Tianjin Little Donkey takes part in a food exhibition. [Photo/WeChat account: jhgbdsxww]
Tianjin Little Donkey, a snack company from Jinghai district's Wangkou town, Tianjin, has been attending food exhibitions since 2024 in an effort to accelerate its expansion into overseas markets.
The company has attended trade fairs in more than 10 countries, including Singapore, Thailand, Vietnam, Turkiye, Russia, and Uzbekistan.
General Manager Li Maohua said exhibitions are a direct and efficient way to expand abroad, as they bring together buyers that are otherwise hard to reach.
He added that consumer preferences in terms of taste, packaging and price vary greatly across markets and can be better understood through face-to-face exchanges with local traders and consumers. On-site tasting and product experiences have helped build brand recognition and trust, leading to long-term partnerships.
Little Donkey now sells its spherical popcorn and other products to markets including Singapore, South Korea, Australia, Malaysia, Spain, and the United States. Its export value reached 33.89 million yuan ($5.07 million) in 2025 and 18.93 million yuan in the first seven months of 2026.
The company benefits from Wangkou town's nut and roasted snack industrial cluster, which includes about 290 companies with annual sales of nearly 10 billion yuan, accounting for 30 percent of the national market. Its class 100,000 cleanrooms and upgraded production lines help bolster product quality.