Year: 2025
Type: article
Abstract: The accelerated economic development of China, along with the solid trade relationships between China and Thailand, has positioned China as a significant and promising market for Thai agricultural goods. This burgeoning demand is fueled by the escalating preferences of Chinese consumers, especially for premium and regionally distinctive products. This article endeavors to examine the pivotal significance of Chinese language proficiency in advancing Thai agricultural enterprises within the Chinese marketplace. Proficiency in the Chinese language functions not only as a medium of communication that enhances mutual comprehension between business stakeholders and consumers, but also serves as a crucial element in establishing strong business networks, promoting effective negotiations, and facilitating adaptability to China’s rapidly changing trade regulations and standards. This research adopts a literature review methodology, scrutinizing pertinent studies on Chinese trade and peer-reviewed academic articles, in addition to the direct experiences of the authors within the Chinese market. The results reveal that proficiency in the Chinese language markedly improves communication efficiency, fosters consumer trust in the quality of Thai products within the Chinese market, and engenders prospects for business growth and sustained investment. Moreover, an understanding of the Chinese language equips Thai entrepreneurs with the capability to comprehend the cultural nuances and consumer behaviors prevalent in China, which diverges from those of other markets, while concurrently enhancing their competitiveness against international counterparts in the same sector. These findings highlight the imperative of systematically advancing Chinese language education within Thailand's agricultural domain to assist Thai enterprises in attaining sustainability within the Chinese market and capitalizing on opportunities in the ever-evolving global marketplace.
Institution: Shinawatra University
Language: Thai
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
SDG: Zero hunger
Open Access status: diamond
OpenAlex ID: W7219947356