MISTINE featured in Thailand Special Issue for its contribution to BRI

The third Belt and Road Forum for International Cooperation was recently held in Beijing. On Oct 17, Mistine was featured in the Thailand special issue of China Daily, further explaining the high-quality joint construction of the Belt and Road Initiative (BRI) between China and Thailand. MISTINE, a well-known beauty brand originating from Thailand, has provided a new pathway for cooperation in the field of investment, R&D and services between China and Thailand.

Unique tropical genes turned into co-operative advantage

Since the BRI was proposed 10 years ago, it has continuously stimulated enthusiasm for interconnection between China and Thailand. With the good prospect of Sino-Thai economic and trade cooperation, it also enhances the confidence and support for MISTINE's entry into the Chinese market in 2016.

As a beauty brand with Thai tropical genes, MISTINE integrates a variety of Thai cultural elements and skincare concepts into its products. At the same time, Thailand is rich in natural resources and biotechnology.  These advantages have also been brought into the Chinese beauty market, which have provided Chinese consumers with diversified premium raw material resources and advanced formula technical support, contributing to the promotion of product innovation and quality improvement in the Chinese beauty field. For example, in terms of ingredient research and development, MISTINE and the Thai ARDA Agricultural Organization have jointly developed the exclusive sunscreen biological ingredient Taremi™, which is more suitable for the Chinese skin type, multiplying the effect of light and sun protection.

With the growing demand for cosmetic consumer goods in the Chinese market, the exploration and development of cosmetics enterprise of Sino-Thai in China has brought more opportunities for economic cooperation between the two countries. MISTINE continues to seek a localized development model in China, and has become a cosmetics company integrating sunscreen, skin care, cosmetics and more in the field of Chinese beauty. In the early stage of entering the Chinese market, the brand came out with cosmetics and a base makeup series. With the constant innovation of China's beauty industry, the brand’s rich product lines, hardcore research and development capabilities, and the strictness of quality, have lead them to win the favor of more and more Chinese consumers. This road of internationalization and industrialization of Thai beauty brands provides new ideas for the transformation and upgrading of Chinese enterprises under the new development pattern of "dual circulation".

The power of scientific research has deepened Sino-Thai cooperation

Since its inception, MISTINE has formulated the global science and technology research and development strategy, and has integrated the external resources of production, education and research. This process has resulted in the gradual deployment of the global laboratory and scientific teams of China, Thailand and Germany, which have cooperated with Nobel Prize winners in chemistry to pioneer the research and development of "photobiology" sunscreen. They have also cooperated with internationally renowned material suppliers to ensure the stability and high-quality supply of materials, with the intention to achieve cost reduction and growth rate from the industrial chain. Hence, the brand has established an efficient product development process, greatly improved the efficiency of the whole process, and iteratively upgraded its product strategy around the needs of Chinese consumers.

In addition, MISTINE also aims to promote the long-term development of the beauty industry, including the establishment of the "Asian Makeup Research Institute" and the joint release of the "Sunscreen Cosmetics Industry Normative Development Initiative". This means that the expansion practices of this Sino-Thai joint venture beauty company in the Chinese market have provided China and Thailand with a new cooperation growth point in the field of consumer goods, and are expected to broaden the cooperation space.

In the Belt and Road cooperation, eco-development and sustainable development are becoming a bright spot for all walks of life. MISTINE's product development is also committed to introducing their products using environmentally friendly formulas, and to avoid coral bleaching through protecting the marine environment. This is in line with Thailand's BCG policy and will help enhance the potential for cooperation between China and Thailand on green development.

The Third Belt and Road Forum for International Cooperation has shown the world that the Belt and Road project will be a century project. Against the background of the major development strategies of China and Thailand, industrial cooperation between the two countries will usher in more opportunities and provide more high-quality products and services for the people. It is expected that MISTINE will continue to explore more possibilities for win-win cooperation in the Chinese market, and keep writing the next chapter of China's journey with the beautiful energy of tropical youth.