel Packaging, which has production plants in Malaysia and Vietnam since 2012, the Chinese company will leverage local knowledge in production and supply chain management to optimize its presence in the Malaysian market.
Fang Dafeng, general manager of Wanglaoji, emphasized that Malaysia is a key strategic hub for the brand’s globalization. Through the PCBC Global Value Model —which encompasses Product, Channel, Brand, and Culture— Wanglaoji seeks to integrate Chinese health philosophy globally and establish itself as a world-class beverage brand.
This agreement with Baosteel Packaging underscores Wanglaoji’s strategic approach to ensuring effective and sustainable expansion, bolstering its growth in key Southeast Asian markets.
