Advance International Corp's WEPACK Southeast Asia 2025 Insights

In July 2025, a team from Advance International Corp attended the three-day WEPACK Southeast Asia trade show at the Jakarta International Expo (JIEXPO). As a company deeply committed to sustainable packaging innovation, our goal was to gain an unvarnished perspective on the Southeast Asian market's dynamics and explore potential collaborations. This trip proved to be far more illuminating than we anticipated.

Unearthing Tangible Opportunities

A key advantage of WEPACK Southeast Asia was its co-location with the Paper Chain Expo, offering a comprehensive view of the entire industry—from pulp to finished packaging. The 12,000-square-meter exhibition hall featured over 300 exhibitors. We were particularly impressed by the samples of eco-friendly bamboo fiber composites from Indonesian startup EcoPulp and the efficient live demonstrations of modular corrugated equipment by Italy's Fosber Group.

In the papermaking section, we spent a morning with the technical team from Asia Pulp & Paper (APP), a regional giant. Their presentation on a lignin-based biocoating technology, which could reduce the cost of bio-based materials by 15%, was highly relevant to our ongoing R&D for a thermal-resistant layer in our Medical Specimen Bags. We were also intrigued to learn that this coating meets EU EPR regulations for recycled content, potentially streamlining our product entry into the European market. These face-to-face technical exchanges underscored the unique value of on-the-ground visits.

Decoding Market Drivers Beyond Policy Incentives

Another valuable discovery came from observing the synergy between government policy and market demand. The Indonesian Corrugated Cardboard Association (AKKGI) mobilized over 500 member companies to attend. From their interactions with exhibitors, we identified a critical market need: local e-commerce platforms like Shopee and Tokopedia are urgently seeking Halal-certified biodegradable courier bags.

Following this lead, we attended a policy briefing by the Indonesian Ministry of Investment, where we learned about a "Halal Product Certification Subsidy" of up to $20,000. While this subsidy primarily targets local manufacturers, it sparked a new idea: a potential joint venture with an Indonesian partner. We could provide the core technology, while our local partner handles the certification process, allowing us to leverage these incentives and rapidly enter the niche Halal packaging market.

Supply Chain Innovations and Cost Optimization

A chance encounter with a Sino-European logistics provider introduced us to a new perspective on supply chain optimization. They showcased a "China-Europe Railway + Sea Freight" hybrid transportation solution, where goods from China are routed through Poland before reaching Jakarta, reducing total costs by 25% compared to direct shipping. 

While we didn't use this service for the trip, we immediately calculated the potential savings. Shipping raw pulp procured in Indonesia back to China via this method, then processing it into products like our UN3373 packaging for export to Europe, could cut transportation costs by nearly 18%.

The logistics provider's carbon footprint data was equally compelling—the railway segment reduces carbon emissions by 40% compared to all-sea transport, aligning perfectly with our ESG goals. Our team is now exploring a pilot shipment in Q4 to evaluate the scheme's practicality and cost-effectiveness.

Identifying Untapped Market Gaps for Innovation

As attendees, we had more time to observe unmet market needs. Despite Southeast Asia's 25% annual e-commerce growth, most of the biodegradable packaging on display was basic. Advanced features like our temperature-sensitive color-changing labels and tamper-evident sealing technologies—crucial for medical applications—were noticeably absent.

 A procurement manager from a local pharmaceutical company admitted they were struggling to find WHO-compliant packaging for vaccine transport, highlighting a significant opportunity for us to "downscale" our medical packaging expertise.

We also noted a critical regulatory deadline: starting in October 2026, all food-contact packaging in Indonesia will require mandatory Halal certification. This presents a prime first-mover advantage. We are now in talks with a Jakarta-based factory that holds the necessary certification, with plans to co-develop an antibacterial, Halal-certified specimen bag. This product would not only meet local medical demand but also serve as a gateway to the broader ASEAN market.

Connections Beyond the Booth

Being visitors freed us from the constraints of a sales-focused agenda, allowing for more open-ended conversations. At the AKKGI welcome dinner, we engaged in a late-night discussion with representatives from Stora Enso and Oji Holdings, covering everything from R&D bottlenecks in bio-based materials to labor cost fluctuations in Southeast Asia. These conversations led to a preliminary consensus: exploring a joint "ASEAN Sustainable Packaging Lab" to share testing facilities and compliance data.

The Digital Packaging Summit's roundtable also provided valuable insights. While blockchain traceability and AI-driven supply chain optimization may sound futuristic, small- and medium-sized Indonesian packaging factories are already trialing these solutions on a small scale. This underscored a crucial lesson: in Southeast Asia, technological adoption doesn't have to be "high-tech." Instead, it should be a lightweight solution that is adapted to the local infrastructure.

Our WEPACK journey was less about attending a trade show and more about conducting a "market pulse check." We left Jakarta with three clear directives: first, to collaborate with local partners on Halal-certified packaging to capitalize on policy incentives and enter the ASEAN market; Second, to pilot the "China-Europe Railway + Sea Freight" logistics solution to solidify our cost advantages;

And third, to adapt our medical-grade packaging technology for use in the Southeast Asian food and e-commerce sectors, creating differentiated value.

For Advance International Corp, superior packaging solutions are not created in a vacuum. Engaging with the market, observing the details, and connecting with resources on the ground are the most reliable strategies for navigating the complexities of global trade.