TCP Group Energizes Growth Alongside Thailand and China at the Thailand–China Cooperation Expo 2026
Growing through consumer understanding, unveiling Sponsor Vitamin Electrolyte Drink,
and deepening long-term investment in China to take Thai brands to the global stage
Bangkok (22 July 2026) – TCP Group, the manufacturer and distributor of Kratingdaeng (Red Bull), Ready, Som Plus, Sponsor, Mansome, Hi!, Puriku, Sunsnack, and Warrior, joined the Thailand–China Cooperation Expo 2026 for the second consecutive year. Held under the theme "Investing for the Future, Growing Together," the expo provided the stage for TCP Group to present the role of a Thai brand that has grown alongside Chinese consumers for more than three decades, driven by consumer understanding and long-term investment in the People’s Republic of China.
Across TCP Group’s 70 years and more than three decades of business operations in the People’s Republic of China—one of TCP Group’s key strategic markets for sustained growth—TCP Group has advanced product research and development, production investment, and brand experiences that connect with consumers. This is guided by the “In China For China” principle, which develops products, businesses, and investments in line with the needs of Chinese consumers, while creating shared value for consumers, communities, and the economies of both countries.
Energizing Innovation Through Consumer Understanding
At the expo, TCP Group presented the expansion of its House of Great Brands in the Chinese market, built on a genuine understanding of consumers’ real needs (Unmet Needs) through research, development, and innovation to create products that precisely meet the needs of each consumer group—a key factor continuously driving the growth of TCP Group’s brands in China. Through the energy drink brand “Red Bull,” known among Chinese consumers as “Hong Niu” (红牛), TCP Group has continuously developed its products, including Red Bull Vitamin Flavor Drink in the iconic gold can with its signature original taste; Red Bull Extra in a convenient PET bottle that suits an on-the-go, always-active lifestyle; and Red Bull Vitamin Energy Drink Passion Fruit, a sugar-free formula catering to health-conscious consumers. Consumer confidence is further reinforced through The Authorized TCP Group (TCP) Seal, the certification mark of the authentic Red Bull producer that consumers can identify on the packaging, ensuring they receive products of the same quality standard worldwide.
Another key highlight is Sponsor Vitamin Electrolyte Drink, which reflects the role of “Sponsor” as Thailand’s no.1 sports drink brand extending its success from Thailand into the Chinese market, with the product developed and its formula adapted from an understanding of Chinese consumers’ needs. This vitamin-infused electrolyte drink features a low-sugar formula with low sodium and low calories to restore refreshment, in a hypotonic form that allows the body to rapidly absorb water, electrolytes, and nutrients. Available in two flavors—Super Grapefruit and Coconut-Pineapple. It stands as clear proof of turning innovation built on consumer understanding into a product that answers active lifestyles and delivers refreshment throughout the day. Visitors also had the special opportunity to sample the product developed for the Chinese market at the event.
Energizing Growth Through Long-Term Investment
Beyond product development, TCP Group continues to invest in China to strengthen its business operations, production, and innovation capabilities to serve consumers in the Chinese market, while building sustainable growth together.
Today, TCP Group has made cumulative investments of RMB 4.36 billion, covering its headquarters in Beijing and smart production bases in Sichuan Province and Guangxi to support the long-term growth of the Chinese market and the ASEAN region. The production base in Sichuan Province, with an investment of RMB 2 billion, has adopted smart production innovations including high-speed production lines, automated guided vehicle (AGV) systems, and automated warehousing to enhance production efficiency and resource management. Meanwhile, the production base in Guangxi, with an investment of RMB 1.3 billion, serves as a key strategic base connecting the Chinese and ASEAN markets, strengthening the regional production and distribution network.
These investments not only enhance TCP Group’s business capabilities but also support employment, supply chain development, and the creation of economic opportunities for communities and business partners in China—reflecting TCP Group’s commitment to creating shared value and growing together with all stakeholders over the long term.
TCP Group believes that sustainable growth does not come from product development or investment alone, but also from building long-term relationships with consumers through cultural and sporting exchanges and meaningful experiences that connect people and foster understanding between Thailand and China. One notable example is its support for the desert running event “Red Bull Desert Adventure,” which reflects the Red Bull brand’s DNA of “Always Challenging and Overcoming Limits,” energizing people to go beyond their physical and mental limits, as well as the “Very Thai Music Festival,” which brings Thailand’s distinctive identity to create shared experiences with Chinese consumers through contemporary entertainment. These activities not only build brand awareness but also create lasting engagement while further strengthening the relationship between Thailand and China.
Mr. Saravoot Yoovidhya, Chief Executive Officer of TCP Group and Vice Chairman of the Thai Chamber of Commerce said: “Genuine growth in any market does not begin with a product, but with an understanding of the consumer. Over three decades that TCP Group has operated in China, everything we have built—whether products, plants, or the experiences we deliver to consumers—has begun with truly listening to and understanding Chinese consumers. We believe sustainable growth comes from combining consumer understanding with investment that builds a strong business foundation, together with creating shared value for consumers, communities, and the society around us. This is what has allowed us not merely to ‘be in China,’ but to ‘grow together’ with Chinese consumers. And we believe the most meaningful growth is when everyone is energized to create a better world together.”
TCP Group’s participation in the Thailand–China Cooperation Expo 2026 therefore goes beyond presenting the potential and pride of a Thai brand growing on the global stage. It also reflects TCP Group’s role in connecting Thailand–China relations through consumer understanding, innovation, and long-term investment, while moving forward to create new opportunities and sustainable growth together for both countries in the future.
