As the first major event following the launch of island-wide special customs operations of the Hainan Free Trade Port (FTP), the 6th China International Consumer Products Expo (CICPE) will be held from April 13 to 18. As TCP Group, the founder of Red Bull, celebrates its 70th anniversary this year, the company is returning to the Expo with the same enthusiasm that has driven its full attendance for all six sessions. Seizing the new opportunities presented by the FTP's customs closure, TCP Group is leveraging its deep-rooted experience in the China market to embark on a new chapter of brand development at this grand event of openness.

TCP Group's Red Bull booth at the 6th CICPE

At this year's CICPE, TCP Group will present its immersive 70th-anniversary themed booth in Hall 3 (Health & Wellness Consumption), integrating the company's 70-year journey and brand spirit while conveying its vision of “Energizing a Better World for All”. On the product front, the Group will showcase its full-star lineup of Red Bull products tailored for the China market, alongside diverse offerings from its global “House of Great Brands”, delivering an energetic feast for both the eyes and the palate. The booth will also feature energy experiences and signature drink tastings, inviting visitors to feel the extraordinary energy and vitality of Red Bull products through interactive activities.

Since the inaugural CICPE, TCP Group has been a regular participant. The Expo serves not only as a vital platform for the Group to present its brand image and launch innovative products, but also as a testament to its deep commitment to China market and its shared growth with the Hainan FTP. Over six sessions, TCP Group has used the CICPE as a bridge to continuously strengthen its emotional connection with Chinese consumers: the classic gold-can Red Bull has cemented its market benchmark status, becoming a nationally recognized energy drink; Zero-sugar Fruit-flavor Red Bull® Vitamin Energy Drink has precisely tapped into the new consumer trend toward healthier, gentler options, winning market recognition; and the first bottled Red Bull® (Extra) Energy Drink in China, which made its debut at the 2024 CICPE, has leveraged its on-the-go convenience as a key differentiator to create a new business growth driver. These product innovation and market expansion achievements by TCP Group stand as vivid examples of how the CICPE facilitates the transformation of “exhibits into products, and products into popular products.”

Selected Red Bull products from TCP Group in the China market

TCP Group's connection to Hainan runs deep in its DNA – it is the birthplace of the father of Khun Chaleo Yoovidhya, the Group's founder and the inventor of Red Bull, and the ancestral home of the Yoovidhya family. In 1993, as a gesture of giving back to his hometown, Khun Chaleo Yoovidhya established China's first Red Bull production facility in Hainan, marking Red Bull's entry into the China market and the beginning of TCP Group's journey of shared growth and development with China. Starting from Hainan, TCP Group progressively expanded its nationwide footprint by establishing modern Red Bull beverage production bases in Sichuan and Guangxi, marking its evolution from a CICPE exhibitor into a deep-rooted investor in the China market. After six sessions of the CICPE, TCP Group has witnessed firsthand how Hainan has evolved from being at the forefront of China's reform and opening-up to becoming a key gateway for China's opening-up in the new era, as well as an intersection of domestic and international dual circulation. This journey has further reinforced the Group's strategic resolve of being "rooted in Hainan and deeply engaged with China market."

Khun Chaleo Yoovidhya, founder of TCP Group and inventor of Red Bull

A modern Red Bull beverage production base

As China embarks on the new journey of the 15th Five-Year Plan, the Hainan FTP enters its first year of customs closure, opening a new chapter of higher-level opening-up. Following the customs closure, the zero-tariff policy has shifted from positive to negative lists management approach. Combined with RCEP tariff rates, this has significantly reduced the overall tax burden on imported raw materials. The RCEP cumulation rules, combined with Hainan's policy of exempting import tariffs on products that achieve at least 30% value-added through processing before being sold into the Chinese mainland, form a dual-policy synergy, providing institutional support for companies to build efficient supply chains. The deep-layered synergies among these policy dividends have positioned Hainan as a strategic pivot linking the RCEP region with the domestic market, bringing new opportunities for TCP Group to achieve closer integration with both international and domestic markets and more efficient resource allocation.

Khun Saravoot Yoovidhya, CEO of TCP Group, remarked, “The island-wide special customs operations at the Hainan FTP was launched in 2025, and the policy benefits of the FTP, combined with the RCEP, has brought new opportunities for trade facilitation and efficient global resource connectivity. This has further strengthened our strategic determination to cultivate the Hainan market and deepen our presence in China. For seven decades, our purpose remains unchanged. We aim to energize a better world for all through innovative products and services. China has always been our core market, and Hainan is our important foundation. We firmly believe that ‘our roots are in Hainan,’ and Hainan is our key strategic pivot connecting us globally while integrating deeply into the Chinese market. Standing at the new starting point of our 70th anniversary, we will seize the opportunities presented by the CICPE and the Hainan FTP, continue to deepen our investments and innovation in China, and grow together with Hainan and China.”

Welcome to TCP Group’s Booth (3A07) in Hall 3 of the 6th CICPE