At a bustling 7-Eleven convenience store in downtown Bangkok, a new snack featuring “Jin's” branded roasted quail egg today hit the shelves, drawing significant consumer attention.

This core product from Jinzai Food officially lands in Thailand's 7-Eleven convenience stores, marking not only another breakthrough in Jinzai Food's mainstream channel expansion across Southeast Asia but also signaling the deepening implementation of its internationalization strategy.

Notably, Jinzai Food's plant-based meat products entered Thailand's 7-Eleven last September, achieving sales exceeding one million within three months—laying a solid market foundation for this roasted quail egg launch.

Strategic Move: Anchoring in Thailand

This expansion into Thailand epitomizes Jinzai Food's global strategy. In 2024, the company launched its international brand “Jin's,” committed to “creating delicious and healthy snacks that enhance people's quality of life.”

This mission aims to provide global consumers with superior, wholesome, and tasty snack options. Currently, the brand has established a multi-category product system encompassing Jin's Fish Snacks, Bean Curd, Roasted Quail Egg, and Plant-Based Meat, boasting over 60 overseas SKUs. Its market coverage spans approximately 40 countries and regions, including the United States, Canada, Japan, and South Korea.

Southeast Asia, with its massive population, significant growth potential, and emerging trend toward healthy-flavored snacks, has become an emerging region for Asian snack consumption.Facing the complex Southeast Asian market, Jinzai Food strategically targeted Thailand's 7-Eleven as its core overseas channel breakthrough based on market characteristics.

Thailand boasts a mature snack market, and 7-Eleven dominates Thailand's convenience store industry with over 15,000 stores by 2025 and a market share exceeding 70%.

Leveraging the efficient logistics and distribution network of its parent company, Charoen Pokphand Group, to ensure quality control and supply, the authority and coverage of the 7-Eleven channel serve as the core driver for the brand's rapid expansion into the local market.

Based on this precise channel strategy, Jinzai Foods has successfully placed its roasted quail egg products in 7-Eleven stores across Thailand, directly reaching the broadest consumer base.

Quality Endorsement, Matrix Cultivation

Jinzai Food’s overseas prowess stems from the quality assurance delivered by intelligent manufacturing. Its smart manufacturing base adheres to Class 100,000 cleanroom standards and holds multiple international certifications including GMP, HACCP, ISO22000, European BRCGS, and IFS, aligning production standards with global benchmarks.

In the roasted quail egg sector, Jinzai Food has established a fully integrated supply chain spanning breeding to processing. Its self-controlled breeding bases leverage cutting-edge technologies like intelligent environmental control and automated feeding systems to supply antibiotic-free, ready-to-eat eggs.

Within pharmaceutical-grade cleanrooms, fresh eggs undergo 13 meticulous processes—including visual screening, precision steaming, digital brining, and low-temperature sterilization—to ensure rigorous quality and safety control throughout the entire production chain.

Jin's Roasted Quail Egg successfully entered Thailand's 7-Eleven convenience stores, marking a breakthrough for Chinese specialty foods into Southeast Asia's core retail channels. Previously, its plant-based meat products achieved “over one million yuan in sales within three months” through the same channel. Leveraging established channel relationships and market recognition from this product line, the roasted quail eggs are poised to replicate or even surpass this growth momentum.

This launch represents more than mere product export. It embodies localized R&D tailored to local packaging aesthetics, compliance with stringent market access standards, and precise distribution leveraging mature retail networks.

Moving forward, Jinzai Food will use its Thai market success as a blueprint to advance international channel development and market penetration. On one front, the company will deepen its partnership with 7-Eleven while actively expanding into other major supermarkets and online channels to increase market coverage density.

On another, building on existing successful product categories, it will gradually introduce more locally tailored offerings to further penetrate international markets. This strategy aims to enrich the “Jin's” brand portfolio and meet consumers' diverse needs.