Deputy Commerce Minister urges Swiss supermarket chain to boost Thai food imports amid trade talks

Following a market survey, Thailand’s Deputy Commerce Minister encourages Zurich-based New Asia Market AG to expand imports of popular Thai products, leveraging the Thailand-EFTA Free Trade Agreement to enhance competitiveness in Switzerland.

BANGKOK, Thailand – Deputy Commerce Minister Suchart Chomklin has encouraged a Zurich-based supermarket chain to expand its imports of Thai food products following a successful market survey in Switzerland. During his August 9 visit to New Asia Market AG, Suchart met with company executives alongside senior officials from the Department of International Trade Promotion to discuss expanding trade opportunities between the two countries.

Thai products currently represent approximately half of the supermarket’s inventory, with strong consumer demand for jasmine rice, curry pastes, sauces, snacks, coconut milk, instant noodles, and various fresh fruits and vegetables. These items have proven popular with both Thai expatriates living in Switzerland and local Swiss consumers who have developed a taste for Southeast Asian cuisine.

The Deputy Minister urged the retailer to increase its Thai product imports, pointing to the competitive advantages created by the recently signed Thailand-EFTA Free Trade Agreement. The trade deal is expected to help reduce tariffs and lower costs, making Thai products more competitive in the Swiss market. Both parties acknowledged existing import challenges and agreed to work together on developing practical solutions.

The Thai Trade Center in Frankfurt will collaborate with New Asia Market to launch promotional campaigns designed to introduce Thai products and cuisine to a broader Swiss customer base. Suchart extended invitations to company executives to attend two major food exhibitions where Thai exporters will showcase their products: THAIFEX-Anuga Asia 2026 in Bangkok and ANUGA 2025 in Cologne, which will feature more than 120 Thai food exporters.

During his visit, Suchart also met with members of the local Thai community, including a long-term resident from Ratchaburi who sells traditional Thai desserts through the supermarket chain. Companies interested in exporting Thai products can obtain additional information by contacting the Department of International Trade Promotion through their website or calling the DITP hotline at 1169. (NNT)

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