Go Asia to Boost Thai Imports Across 70 Supermarkets in Germany
DITP pushes to expand Thai fruit, chilled food, and beverage lines across Germany as Asian supermarket chain targets rising health-conscious demand
- The Go Asia supermarket chain plans to increase its stock of Thai imports across its more than 70 branches in Germany.
- This initiative aims to raise the share of Thai goods in the retailer's inventory from the current 20-25% to a target of 30%.
- The expansion is driven by rising demand for healthy and authentic Asian food among younger, health-conscious German consumers.
- The push for more imports, a result of trade talks with Thailand's DITP, will focus on fruit, chilled food, and beverage products.
DITP pushes to expand Thai fruit, chilled food, and beverage lines across Germany as the Asian supermarket chain targets rising health-conscious demand.
Asian supermarket chain Go Asia is planning to increase its stock of Thai imports across its more than 70 branches in Germany, targeting rising demand for healthy, authentic Asian food among younger European consumers.
The expansion follows high-level trade talks between representatives from Thailand’s Department of International Trade Promotion (DITP) and Go Asia executives during an official inspection of Thai merchandise in Germany.
Sunanta Kangvalkulkij, Director-General of the DITP, confirmed that the department urged the retailer to broaden its inventory of fresh, chilled, frozen, and processed Thai foods, with a particular emphasis on fruit products.
According to the DITP, Thai food and beverage products have seen steady growth in popularity across Germany.
In response, Go Asia is actively seeking new Thai lines to align with shifting lifestyle trends, a growing focus on health and wellness, and an expanding younger customer base drawn to the unique flavours and high quality of Thai ingredients.
To further deepen commercial ties, Thai trade officials invited Go Asia to step up its collaboration with the Thai Trade Center in Germany and encouraged the firm's procurement team to attend the THAIFEX – ANUGA ASIA 2027 trade fair in Bangkok to source new supplier lines.
Thai commercial attachés in Germany have long maintained close links with the retailer. Go Asia has regularly participated in joint initiatives, including Online Business Matching (OBM) sessions and targeted in-store promotional campaigns across its Berlin branches to boost consumer awareness of Thai products.
Go Asia currently operates more than 70 stores across Germany—including two locations in Cologne—and stocks over 7,000 product lines.
Thai goods presently account for 20 to 25 per cent of the supermarket's total inventory. Following the latest discussions, the retailer aims to raise this share to 30 per cent to satisfy surging domestic demand, using upcoming international trade shows as a key sourcing platform to refresh its store shelves.
