Building economic Thais

In an effort to boost economic cooperation between Poland and Thailand, the Thai Embassy and Thai Trade Center in Warsaw launched a charm offensive last week. The main thrust of the campaign was the Tajlandia Expo 2008 trade fair, which was held in Warsaw's Palace of Culture and Science. Dozens of businesspeople, government representatives and members of the Thai media came to Poland for the event.

Part commerce, part culture

The Tajlandia Expo was part trade fair, part cultural exposition. Around 65 exhibitors were present for the exposition's inaugural edition, including Polish importers/distributors and Thai exporters. Five industries were represented: food; fashion; health and beauty; decorative items; and machinery, equipment and tools.

Pewterware producer Better Arts Group was one Thai firm exploring the Polish market for the first time. The firm, which already exports to Germany and is in negotiations to enter the Swiss market, was looking for a Polish partner.

"Since it entered the EU, Poland's purchasing power has grown," said Tmon Anansaringkarn, Europe project manager for Better Arts Group, when asked why her firm was interested in the Polish market. She added, "Also they don't have a Thai exhibition in the Czech Republic [for example]."

President Interfood, the export arm of food giant Thai President Foods (TPF), was also present at Tajlandia Expo 2008. TPF, which holds around 50 percent of the Thai instant noodle market and is present in several other European countries, now wants to enter the Polish market. According to Yatra Ampaipast, regional manager for President Interfood, Poland has the "right potential."

Some of the most iconic elements of Thai culture were also on show. Visitors could try Thai massage, Thai food and beverage, watch traditional Thai dance or take in an exhibition of Muy Thai boxing.

According to Chanthapat Panjamanond, assistant director of the Thai Trade Center in Warsaw, the exhibition will be held again next year. "We hope to double the size of the event," he said.

Worth celebrating

On the same day that the Tajlandia Expo started, representatives of the Thai trade delegation gathered at the Polish Information and Foreign Investment Agency (PAIiIZ) to take part in a contract-signing ceremony.

Charoen Rujirasopon, CEO of meat- and seafood-product manufacturer S.Khonkaen, signed a contract with Ryszard Paruzel, owner of meat producer Paruzel. The result of the two firms' cooperation will see the launch of S.Khonkaen's Asian-style sausage products this month.

Shortly after the ceremony, representatives of specialty food marketeer and distributor De Care signed a contract with the Thai Trade Center to continue cooperation on the promotion of Thai products. De Care has already worked with the Thai Trade Center for a number of years, organizing over 100 promotional events in supermarkets around the country.

"[The Thai Trade Center] has been one of the most interesting partners we've worked with. They've worked with us to market Thai goods not just as single products, but as part of an overall 'Thai' brand," said Maciej Szala, a partner at De Care.

The head of the trade delegation, Thai Deputy Minister of Commerce Viroon Tejapaibul, noted that trade between Poland and Thailand has grown, but not without effort. "The process hasn't been easy. The things happening today have taken a lot of work to arrange," he said. He noted that trade could be improved in the other direction as well, as Thais are interested in buying things from Poland. The deputy minister also suggested, somewhat wryly, that obtaining visas between the two countries could be more convenient.

"This is just the beginning," he concluded.