Exhibiting at Thaifex - Anuga Asia 2025

San He Co., Ltd., headquartered in Bangkok, Thailand, is a leading importer and distributor of premium Asian food and snack products. Specializing in ready-to-eat meals, frozen delicacies, and trending snack innovations, the company has rapidly established a robust distribution network across Thailand’s retail and foodservice sectors. San He Co., Ltd. is known for its exclusive partnerships with leading Chinese and East Asian food brands, delivering authentic flavors and high-quality imports to Thai consumers.

Core Business and Offerings

San He’s operations encompass the end-to-end import, warehousing, and national distribution of Asian packaged food and grocery products. Core activities include:

• Import Logistics and Customs Clearance
• Food Storage and Inventory Management
• Retail and Wholesale Distribution
• Brand Representation and Marketing

The company primarily distributes to modern trade retailers, traditional markets, online platforms, and restaurant chains.

Product Portfolio

San He carries a diverse portfolio of food products categorized as follows:

• Imported Ready-to-Eat Foods:

  • Mala-flavored snacks and instant noodles
  • Ready-to-eat rice dishes and stir-fries
  • Konjac-based low-calorie meals

• Frozen Foods:

  • Chinese dumplings, bao buns, spring rolls
  • Hotpot ingredients including tofu, fish balls, mushrooms

• Dry Foods:

  • Dried tropical and temperate fruits
  • Mixed and flavored nuts

• Snacks:

  • Potato chips, vegetable crisps
  • Biscuits and puffed grain snacks

These products are sourced mainly from China, Taiwan, and Malaysia and are repackaged with Thai labeling for regulatory compliance.

Specialization and USP

San He’s core strengths include:

• Exclusive Brand Partnerships: Importer of household Asian brands such as Haidilao (hotpot ingredients) and ChaCha (snacks and nuts).
• Trend Responsiveness: Introduction of niche categories like mala-spiced and konjac-based health snacks in line with Gen Z preferences.
• Cold Chain Capabilities: Ensures frozen imports maintain quality and safety standards.
• Multi-Channel Reach: Supplies both physical retailers and digital grocery platforms.

Their multilingual operations team also bridges cultural and regulatory gaps between Chinese producers and Thai regulators.

Financial Performance

While precise figures are undisclosed, industry estimations suggest:

• Annual Revenue: USD 8–12 million
• Product SKUs: Over 300 imported items across all food categories
• Retail Penetration: Available in 1,000+ modern trade locations including Big C, Lotus’s, and Tops

Shipment Data

Based on trade and import logs:

• Container Imports: Approximately 15–20 containers/month
• Primary Origins: China, Hong Kong, Taiwan
• Customs-Approved Importer: Licensed for food and beverages under Thai FDA

Target Markets

San He targets a mix of B2B and B2C audiences:

• Modern Retail Chains: Hypermarkets, supermarkets, convenience stores
• Online Grocery Platforms: Shopee, Lazada, JD Central
• Restaurants & Hotpot Chains: Supplying frozen dumplings and hotpot components
• Specialty Food Retailers: Asian import sections and ethnic food grocers

Capabilities

The company supports its operations with:

• Centralized Distribution Center: Bangkok-based with cold storage and ambient zones
• In-house Logistics Fleet: For metropolitan and regional deliveries
• Product Translation and Labeling: Thai-language packaging for food compliance
• Brand Activation Teams: Sampling and promotion support in retail locations

Certifications and Compliance

San He ensures complete adherence to Thai and international standards:

• Thai FDA Import Licensing
• Halal Certification: For selected food categories
• ISO 22000 Food Safety Management: Through third-party suppliers
• GMP-Compliant Packaging & Storage

All products undergo import inspection and safety testing before market release.

Customer Testimonials

• “Thanks to San He, we introduced Haidilao’s frozen hotpot into our Thai restaurant chain with great success.”
• “The variety and freshness of imported snacks are unmatched—they move quickly off our shelves.”

Major Achievements

• Exclusive Thai distributor for Haidilao retail line since 2021.
• Launched Thailand’s first konjac-based instant meals in 2022.
• Participated in THAIFEX Anuga Asia and China-ASEAN Expo.
• Increased revenue by 30% YoY from 2021 to 2023 driven by snack segment expansion.
• Developed private-label imports for top-tier Thai supermarket chains.

San He Co., Ltd. continues to bridge Asian culinary trends with Thailand’s dynamic consumer base, offering curated, quality-driven, and compliant food imports that resonate with evolving dietary and lifestyle preferences.