Thai product imports by H Mart remain unaffected despite tariff-related apprehensions
The Department of International Trade Promotion (DITP) of Thailand has entered into a strategic partnership with H Mart, a major Asian retail chain in the United States. This collaboration is set to significantly increase the export of Thai products to the US, enhancing the visibility of Thai brands and scaling up their presence on H Mart's digital retail platform, Topthai.
The partnership aims to expand Thai exports by leveraging H Mart's extensive reach as a key player in the US market. Key effects of this partnership include strengthening Thai exports, increasing the visibility and premium perception of Thai brands, facilitating digital retail expansion, and operating within a context of competitive advantages.
Thai products will now be promoted more widely on H Mart's physical and online platforms, making them more accessible to US consumers. The collaboration is also expected to increase the visibility and premium perception of Thai brands, likely leading to higher sales volumes. H Mart's digital retail expansion will tap into growing e-commerce trends, broadening the customer base beyond traditional stores.
Thailand currently faces tariff rates of 36%, a significant figure, but one that offers a relative advantage compared to some competitors with higher tariffs. This, in part, supports the export growth efforts facilitated by the DITP-H Mart partnership.
H Mart has expressed a need to import more Thai goods and has shown interest in collaborating on the TOPTHAI initiative, an online platform hosted on H Mart's e-commerce channel that showcases a curated range of Thai products. The retail giant has also committed to participating in THAIFEX-ANUGA ASIA 2026 and plans to join annual Thai rice and rice-product promotion events organized by the Thai Trade Center in New York.
In response to H Mart's growing demand for Thai products, the DITP has been asked to identify additional Thai exporters. H Mart has proposed organizing business matching activities for key Thai products such as rice, jasmine rice, and tropical fruit beverages including coconut water, coconut milk, orange juice, and pineapple juice.
H Mart has expressed confidence in the Thai government's ability to implement supportive measures that would help exporters without negatively impacting the price of consumer goods in the US market. The retailer is also planning to open three new branches this year and anticipates further expansion in the near future.
This focused effort by the DITP and H Mart is aimed at increasing Thai product exports to the US by leveraging retail and digital platforms in a key Asian-American grocery chain, while simultaneously working to raise the profile and market share of Thai goods in a competitive environment.
- The strategic partnership between the Department of International Trade Promotion (DITP) of Thailand and H Mart, a major Asian retail chain in the United States, will extend beyond just physical and online platforms, as it also includes participation in THAIFEX-ANUGA ASIA 2026 and annual Thai rice and rice-product promotion events.
- H Mart's digital retail expansion, facilitated by this partnership, is expected to tap into growing e-commerce trends, potentially leading to an expansion of their customer base beyond traditional stores.
- In response to H Mart's increasing demand for Thai products, the DITP is actively seeking out additional Thai exporters, with a specific focus on key products such as rice, jasmine rice, and tropical fruit beverages.
- Despite facing tariff rates of 36%, a significant figure, Thailand maintains a relative advantage compared to some competitors, which supports the export growth efforts facilitated by the DITP-H Mart partnership.
