THE HONEST FARMER Co., Ltd.'s 'WELLINUS' to Exhibit at Shanghai Food Expo, Exploring Sales Channels in Mainland China

Pomegranate and mango jelly sticks to be showcased at the Seoul food joint pavilion; company to draw on experience selling at 35 stores in Hong Kong

SEOUL, South Korea, Nov. 12, 2026 — THE HONEST FARMER Co., Ltd., a food manufacturer based in Yeongcheon, Gyeongbuk, is leading with its in-house brand WELLINUS to open up sales channels in mainland China. The company has sold its collagen jelly sticks in Hong Kong through a local master distributor. At the Shanghai food expo, it plans to meet mainland Chinese buyers and gauge their response to its flagship products and the potential for local distribution.

WELLINUS is participating in the "2026 Shanghai World Food Expo (K-Food World Expo)," held November 10–12 at the Shanghai New International Expo Centre (SNIEC) in Shanghai, China. At the Seoul food joint pavilion operated by the Seoul Business Agency (SBA), the company will showcase its pomegranate and mango collagen jelly sticks and hold consultations with distribution buyers from China and across Asia.

WELLINUS collagen jelly sticks are flavored with fruit concentrate and made to be enjoyed one stick at a time. According to the company, overseas consumers have responded positively to being able to enjoy collagen easily with a fruit flavor, without the fishy taste typically associated with collagen.

The pomegranate and mango flavors being featured this time are the company's signature items, which have been sold through domestic home shopping and in the United States and Hong Kong. THE HONEST FARMER selected the two products because pomegranate is a familiar ingredient in inner beauty products, and mango is a fruit familiar to Asian consumers. The plan is to introduce flavors with an existing sales track record first, and to see which items attract the interest of mainland buyers.

According to THE HONEST FARMER, WELLINUS began exporting in 2023 and has since entered 16 countries, including the United States, the United Kingdom, Canada, and Hong Kong. On Amazon in North America, more than 50,000 sticks are sold per month. In Hong Kong, the products are supplied through a local master distributor to 35 stores, including department store food halls and premium wellness shops.

The company has no sales history in mainland China yet. While drawing on the offline distribution experience it has built in Hong Kong, it plans to determine which channels to use on the mainland based on the results of these consultations. The company described the Shanghai food expo as its first opportunity to meet mainland buyers directly and gauge market response.

This participation follows the company's overseas exhibition schedule earlier this year, which included Natural Products Expo West (NPEW) in Anaheim, U.S., in the first half and the Korea Pavilion at SIAL Paris, France, in the second half. In the United States, THE HONEST FARMER plans to expand sales primarily through its existing channels, including Amazon, Weee!, Yamibuy, and its own online store. In China, it plans to continue follow-up discussions with companies it meets at the expo and to firm up local distribution routes.

SOURCE THE HONEST FARMER Co., Ltd.