This deep-rooted connection is personified by the journey of TCP Group and its iconic brand, Red Bull—known in China as "Hong Niu." At the heart of this story is Mr. Chaleo Yoovidhya, affectionately known as "Ko Leo," a Hainanese-Thai entrepreneur of Chinese descent. Though his early life was marked by hardship, it was his unwavering determination and entrepreneurial spirit that led him to build a global energy drink empire, beginning in Thailand and expanding across the world. Driven by a profound bond with his ancestral homeland, Mr. Chaleo brought his business to China with a heartfelt desire to give back to the land of his forebears. His vision was not only to expand his business, but to share meaningful value with the Chinese people—his extended family by heritage.
It all began in 1993, amid China's historic shift as the country opened its doors to economic transformation, when a seed of partnership from Thailand quietly took root. For TCP Group, China was never viewed merely as a vast market, but rather as a "brotherly country" and a land of opportunity where both sides could co-create and grow together.
Since then, Red Bull and TCP Group have become a driving force in energizing China's beverage industry, helping to shape a vibrant and dynamic market landscape. This success is not a coincidence but stems from a clear strategic vision and a deep, sustained understanding of the Chinese market.
Rooted in Understanding
From the very beginning, Mr. Chaleo demonstrated a deep understanding of the local culture. Rather than introducing the product under its original name, Red Bull was launched in China as "Hong Niu", a translation of its original name, and one that carries a powerful and auspicious meaning in Chinese culture. This deliberate choice not only helped the brand gain immense recognition but also reflected a genuine respect for local identity and tradition. TCP Group's commitment to building long-term relationships in China is also reflected in its proactive approach to intellectual property. Today, the TCP Group owns more than 2,000 trademarks across 72 markets around the world, 340 of which are registered in China, where TCP Group is the official owner of the Red Bull brand.
A Brand Vision Beyond Just an Energy Drink
As China's economic pulse beats faster than ever, its transportation networks also rapidly evolved, seamlessly connecting the entire country. Long-distance driving and travel have become integral parts of modern Chinese lifestyles. Red Bull meets the growing needs of drivers and travelers by boosting both physical energy and mental alertness, steadily increasing its popularity across the nation. Yet, Mr. Chaleo went beyond merely selling a product, focusing instead on his far-reaching vision of building a brand with true value. He strategically positioned Red Bull in China as a Functional Drink, enriched with added nutrients such as vitamins. This meticulous attention to detail has cultivated consumer trust and elevated the product's distinctiveness, transforming the name "Hong Niu" into a household term synonymous with energy drinks in the hearts and minds of the Chinese people.
Mr. Saravoot Yoovidhya, Chief Executive Officer of TCP Group, said, "Our products energize not only the body but also the mind. We stand firmly beside countless individuals, from office workers to the new generation of "fighters" who relentlessly dedicate themselves to powering China's digital economy. The new generation of 'fighters' - from streamers and delivery riders to platform drivers - combined with the rising passion for sports, has led to a continuously expanding consumer base for energy drinks. The rapid growth of China's economy is a key driving force strengthening the Red Bull brand. At the same time, we are committed to being a vital force that propels this industry forward."
A Commitment Woven Over Decades: Energizing TCP Group's Enduring Dedication
TCP Group's success in China is not an overnight phenomenon but a testament to sustained dedication.
The journey began long before the energy drink market flourished as it does today. It has been a steadfast commitment to laying a solid foundation, fostering strong partnerships with local business communities and industry stakeholders, and building sustainability rooted in mutual trust.
This deep-rooted commitment is demonstrated through TCP Group's strategic investments worth billions of yuan. Since the establishment of its first Red Bull factory in Hainan in 1993, TCP Group has steadily expanded its footprint with a cutting-edge production base in Neijiang, Sichuan province, which began operations in January 2024 with an annual capacity of 1.44 billion cans. This facility now seamlessly integrates production, warehousing, and resource recycling to maximize efficiency. Additionally, a new production site in Nanning, Guangxi Zhuang autonomous region, a 1.3-billion-yuan investment, commenced operations in early 2025. These developments underscore TCP Group's unwavering confidence in China's market potential and its steadfast commitment to meeting the rising demand of consumers with superior efficiency.
Innovation Rooted in Understanding
In a country renowned for its rapid and dynamic development, the younger generation is a powerful driving force. They are students striving for excellence, entrepreneurs shaping the future, professionals pushing beyond boundaries, and athletes chasing new records. These are the very forces behind the rising popularity of energy drinks, particularly Red Bull, among China's new generation of consumers. TCP Group has long demonstrated
a consumer-centric approach, leveraging deep local market insights and research and development (R&D) to tailor its offerings. Recognizing the evolving tastes and growing health consciousness of Chinese consumers, the company has continued to innovate within its Red Bull portfolio, introducing new product variants such as
Red Bull(R) Vitamin Flavored Drink, Vitamin Taurine Drink, and Vitamin Energy Drink, among others.
TCP Group has also advanced its packaging innovation, evolving from traditional cans to convenient PET bottles that cater perfectly to the fast-moving, on-the-go lifestyle of modern Chinese consumers.
Beyond Business: Bridging Cultures and Fostering Friendships for the Future
In China, 'Red Bull' is more than just an energy drink brand. It has become a symbol of resilience and an empowered way of life. As modern Chinese consumers increasingly seek experiences that enrich their lives, Red Bull is an active 'co-creator' who plays a dynamic role in sharing and shaping this vibrant cultural shift alongside them.
In celebration of the 50th anniversary of diplomatic relations between Thailand and China, TCP Group is proud to serve as a 'Cultural Ambassador,' bridging the hearts of both nations. Through the promotion of diverse exchanges in business knowledge and cultural appreciation, TCP Group has helped strengthen the close ties shared between the two countries and created a vibrant platform for cross-cultural engagement between Thai and Chinese audiences. The TCP Group has also backed major sporting events including the Chinese University Basketball League (CUBAL) Game, the Optics Valley Marathon, the Zhengzhou Yellow-River Marathon, and the '14th Red Bull Desert Adventure'—one of the world's most challenging desert runs held in the Tengger Desert in Inner Mongolia, China.
Additionally, TCP Group also collaborated with Forbidden City Culture to launch a limited-edition Red Bull can in celebration of the Year of the Dragon. This special release beautifully blended Thai innovation with China's rich cultural heritage, deepening engagement and creating shared experiences with Chinese consumers. In 2024, TCP proudly supported the first overseas exhibition of lunar samples from China's Chang'e-5 mission. This initiative was incredibly valuable for fostering technological and cultural exchange. Most recently, TCP Group supported the visit of China's icebreaker "Xue Long 2" to Thailand following its Antarctic expedition. The initiative fostered international knowledge exchange, honored Her Royal Highness Princess Maha Chakri Sirindhorn's 70th birthday anniversary, and celebrated the 50th anniversary of diplomatic relations between Thailand and China.
The journey of TCP Group and Red Bull in China is more than a story of business success. It is living testament to a friendship that has flourished and grown through mutual learning and side-by-side growth. Built on a foundation of cultural understanding, mutual trust, and a shared belief in the future, TCP Group is ready to write the next chapter of this enduring partnership that will continue its deep-rooted commitment in creating value and inspiration for the next 50 years and beyond.
