ASEAN 2026 Fuels Cheewell International Trade (Wuhan) Co., Ltd., Driving Chinese Baking Products into Southeast-Asian Markets

The ASEAN 2026 has empowered international baking industry players to expand business networks and launch a diverse range of baking products into Southeast-Asian markets.

This statement was briefly shared by Barry Zhao, an export specialist at Cheewell International Trade (Wuhan) Co., Ltd., during a media interview at the company’s booth on the opening day of the ASEAN held at Jakarta International Expo (JIExpo) Kemayoran on 27 August 2026.

Hosted in Indonesia for the first time, ASEAN Baking 2026 ran from 27 to 29 August 2026, specially bringing together baking-sector participants and business networks across the ASEAN region. The Chinese company’s presence forms part of its efforts to broaden cooperation opportunities and gain insights into the characteristics of Southeast-Asia’s baking market.

Cheewell International Trade (Wuhan) Co., Ltd. is an international trading firm selling products manufactured by two factories based in Hubei Province, China.

The two factories focus on distinct product lines: one produces tart shells, while the other manufactures a variety of tart fillings.

At present, the company mainly markets tart shells and tart fillings as its core offerings. Looking ahead, however, Cheewell International Trade (Wuhan) Co., Ltd. plans to expand its product portfolio by introducing more premium Chinese baking products to global markets.

“Our goal is to source more high-quality products and export them to other parts of the world,” said Barry Zhao.

He added that the company currently offers around seven types of tart shells and more than ten variants of tart fillings in assorted flavours including chocolate, coconut, caramel and pistachio.

Beyond varied flavours, the firm supplies plain-flavoured tart fillings in multiple grades within its product range.

There are approximately five types of tart shells, each with its own features and flavour profiles. Some deliver crisp textures with rich buttery notes, bearing the hallmarks of hand-crafted Portuguese tart shells.

“Each tart shell has its own distinctive flavour. Some are crispier, some carry a stronger buttery taste, and there are original styles such as the well-known round hand-made Portuguese tart,” Barry Zhao explained.

He noted that participation in ASEAN Baking 2026 aims not only to present products to prospective clients and business partners, but also to enable the enterprise to understand consumer preferences in Indonesia and wider Southeast Asia.

The company’s key focus at this stage is to study the baking industry landscape, consumer tastes and market demands across ASEAN.

“We do not have concrete sales targets for now. What we want is to understand the Indonesian market and find out what Southeast-Asian consumers prefer, including their flavour tastes and real product requirements,” Barry Zhao stated.

He went on to say that market feedback will serve as reference material for the company to finetune its existing products and identify new baking goods with global-market potential.

“We want to learn what the market truly wants so we can make corresponding adjustments. We also aim to discover more high-quality items and bring Chinese products to the global marketplace,” he remarked.

Barry assessed that China holds enormous potential within the baking industry, given the wide array of baking finished goods and raw materials that can be developed for international markets.

“China has plenty of premium baking products,” he pointed out.

By taking part in ASEAN Baking Show 2026, Cheewell International Trade (Wuhan) Co., Ltd. hopes to forge new business ties with bakin-industry stakeholders in Indonesia and other ASEAN nations.

The event also serves as a platform for the enterprise to unlock export opportunities, extend its distribution network, grasp regional market needs and formulate broader marketing strategies.