THL America Conquering the Mainstream Consumer Market

Leveraging its expertise in brand export management, THL America teams up with Taiwan's best to introduce the Taiwan delightful products to mainstream U.S. supermarkets.

Amid the trend of global economic integration, the THL Group, leveraging half a century of agency sales experience, has not only successfully facilitated countless foreign brands in entering Taiwan, allowing consumers to enjoy premium products from international giants such as Nestlé, Germany’s Henkel, and Heinz, but is now also determined to showcase Taiwan's brands on the global stage.

THL Group stands as Taiwan's largest FMCG agency conglomerate, representing a vast array of products globally. Boasting more than 60 international brands and over 2,000 unique products, THL stays committed to its core principle of 'creating value'. THL Group General Manager, Terence Chen, elaborated, "THL collaborates with numerous global mega-brands. They have refined their export channels scientifically, from brand to client and inventory management. These elements are pivotal for products entering global markets."

"THL America, armed with its scientific marketing management and global marketing knowledge, aims to introduce Taiwanese food to mainstream American supermarkets. We want people from every ethnic background in the US to fall in love with Taiwan's cuisine ! "∼ TerenceChen, ” General Manager of THL Group and THL America

Terence moved to the US for his education at the age of 11 and returned to Taiwan permanently in 2000. Essentially, 14 formative years of his life were immersed in American culture. Growing up in a bilingual environment equipped him with a profound understanding of American values, significantly benefiting THL America's business expansion. Under his leadership over the past two decades, THL Group has witnessed remarkable growth in Taiwan, with its performance soaring from TWD 300 million to TWD 15 billion.

"I often contemplate how I can employ the skills honed over the past 20 years to assist these outstanding Taiwanese brands in shining brightly in foreign markets over the next 20 years," Terence reflected. Embracing innovation and leveraging group synergies are key. However, deep-rooted partnerships and friendships are essential when entering the American market.

Drawing a parallel to playing basketball, Terence notes that every shot on the court demands endurance and wit, and seamless team cooperation is the key to clinching victory. Terence points out that many second-generation leaders of Taiwanese food companies have studied in the US from a young age. They've grown as close friends, some even playing basketball together, sharing a mutual understanding of American culture and a collective vision to propel Taiwanese food onto the world stage.

The inception of THL America embodies hopes of leveraging THL’s vast experience, scientific marketing management, and global agency know-how – including expertise in channel cost control, client management costs, and shelving costs – to introduce Taiwan's finest products to mainstream American supermarkets like Costco. "Bringing together major food companies such as CMF, I-MEI Foods, Lian Hwa Foods, HUNYA Foods, and Laurel, we’ve formed Taiwan's champion market team," Terence envisions a world where Taiwan's best products step out, shining for all to see.

America, a nation sculpted by diverse racial contributions, stands as a cultural melting pot, absorbing myriad gastronomic traditions from across the globe. Asian cuisines, including Japan's iconic Nissin and Korea's seaweed and Shin Ramyun, have been heartily embraced by American consumers. Yet, Taiwan seems conspicuously absent from this roster. Terence candidly remarks that Taiwan has yet to introduce a food brand that has fully permeated the American mainstream.

Nevertheless, Taiwan boasts a culinary heritage influenced by regions across China and Japan, with a sprinkle of American flavors. This rich gastronomic mosaic positions Taiwan favorably to venture into the US food market.

Historically, Taiwanese food products have been primarily sold in Chinese supermarkets in the US. Over recent years, their presence expanded to markets catering to a broader Asian demographic in the country. However, this outreach remains somewhat circumscribed. With palpable ambition, Terence envisions a larger outreach—bringing Taiwanese food products to mainstream American supermarkets, capturing the hearts of a diverse demographic.

Spending approximately two months in the US annually, Terence's keen observations of the American food market have informed his strategies. To further the reach of "THL America," Terence,earlier this year, took the helm as its General Manager. Channeling his dedication, he became Taiwan's culinary ambassador, introducing beloved Taiwanese products— from I-MEI Foods and Lian Hwa Foods to Kinmen Kaoliang Liquor—to major US retailers and distributors.

From cream puffs to kaoliang liquor, each export is akin to a ball game—requiring strategic intelligence and teamwork. Terence notes that while Taiwanese food technology is exceptional, packaging often demands additional considerations to cater to local eating habits and slight, yet significant, adjustments. For instance, when THL America introduced Lian Hwa Foods 's packaged fries at Costco in the US, a product most recognize as a ready- to-eat snack, many American customers were puzzled, asking, "Is this a frozen product? Do I microwave it? Is it different from restaurant fries?" This confusion can hinder sales, as hesitation often reduces the likelihood of a purchase.

Terence quickly realized a nomenclature change was imperative. Labeling the product "French Fries" was misleading; American consumers would more readily understand terms like "chips" or "crisps," indicating a ready- to-eat product. Such nuances in naming, influenced by cultural food perspectives, can significantly impact product reception.

Even minor decisions can have pronounced impacts on sales. While plant-based protein isn't necessarily a favorite among Taiwanese consumers, it's sought-after in the US. Lian Hwa Foods 's "Koleko" pea crackers, made from beans and resembling a chip, is a gluten-free, plant- based protein snack. Highlighting these attributes on the packaging can vastly influence its reception in the US market, underscoring the importance of understanding target demographics.

Having fostered long-standing collaborations with renowned international brands and armed with a bicultural, bilingual background, Terence confidently steers THL America towards greater horizons. He aspires to showcase the prowess and uniqueness of Taiwanese food science and culinary arts on a global scale.

THL America is poised to enhance its strategic alliances with major international brands to uncover new market opportunities. In the past, THL has successfully executed trademark licensing for products, partnering with brands like Ovaltine and McCormick, developing products tailored to local tastes and leading consumption trends in Taiwan.

Such strategies promise potential in the US market. In his mission to expand THL America's operations, Terence actively engages with international brands to explore potential licensing opportunities. By integrating the reputation and uniqueness of global brands with Taiwanese culinary offerings tailored to American tastes, he aims to solidify a significant presence in the mainstream US market.

The FMCG market constantly changes. Innovation and foresight drive success. THL America aims to link Taiwanese cuisine globally, with Taiwan's best teams, exploring the wider international market.