Nestled in the serene hills of Pindaya in Myanmar's Shan state, Plan Bee Social Enterprise (PBSE) has been transforming the nation's beekeeping industry.

By collaborating with hundreds of local beekeepers and farmers, PBSE has not only enhanced the quality of Myanmar's honey but also empowered rural communities through sustainable and fair-trade practices.

"We produce premium Myanmar honey and other high-quality products that meet international standards for both domestic and export markets," said Thida Win, chief executive officer of PBSE.

She said that trade exhibitions in China, such as the China International Import Expo (CIIE), have opened new doors of opportunity for businesses. This year, the eighth CIIE is scheduled to take place from Nov. 5 to 10 in Shanghai.

For her, the CIIE is far more than a trade exhibition. It is a gateway to China's vast and dynamic market and a bridge of collaboration between neighboring nations, Thida Win said.

"This year is my second time participating in the CIIE. I think this year will be better. It's one of the biggest expos in Asia," she told Xinhua on Thursday.

"China is one of the world's most promising markets. I believe that our product will have a lot of potential in the Chinese market," she said.

After studying agribusiness, food safety, nutrition, and public health abroad, Thida Win returned home determined to apply her knowledge to empower local communities.

In Shan state, seasonal employment leaves many families without a steady income. "They don't have a sustainable income. We want to create stable jobs for them," she said.

Thida first joined the CIIE in 2023, an experience that left a lasting impression. "The scale of the exhibition was really big. There were lots of diverse exporters and we got a lot of knowledge and experience about the Chinese market," she said.

"The CIIE helped us understand the trend of the Chinese market, how the Chinese people behave, and what they would like to buy," she added.

For PBSE, the Chinese market is not new. Before, the enterprise exported about 5,000 bottles of honey during every Chinese New Year holiday to customers in China, where the product was often used as a festive gift.

To better appeal to Chinese consumers, the company has also developed Chinese-language brochures and food-grade packaging designed with Chinese preferences in mind. Looking ahead, Thida Win envisions establishing a distribution network or even a company in China.

Thida Win hopes that the CIIE will pave the way for long-term collaboration with Chinese distributors and e-commerce partners.

Through the CIIE, she said, PBSE is gaining valuable insights into how to position itself in China's competitive marketplace.

"We would like to promote our market, our products in the international market. China is a good potential market for us," Thida Win said.

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