On April 13, 2026, the 6th China International Consumer Products Expo (CICPE) grandly opened in Haikou. As the first major event following the launch of island-wide special customs operations of the Hainan Free Trade Port (FTP), this year's CICPE is not only the first major domestic exhibition in the opening year of the 15th Five-Year Plan, but also a landmark event showcasing the achievements of the customs closure while leading global consumption. Celebrating its 70th anniversary this year, TCP Group is participating in the CICPE for the sixth consecutive year with the Red Bull brand, bringing its diverse products from the global “House of Great Brands” to this world-class economic and trade cooperation platform. TCP Group is deeply aligning itself with the new opportunities presented by the Hainan FTP's opening-up and cutting-edge consumption trends, reaffirming its long-term commitment to the China market with the vibrant energy of the Red Bull brand.

TCP Group brings Red Bull brand to the 6th CICPE

Full Product Lineup, Energizing New Consumption

As a national-level exhibition for premium consumer goods, CICPE has become a launchpad and a must-visit destination for global lifestyle trends. Under the national policy environment strongly boosting consumption, this year's CICPE provides a vital window for global enterprises to precisely tap into China's evolving consumption upgrade needs. At this year's Expo, TCP Group is leveraging its 70th anniversary to present a full and diverse product lineup tailored for the China market alongside its global “House of Great Brands” portfolio. Through a 70th-anniversary themed display, energy interaction sessions, and signature drink tastings, TCP Group vividly conveys its vision of “Energizing a Better World for All.”

At this year's CICPE, TCP Group is not only showcasing the classic gold-can Red Bull products familiar to Chinese consumers – Red Bull® Vitamin Flavor Drink and Red Bull® Vitamin Taurine Drink – as well as the Zero-sugar Fruit-flavor Red Bull® Vitamin Energy Drink that aligns with the healthy consumption trend, and the bottled Red Bull® Energy Drink designed for on-the-go energy needs. The Group is also presenting the diverse products from its global “House of Great Brands,” including high-end energy beverage brand Ready, leading electrolyte drink brand Sponsor, popular functional drink brand Mansome, fruit tea brand Puriku, and fruit juice brand Riku, among others, which are well-received in markets such as Thailand and Southeast Asia. This allows Chinese consumers to experience Southeast Asian consumption trends up close, also serving as a vivid illustration of how CICPE brings together premium global consumer goods and facilitates the seamless realization of“buying globally, selling globally.”

TCP Group's product portfolio from its global “House of Great Brands”

Khun Supachai Junkeiat, CEO of TCP China, commented: “Guided by China's 15th Five-Year Plan and the Healthy China strategy, China's consumer market is rapidly transforming toward being quality-oriented, health-conscious, and diverse – a direction that closely aligns with TCP Group's development positioning. We have always been confident in the upgrading potential of China's super-large consumer market. As a gateway for high-level opening-up, CICPE provides TCP Group with a valuable platform for exhibition, exchange as well as product innovation. Our bottled Red Bull® Energy Drink, which made its domestic debut at CICPE, successfully transformed from an exhibit into a product and became a new business growth driver for us – a perfect example of the Expo's important value in facilitating product innovation and accelerating market expansion. Going forward, we will continue to monitor cutting-edge consumption trends in China and, through product innovation and scenario integration, bringing Chinese consumers a greater variety of quality choices and energetic experiences.”

70 Years of Innovation: A New Journey Forward with Deeper Commitment to China

Looking back to 1956, Thai-Chinese entrepreneur Khun Chaleo Yoovidhya founded TCP Group in Thailand. After years of exploration, he successfully invented the Red Bull energy drink. Today, this groundbreaking product, driven by continuous innovation, is sold in over 170 countries and regions worldwide. In TCP Group's global footprint, Hainan holds irreplaceable significance. It is the birthplace of Khun Chaleo Yoovidhya's father, the ancestral home of the Yoovidhya family, and the starting point for Red Bull's entry into the China market. In 1993, as a gesture of giving back to his hometown, Khun Chaleo Yoovidhya established China's first Red Bull production facility in Hainan, creating a new energy drink category in the Chinese market. With the historic opportunity created by the deep synergy between the Hainan FTP's development and the policy dividends of the Regional Comprehensive Economic Partnership (RCEP), Khun Saravoot Yoovidhya, CEO of TCP Group, has led the Red Bull brand to continuously scale up investments in China. Leveraging the Group's Beijing headquarters in China as a hub to integrate core resources, the Group's production footprint has expanded from Hainan to key regions including Sichuan and Guangxi, enabling closer integration with both domestic and international markets amid new policy opportunities.

Interactive experiences at TCP Group’s CICPE booth

Now, as island-wide special customs operations steadily advance, Hainan is accelerating its transformation into a key gateway for China's opening-up in the new era, becoming a strategic intersection point of domestic and international dual circulation. Khun Saravoot Yoovidhya said: “Red Bull's development in China started from Hainan, and we have a deep emotional bond with this place. Witnessing the Hainan FTP evolve from blueprint to customs closure operations, we are truly delighted and inspired. TCP Group will continue to seize the opportunities presented by the FTP, deepen its comprehensive cooperation with Hainan, and by leveraging Hainan's geographical and policy advantages, continue to drive innovation in China's beverage industry and contribute to the high-standard construction of the Hainan FTP. Faced with a complex and changing external environment, China remains firmly committed to advancing high-level opening-up, using the benchmark effect of the Hainan FTP's customs closure to deepen institutional opening-up. This is precisely the source of confidence behind our long-term commitment and continued investment expansion in China. We have always firmly believed that investing in China is investing in the future.”