ZHOU HEI YA (01458) and Thailand's IMCOCO Group have launched a strategic partnership. The exclusive natural coconut water brand "Ya Ya Ye" will soon be fully launched online.

On January 15, 2025, Zhou Hei Ya International Holdings Limited (hereinafter referred to as "Zhou Hei Ya") and Thailand's IMCOCO Group held a strategic cooperation signing ceremony at the Zhou Hei Ya headquarters in Wuhan, and jointly launched the natural coconut water brand "Ya Ya Ye". As Zhou Hei Ya's exclusive beverage brand (01458), "Ya Ya Ye" will be fully launched in Zhou Hei Ya retail stores and cooperative channels. This cooperation marks the beginning of Zhou Hei Ya's new consumer scene of "braised food + beverages", focusing on upgrading consumers' delicious experience. Entering the beverage track, creating top-quality natural coconut water In today's rapidly changing consumer market with diverse demands, Zhou Hei Ya has always maintained sharp insight, actively exploring new market opportunities, and focusing on quality upgrades and customer experience upgrades. This time, Zhou Hei Ya entered the beverage niche track, differentiating its focus on the coconut water category, carefully crafting a series of top-quality natural coconut water products. With the deepening of the concept of healthy eating, natural, low-calorie, and electrolyte-rich coconut water is increasingly favored by young consumers, and the market size is growing rapidly. Zhou Hei Ya developed the coconut water track: on the one hand, the young consumer group of coconut water highly overlaps with Zhou Hei Ya's consumer profile; on the other hand, Zhou Hei Ya's rich and mellow braised food complements the refreshing sweetness of coconut water, with product characteristics that precisely complement each other. IMCOCO Group has the advantage of raw materials from the important production area of perfumed coconuts in Thailand, with the ability to construct an upstream integrated supply chain around the perfumed coconut industry. Perfumed coconuts are a protected agricultural variety by the Thai government, with a sweet taste and rich nutrition grown only in specific production areas. IMCOCO Group will provide stable supply of high-quality raw materials for the "Ya Ya Ye" brand, and continuously provide research and development support for the brand's product series. Creating the "Ya Ya Ye" brand, Zhou Hei Ya exclusively launches Fresh Powdered Coconut Water As the first flagship product to be launched under the "Ya Ya Ye" brand, Fresh Powdered Coconut Water selects perfumed coconuts from the core production area of Danenshado, Thailand as raw materials, using low-temperature extraction technology to perfectly retain the natural nutrients and pure taste of coconut water. Fresh perfumed coconut water is rich in polyphenol oxidase (PPO), which under the action of sunlight and air forms a natural unique pink color through enzymatic reaction. "Ya Ya Ye" Fresh Powdered Coconut Water uses 100% natural pure coconut water, with a refreshing and sweet taste upon consumption. During production, no additives are added: 0 fat, 0 colorants, 0 artificial flavors, 0 preservatives, while being rich in minerals such as potassium, sodium, and magnesium to meet the dual requirements of consumer taste and health. It is reported that "Ya Ya Ye" Fresh Powdered Coconut Water will officially launch in early 2025 at Zhou Hei Ya's more than 3000 offline stores and e-commerce platforms. Setting a new benchmark for cross-border integration in the braised food industry Zhou Hei Ya introduced the innovative combination of "braised food + beverages", aiming to enhance consumers' delicious experience and meet more diversified and scenario-based demands. This strategic cooperation not only injects vitality into Zhou Hei Ya's business upgrade but also sets a new benchmark for cross-border integration in the braised food industry. IMCOCO Group's founder, Xiang Jian, stated, "The coconut water market, as a hot track in the current beverage industry, has enormous development potential. IMCOCO owns a self-operated coconut agricultural farm, a beverage factory, and a coconut water raw material factory in the production area in Thailand, making it the only 10,000-ton coconut water production base established domestically in Thailand. In the future, we will continue to deepen strategic cooperation, under the innovative leadership of Zhou Hei Ya, to develop more exclusive customized products, relying on Zhou Hei Ya's comprehensive layout of offline and online channels to bring consumers more delicious experiences." Zhou Hei Ya's founder and CEO, Zhou Fuyu, stated, "Zhou Hei Ya brand, established for thirty years, has always upheld the core values of 'customer first'. Together, we are creating the 'Ya Ya Ye' brand, hoping to provide consumers with the best braised food and the most delicious coconut water in the market. We are confident about this strategic cooperation. In the future, Zhou Hei Ya will continue to focus on consumer experience, strive to continuously improve product and service quality, to shape a stronger brand power."