2026 Sichuan Industry & Brand Expansion Into Southeast Asia Business Matching Conference (Chengdu) was successfully held on 21 September at the Xinchuan International Service Center.
The conference was organised by Asia Pacific TOP Excellence Brand Committee (APC), jointly organised by Kechuangtong Chengdu Co., Ltd., and supported internationally by the Cambodia National Federation of Trade and Investment Promotion Association , among others. Sichuan Doumi Technology Co., Ltd. served as the event organiser.
H.E. Dr. Heng Vuthy, Mr. Darren Theng, APC President Dato’ Prof. Dr. Albert Tan and other distinguished guests attended the event, joining nearly 200 government representatives, business leaders and entrepreneurs to explore new opportunities for Sichuan enterprises entering ASEAN markets.
The exhibition area featured a selection of outstanding products and brands, including Wuliangye, Yibin Liquor, Keming Foods and INMO AI glasses. The showcase highlighted the strength and innovation of Sichuan-related brands across the liquor, ceramics, food and smart technology sectors. Participating enterprises also exchanged views on halal certification, cross-border logistics, overseas warehousing and local regulatory compliance.
Ms. Wang Xidan, Executive President and Secretary-General of the Sichuan Health Care Association, delivered the welcoming address. Drawing on major developments such as Siem Reap International Airport and the Phnom Penh–Bavet Expressway, H.E. Dr. Heng Vuthy shared insights into the opportunities arising from Cambodia’s “Golden Ten Year”. He also introduced the Launching of Cambodia International Business and Investment National Forum, which will be held in Phnom Penh on 27 November.
During the keynote session, Dato’ Prof. Dr. Albert Tan analysed emerging trends in ASEAN markets. He encouraged enterprises to identify new market opportunities, leverage government and business resources, and strengthen their international credibility through recognised brand endorsements.
Mr. Darren Theng examined Cambodia’s investment incentives, tax arrangements, corporate listing pathways and regulatory risks from an investment banking and capital-market perspective.
Mr. Zhang Shuyi, Chairman of Kechuangtong Chengdu Co., Ltd., shared how an integrated framework encompassing policy, industry and capital could support Sichuan enterprises in their international expansion. Mr. Wang Pei presented practical experience from the Southeast Asian market, emphasising the use of AI to identify suitable markets and products, while building long-term brand reputation through strong customer experience.
A key highlight of the conference was the official launch of the Asia Pacific International Business Expansion Service Platform. Representatives from the Cambodia National Federation of Trade and Investment Promotion Association, APC, Chengdu Industrial Economy and Information Technology Research Institute, Sichuan Health Care Association, Chengdu Jiaotong University Vocational Skills Training Centre, Wuliangye Yibin Co., Ltd., Kechuangtong Chengdu Co., Ltd. and Data Inside jointly witnessed the launch.
The platform will integrate resources from government think tanks, industry associations, educational institutions, enterprises, capital partners and overseas organisations. It aims to support businesses through policy consultation, brand empowerment, project matching and overseas market-entry services, while building a collaborative ecosystem for international expansion.
During the panel discussion, speakers exchanged perspectives on consumer segmentation, halal markets, supply-chain development, capital markets, local services and overseas compliance. They also addressed questions from participating enterprises concerning international brand endorsement, tax incentives and market competition.
Centred on the theme of “AI + Global Expansion”, the conference provided Sichuan enterprises with a practical platform to connect with ASEAN policies, distribution channels, capital resources and high-level business networks.
Moving forward, APC will continue to leverage its international platform and regional connections, working with partners across different markets to help more outstanding enterprises progress from “going global” to achieving meaningful and sustainable local market presence in ASEAN.
