The College of Humanities and Social Sciences (CHSS) visited YIH TEH LIFESTYLE INTERNATIONAL CO., LTD. to gain insights into the experiences of Taiwanese enterprises in ceramic manufacturing and international marketing in Thailand.
The company specializes in the research, development, and production of American-style home fragrance products, including various types of wax warmers and aroma diffusers. Since 2009, the company has demonstrated strong research and development capabilities, successfully transitioning from an Original Equipment Manufacturer (OEM) to a brand-oriented business. This transformation has enabled the company to establish an integrated value chain encompassing product design, manufacturing, brand management, and retail distribution.
The delegation conducted an on-site visit to the company's newly established manufacturing facility, which features standardized and rigorous ceramic production processes, demonstrating the integration of traditional craftsmanship and modern industrial technologies.
The visit began with a corporate presentation introducing the company's development history, product positioning, and branding strategies, providing the delegation with a comprehensive understanding of its business operations and international market positioning.
The delegation subsequently toured the ceramic production facilities, observing the manufacturing process from raw material preparation and molding to kiln firing. Participants also explored innovative product designs that integrate ceramics with essential oils, including fragrance diffusers and household accessories, highlighting the combination of functionality and aesthetic value. Through discussions with company representatives, the delegation gained further insights into the company's brand management and market expansion strategies, particularly its integrated business model extending from manufacturing to brand development.
YIH TEH LIFESTYLE INTERNATIONAL actively brings together management and design professionals from different countries. Through close connections with the Thai-Taiwan Business Association and the university's alumni network in Thailand, the company has developed an internationally oriented professional team.
Its integrated global business operations encompass research and development, manufacturing, brand marketing, and international distribution, with products sold directly to the United States and other international markets. This business model provides valuable insights into international trade practices and offers an excellent case study for students seeking to understand global supply chains, international marketing, and cross-border business operations (Figure 5).
General Manager, YIH TEH LIFESTYLE INTERNATIONAL CO., LTD.
Hsiu-Min Kuo – Former President of the Thai-Taiwan Business Association
Meng-Hsin Shih – Secretary-General of the NTUT Alumni Association in Thailand
