Yue Hwa's rebranding continues, launches first ever US products fair

As part of its continuous re-branding initiative, Hong Kong's Yue Hwa Chinese Products Emporium has launched its first ever American products fair with California State Trade and Export Promotion to showcase a range of American skincare, health and beauty products throughout the whole of June and July in its Jordon flagship store.

Andrew Yu, director at Yue Hwa, said the 58-year-old retail store has always been good with traditional Chinese products, but it's looking to include more modern elements into the merchandising and branding. While health products such as chinese medicine, herbs, organic foodstuff, medical and health appliances being the best sellers in recent years, Yu expects American brands, which are "known for their innovation in product development", to perform well.

"Consumers are conscious about their own health and their family’s well-being, and they opt for products with natural and organic active ingredients. We feel that these products could complement our existing healthcare products and give consumers more selection," he explained.

It's not the first time Yue Hwa has launched an international products fair - the company has also launched the Indonesian Pavilion, Canadian Food Fair and Thai Products Fair recently, to name a few. Yu said the company has been going through a re-branding exercise in the past four years to become a one-stop shop, and they are actively looking to foster new partnerships.

"We recently worked with young local designers to bring our customers modern Chinese Cheongsams and fashion," he said. "We also started classes and workshops in our store for Chinese calligraphy, painting, porcelain painting, Qipao DIY, tea-tasting etc."

Together with an attempt to position itself as an incubator for small and medium-sized enterprises, Yu believes the latest US product show, which lets his company work with numerous SMEs from America, will enhance Yue Hwa as a platform for companies to expand their foothold.

Jeff Williamson, director for California State Trade and Export Promotion, added they view the partnership as an opportunity to reach the traditional Chinese consumer who is health and eco-conscious and globally aware. "The partnership with Yue Hwa gives well-known Californian and other American cosmetic and skincare producers an opportunity to show and sell their products in a prestigious and market-leading store."