US-based grocery chain obtains Thai products with aid from the Department of International Trade Promotion
In a strategic move to bolster Thai exports and increase the visibility of Thai brands, the Department of International Trade Promotion (DITP) has partnered with H Mart, a leading US Asian grocery chain. This collaboration aims to expand the presence of Thai food products in the American market [1][5].
H Mart currently operates in 16 states in the US and plans to expand to 87 branches by the end of this year, providing a significant platform for Thai products [2]. The partnership focuses on strengthening Thai exports, enhancing the visibility of Thai brands, and scaling up Topthai, a digital retail platform for Thai products on H Mart's online platform [1].
H Mart has expressed concerns over tariffs but remains confident that the Thai government will implement support measures without affecting US retail prices [6]. To source more Thai exporters, particularly for jasmine rice, coconut water, coconut milk, and tropical fruit juices, H Mart is seeking support from the DITP [3].
The DITP director-general, Sunanta Kangvalkulkij, has met with H Mart executives to discuss the collaboration [4]. As part of the partnership, H Mart executives have been invited to attend Thaifex-Anuga Asia 2026 and the rice product showcase in New York hosted by the International Trade Promotion Office [8].
In addition to jasmine rice, H Mart imports a variety of Thai goods, including seafood, frozen and canned fruits, dried fruits, noodles, instant noodles, sauces, fermented fish sauce, snacks, and ready-to-eat meals [9]. The partnership between DITP and H Mart has already proven successful, with a promotion held last year generating over 8.4 million baht in sales for Thai products [7].
The collaboration also includes discussions on organising joint promotions through Topthai, a concept store for selling Thai products [1]. With an annual revenue estimated at US$1.2-1.5 billion, H Mart provides a substantial opportunity for Thai brands to reach a wider American audience [6]. The Topthai stores have already been launched across more than 10 countries, further expanding the reach of Thai products globally [6].
The partnership between DITP and H Mart is expected to improve the accessibility and recognition of Thai food products among American consumers, leveraging H Mart’s wide reach as a top US Asian grocery chain. The initiative is part of a larger effort to promote Thai food and culture in the US, as evidenced by Commerce Minister Jatuporn Buruspat's visit to New York from July 19-22 to welcome Princess Ubolratana, who will chair an event to promote "Thai Select" restaurants [4]. Princess Ubolratana will harness Thai soft power in the industry during the event to promote "Thai Select" restaurants, further strengthening Thai food's presence in the American market.
The partnership between the Department of International Trade Promotion (DITP) and H Mart, a leading US Asian grocery chain, aims to strengthen Thai exports, particularly for jasmine rice, coconut water, coconut milk, and tropical fruit juices, in the retail industry. This collaboration in the business sector is expected to enhance the visibility of Thai brands and scale up Topthai, a digital retail platform for Thai products, on H Mart's online platform.
