- The strategic partnership will focus on water and beverages, building on LOTTE's existing presence in Makro and creating new opportunities for business growth.
- The collaboration will leverage CP AXTRA's extensive wholesale, retail and e-commerce networks to expand market reach across Thailand and Asia Pacific markets, introduce new products, develop co-branded offerings and explore OEM manufacturing opportunities.
- The companies will look at products tailored to Thai tastes, including localized packaging, flavors and price points, and explore co-developed brands of OEM options in water and beverages.
CP AXTRA Public Company Limited, the operator of Makro and Lotus's, has signed a Memorandum of Understanding (MoU) with LOTTE Corporation to give shoppers and business customers a wider choice of Korean beverages and snacks, and to explore new products developed for Thai tastes. The long-term partnership will start with water and beverages, in Thailand and other Asia Pacific markets.
The partnership builds on LOTTE's existing presence at Makro. Under the MoU, restaurants, cafes, and independent retailers will be able to choose from a wider range of LOTTE beverages and snacks, including snack-sized products suited to their business needs, both in-store and through Makro's online channels.
CP AXTRA and LOTTE will also look at products developed for Thai tastes, including localized packaging, flavors and price points. Beyond distribution, the MoU covers new product introductions, joint go-to-market strategies and marketing initiatives, and the exploration of co-developed brands and Original Equipment Manufacturing (OEM) and contract manufacturing in water and beverages.
By combining CP AXTRA's extensive B2B and B2C customer base, nationwide retail and wholesale networks, omnichannel platforms and deep understanding of local markets with LOTTE's globally recognized brands, product innovation and international business expertise, the two companies aim to develop differentiated products and reach new customer segments across the region.
LOTTE is one of Asia's leading diversified business groups, with global operations spanning food, retail, chemicals, hotels and services. Its internationally recognized brands, product development capabilities and consumer insights bring valuable strengths to the partnership.
Mr. Tanit Chearavanont, Group Chief Wholesale Business Officer of CP AXTRA, said, "We see this partnership as an opportunity to build on our existing relationship and create greater value for our customers and business partners. By bringing LOTTE's products into our extensive wholesale, retail and e-commerce networks, we can strengthen our product offerings and reach more customer segments and develop new business models. Our ambition is to build a strong partnership that delivers sustainable growth for both companies."
Mr. Yoo-yeol Shin, Executive Vice President, LOTTE Corporation, said, "CP AXTRA has a broad market presence and a strong understanding of consumer and business customer needs in Thailand. LOTTE brings globally recognized brands, product development expertise and a strong track record of innovation. We believe combining these strengths will enable us to introduce more distinctive products, respond to evolving consumer demands and strengthen LOTTE's presence in the Thai market. We look forward to building a long-term partnership with CP AXTRA in Thailand and across Asia Pacific."
The partnership marks an important step in bringing together the strengths of two leading business groups to create new possibilities in the food and beverage sector. With a shared commitment to innovation, market expansion and customer value, CP AXTRA and LOTTE look forward to growing together and building a lasting partnership across Thailand and Asia Pacific.