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Thailand Instant Noodle Producer Pulls Out of China Market.
Byline: Sukanya Jitpleecheep
Aug. 6--Thai President Foods Plc (TF), Thailand's largest instant noodle producer known for its Mama brand, has decided to pull out of China where it has spent 10 years struggling unsuccessfully to make its presence felt.
Thought it may not involve a significant financial impact, the withdrawal from China marks the first failed overseas venture by the company, whose Mama brand has become a generic name for instant noodles in Thailand.
TF blamed the failure on fierce competition in the instant noodle market, lack of in-depth understanding of local customers' tastes, fraud by distributors and unpopular brand names.
The company has to use Tai Chu Seu (Thai Chief) brand, rather than its own Mama brand, as one Chinese trader had already registered the trademark ahead of TF.
As well, Kung Seu Fu, the most popular brand in China, owned by a Taiwanese firm, has a strong brand recognition and its producers have a better understanding of Chinese consumer demand in terms of taste.
TF president Pipat Paniangvait said the company had closed its factory in Kunming and sold its stake in a factory at Qingdao town, Shangdong, to its business partner with total loss of US$1 million (42 million baht).
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