Maxim’s Group Unlocks China Market Opportunities with Digital Labelling

Background

Across Europe, Asia, North America, the Middle East, and Africa, digital labelling is rapidly transitioning from a voluntary trend to a regulatory necessity. Brands are increasingly expected to provide more comprehensive product information than what can be accommodated on traditional packaging.

This trend is being accelerated by regulatory developments in Mainland China. The forthcoming General Principles of Pre-packaged Food Labels (預包裝食品標籤通則) and Measures for Supervision and Administration of Food Labeling (食品標識監督管理辦法), that will take effect in March 2027, introduce digital labelling for the first time and encourage companies to provide detailed product information through QR codes.

For Maxim's Group, whose Hong Kong MX Original Egg Rolls (美心雞蛋卷) are positioned as a premium imported gifting product in Mainland China, maintaining consumer trust and demonstrating product quality are critical. Manufactured in Hong Kong, the products rely on strong quality credentials and brand reputation to differentiate themselves in a competitive market.

To stay ahead of evolving regulatory developments and rising consumer expectations, Maxim's sought a digital solution that could enhance product transparency, communicate trusted quality attributes, and reinforce consumer confidence while supporting the growing adoption of digital labelling in Mainland China.

Solution

Maxim's adopted 1QR on the packaging of its MX Original Egg Roll products in Mainland China, transforming traditional product packaging into a digital gateway that delivers trusted product information, enhances transparency, and supports emerging digital labelling requirements.

GS1 Hong Kong reviewed the operations and redesigned key warehouse & inventory workflows, including inbound receiving, storage & inventory management, outbound fulfilment, stocktaking, reporting, etc. The smart professional consultancy team also supported vendor evaluation and selection, managed the implementation, and provided training to ensure a smooth transition.

Showcasing Hong Kong Quality with Digital Transparency

Simply with a scan, consumers can have instant access to comprehensive product details, including nutritional value, company information, consumption and storage instructions, etc.

They also showcased quality certifications, such as “The Hong Kong Q-Mark Product Scheme”, “Hong Kong Premier Brand” and “Monde Selection – Gold Quality Award”, reinforcing the premium quality and heritage of its Hong Kong-made products, which are highly valued by Mainland Chinese consumers.

Enhancing Supply Chain Transparency

Additionally, Maxim's also showcased key supply chain information on 1QR digitally, including product identifiers (barcodes), batch numbers, or even product journey from manufacturing to import, enabling consumers to verify product authenticity, distinguish genuine products from unauthorised channels, and purchase with peace of mind.

By providing trusted and transparent product information, Maxim's further strengthens consumer trust and reinforces the credibility of its premium Hong Kong brand.

“As consumer expectations and regulatory requirements continue to evolve, access to product information is becoming increasingly important. By adopting 1QR on our egg roll products, we provide consumers with instant access to credible product information, including recognised quality certifications, nutritional values and supply chain details. This initiative not only supports the emerging digital food labelling trend in China but also positions Maxim’s at the forefront of digital readiness and innovation.”

Mr. Roland Chong

General Manager, Supply Chain, Manufacturing and Quality Management

Maxim’s Group

Benefits

Enhance consumer trust through transparent and credible product information.
Reinforce premium brand positioning to Mainland China consumers with digitally accessible quality certifications and product credentials.
Strengthen product authenticity assurance through supply chain visibility and traceability information.
Support future compliance with emerging digital food labelling requirements in Mainland China and other markets.

“Digital labelling is rapidly becoming a prerequisite for future market access. By adopting 1QR, we are laying the foundation for compliance with emerging regulatory requirements in Mainland China and other markets worldwide. Beyond regulatory readiness, this initiative supports future growth opportunities by reinforcing our commitment to quality, transparency and innovation.”