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At Mentholatum's workshop located in Zhonagshan's Sanxiang 2nd Industrial Zone, production is in full swing to fulfill orders.

"Last year, we saw a 10% year-on-year growth in exports, and at the beginning of this year, we have already received orders worth over 50 million yuan, laying a solid foundation for a good start," said the customs affairs chief of Mentholatum.

Mentholatum, a foreign-funded pharmaceutical enterprise, was established in 1990 and began production in the Sanxiang 2nd Industrial Zone in October 1991. Over the years, it has gradually developed multiple sub-brands and product lines.

Localization strategy is one of the key factors behind Mentholatum's success in different markets. The company has specially established an R&D center, targeting consumers in China and the Asia-Pacific region to develop products according to their skin types and needs.

Flexible market strategies help Mentholatum achieve significant growth in Malaysia, the Philippines, Thailand, Singapore, Japan and South Korea.

"Our exports reached 270 million yuan in 2024, up 10% from a year earlier," added the customs affairs chief.