Exhibiting at Thaifex - Anuga Asia 2025

Shantou Happy Star Food Co., Ltd., headquartered in Shantou, Guangdong, China, is a specialized confectionery manufacturer with over 15 years of industry presence. Renowned for its innovative chocolate-based products and dynamic flavor offerings, the company operates under the brand “Star Joy” and has successfully penetrated international markets across Asia, the Middle East, Africa, and South America.

History and Background

Established in the early 2000s, Shantou Happy Star Food Co., Ltd. has grown from a regional candy producer to a global exporter of chocolate and candy items. The company’s development is anchored in Guangdong's robust manufacturing ecosystem, which provides access to skilled labor, supply chain efficiency, and export infrastructure. Happy Star is committed to continuous innovation, brand development, and quality enhancement to cater to evolving global taste preferences.

Core Business

The company’s core business revolves around the production and export of chocolate-based snacks, oat-chocolate blends, and a variety of novelty candies. With a dual identity as a manufacturer and trading enterprise, Happy Star offers both private label services and branded exports. It specializes in product formats that are appealing to younger demographics, including interactive snacks and layered dessert-style treats.

Product and Service Offerings

Shantou Happy Star Food Co., Ltd. offers a wide variety of confectionery products including:

• Chocolate Products:

  • Three-layer Cup – Layered dessert cups with chocolate, milk, and biscuits.
  • Star Joy Cup – Chocolate with biscuit elements in a fun cup format.
  • Star Joy Stick – Chocolate sticks with creamy fillings.
  • Ross Milk Chocolate – Smooth milk chocolate in various molded designs.

• Oat with Chocolate Series:

  • Oat blended with rich chocolate or chocolate sauce, targeting health-conscious consumers with a sweet twist.

• Candy Products:

  • Fruit Candy – Hard and soft candy with natural and artificial fruit flavors.
  • Liquid Candy – Popular among children, available in tubes and squeeze formats.
  • Sour Milk Candy – A tangy candy combining sweet, sour, and creamy textures.

• Biscuit Range:

  • Chocolate with Biscuit – Chocolate-coated biscuits for snack lovers.
  • Alphabet Biscuit with Chocolate – Educational and flavorful treats for kids.

The company supports customized packaging and formulation services for clients pursuing OEM or private label development.

Specialization and Unique Selling Proposition (USP)

Happy Star’s competitive edge lies in:

• Specialty in chocolate-based compound products that combine textures and flavors.
• Kid-friendly formats with creative packaging that enhances engagement and shelf appeal.
• Flexible OEM capabilities with minimum order customizations.
• Focus on fun, fusion products like biscuit + chocolate or oat + milk + chocolate.

Its chocolate snacks are particularly well received in emerging markets, where affordable indulgence meets innovative presentation.

Financial Strength

Though specific financials are not publicly disclosed, the company’s continuous participation in trade shows and consistent export operations suggest robust financial operations. Their Alibaba profile, long-term global clients, and stable factory outputs further reinforce their business sustainability.

Export and Shipment Data

According to industry trade data:

• Annual Export Shipments: Estimated 50–80 containers per year.
• Major Export Markets: Middle East (e.g., Saudi Arabia, UAE), North Africa (Egypt, Algeria), South Asia, and Latin America.
• Top Exported Items: Star Joy Cup, Three-layer Cup, Liquid Candy.
• Frequent Buyers: Importers for children’s snack lines, confectionery distributors, private label brand owners.

Happy Star's ability to deliver consistent quality and engaging formats ensures repeat orders and long-term partnerships.

Target Market

The company’s products are aimed at:

• Importers seeking children-focused confectionery lines.
• FMCG distributors serving convenience stores and supermarkets.
• Private-label brand developers in the chocolate and biscuit segments.
• Buyers looking for novelty snacks with strong visual and taste appeal.

Its price-positioning and packaging style appeal strongly to developing and price-sensitive markets.

Capabilities

Shantou Happy Star Food operates a modern facility equipped for:

• Chocolate compounding and molding
• Automated biscuit integration systems
• Filling and sealing for multi-layer cups and tubes
• Custom packaging in jars, cups, sticks, and flow-wraps

The plant ensures compliance with international hygiene standards and offers scalable production solutions for diverse customer needs.

Certifications and Compliance

The company adheres to international food safety and export compliance requirements:

• HACCP Implementation
• ISO9001 Certification
• Halal Certification (for select product lines)
• Registration with relevant food export authorities

These ensure its acceptability in Middle Eastern and Southeast Asian countries with regulatory scrutiny.

Customer Testimonials

Trade reviews and buyer feedback highlight:

• High demand for Star Joy brand in retail chains.
• Strong supplier reliability and communication during OEM projects.
• Flavor profiles praised for being well-balanced and appealing to children.
• Visually attractive packaging that boosts shelf pickup rates.

Major Achievements

• Launched and exported over 30 SKUs under “Star Joy” brand.
• Secured distribution deals in over 20 countries.
• Featured in international trade expos such as Canton Fair and SIAL China.
• Developed proprietary production lines for three-layer dessert cups.

Shantou Happy Star Food Co., Ltd. continues to grow its global footprint by delivering creative, fun, and affordable confectionery experiences to sweet-toothed consumers worldwide.